Chanel - The Secret in Marketing is About the Brand

Real Estate Agent with DFW FINE PROPERTIES 0506509

When you think about marketing, does fashion come to mind? Until Thursday, June 20, 2024, I never considered what a significant role one person could do to change the fashion industry in history. By creating an effective brand, Coco Chanel remained one of the longest and most influential designers in history by dominating haute couture for almost six decades. Furthermore, long after Coco Chanel's death in 1971, the Chanel brand is still going strong. 

This is what got my attention: When I learned that Annette Becker, MA, Director of the Texas Fashion Collection at Olli UNT (University of North Texas) was offering a class called "Chanel in Detail," I signed up. Did you know that weaving fabrics together to make garments and accessories with a well-known brand could change how people perceived a well-dressed professional with a recognized brand? Coco Chanel's fashions remain iconic! The world took notice. Something as simple as a "little black dress" made a positive influence on how others perceive who you are and what you have to offer to the public, world-wide!

Here is what I want to share: The classroom experience provided an excellent learning opportunity with visual examples from a Texas Fashion Collection taught by a UNT fashion educator who has been featured on PBS. As the Director walked around the room from person-to-person with one garment on a hanger or a pair of elegant shoes, I began to understand how the right brand for anyone in business requires professionalism, cognitive and critical thinking skills, including forward thinking. I saw the proof! You don't have to be a knockoff version of another person's idea. No one has to read a script verbatim written by someone else. You simply have to know the brand. You have to be the brand! Whether you're in the Real Estate industry or the Fashion industry, it's all about creating a brand that promotes quality and innovation. The secret is as simple as a "little black dress," it is all in the details and presentation. 


by Patricia Feager, MBA and REALTOR®
Plagiarism and Artificial Intelligence (AI) is strictly forbidden. 

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MBA (University of Dallas)
(Bachelors of Arts & Science)
Paralegal (Southeastern Career Institute)
Associates (3) (College of Lake County)
KU (University of Kansas)


CRS (Certified Residential Specialist)
SRES (Certified Senior Residential Specialist)
PSA (Certified Pricing Strategies; Mastering the CMA)
CRS (Certified Military Relocation Specialist)
RENE (Real Estte Negotitions Expert)

"With self-discipline most anything is possible." --- Theodore Roosevelt 






Michael Elliott
Fathom Realty - Burlington Township, NJ
Burlington, New Jersey Residential Sales

Great post!  Standing out in an ocean full of agents has always been a challenge!

Jun 21, 2024 02:46 AM
Patricia Feager, ABR,CRS,GRI,MRP

Michael Elliott - to your point. With "an ocean full of agents," one can never afford to get complacent. 

Thank you for your comment that meant so much!

Jun 21, 2024 12:04 PM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Patricia - I am consistently impressed by your thirst for knowledge in a wide variety of subjects.  There is so much to learn.  Sometimes, it comes together in fascinating ways.   By design as well as without order.  Or is it?  Education is ongoing.  

Jun 21, 2024 03:12 AM
Patricia Feager, ABR,CRS,GRI,MRP

Michael Jacobs - I always believed life experiences are only one way to gain respect when running a business. The way to stay in business or continue having memorable experiences (through success and/or failure) is to keep learning. There is the traditional way and there is lifelong learning with continuous pursuits to stay informed. By doing so, you help others and isn't that why we were created? I never want to quit educating myself because it helps me to think critically and maintain independence. While educating others, I'm also receiving educational opportunities. 

Jun 21, 2024 12:14 PM
Sham Reddy CRS
Howard Hanna RE Services, Dayton, OH - Dayton, OH

Great blog Patricia, thanks for sharing!!!

Whether you're in the Real Estate industry or the Fashion industry, it's all about creating a brand that promotes quality and innovation. 

Jun 21, 2024 04:27 AM
Patricia Feager, ABR,CRS,GRI,MRP

Thanks, Sham Reddy CRS! I appreciate whenever you get a chance to stop by to read and leave a comment on my blog post.

Have a wonderful day! 

Jun 21, 2024 12:16 PM
Wayne Martin
Wayne M Martin - Oswego, IL
Real Estate Broker - Retired

Good morning Patricia. Your quest for knowledge is enviable. Bet this course provided input to ponder that will help your career. Enjoy your day.

Jun 21, 2024 04:39 AM
Patricia Feager, ABR,CRS,GRI,MRP

Wayne Martin - When it comes to knowledge, my life is contingent on quality of life and making best decisions that I can live with. Learning something new can often be a struggle but giving up is not an option. Always and forever, I remain curious, even when I'm confused. Keep going, is what I tell myself. I'm not a dancer, but I would much rather dance my way through life one step at a time than feel defeated. Trying is better than dying. 

Jun 21, 2024 12:34 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

I love that you're taking all these interesting courses/seminars. And you are so right; we don't have to copy anyone else's ideas/products/brand. Nor should we. Being true to ourselves and creating our own brand and identity are the way to go.

Jun 21, 2024 04:40 AM
Patricia Feager, ABR,CRS,GRI,MRP

Kat Palmiotti - I learned long ago, if I try to mimic what others are doing, I fail. Subsequently, I am not willing to go down somebody else's path. It takes courage to being bold. But to be bold and courageous means learning to question what other people say. When I am confused, that is when I'm most open-minded. My intuition then responds to confusion with curiosity and that seems to unlock whatever was blocking or preventing me to figure things out. 

Jun 21, 2024 12:46 PM
Nick Vandekar, 610-203-4543
Realty ONE Group Advocates 484-237-2055 - Downingtown, PA
Selling the Main Line & Chester County

I always loved this quote from Coco Chanel, I think it allows you to be different and not sail along with everyone else, finding your own way.

"In order to be irreplaceable one must always be different."

Jun 21, 2024 05:37 AM
Patricia Feager, ABR,CRS,GRI,MRP

Nick Vandekar, 610-203-4543 - Coco Chanel got her start in life with humble beginnings. Being different, and not like other kids or peers in her early life, the world still became was her oyster. While examining the suits she designed, I began to see and understand how she deserved wealth and opportunities! 

Jun 21, 2024 12:51 PM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ

What an interesting concept Patricia! I never would have put a real estate brand up against a fashion brand but it makes perfect sense to me now! We do each, create and make up our own 'brand' that speaks for who we are and how we do business. My brand has been around for a long time.  Not to say it was well thought out at the start but it quickly got to be so....with the help from some awesome mentors way back when.

Jun 21, 2024 10:03 AM
Patricia Feager, ABR,CRS,GRI,MRP

Anna "Banana" Kruchten - with all the years you worked in real estate, you made yourself a name to be proud of. And along the way, throughout your journey, you provided education to others. Because of your efforts, many keys were cut and distributed to happy buyers. Your brand was and continues to be a success. And that is a lot to be proud of.  

Jun 21, 2024 01:01 PM
Mike McCann Nebraska Land Broker
Mike McCann - Broker, Mach1 Realty Farm & Commercial Land Broker-Auctioneer Serving Nebraska - Kearney, NE
Farm & Commercial Property For Sale 308-627-3700

Hi Patricia Feager, ABR,CRS,GRI,MRP   

So agree with your blog and especially this comment:  "You simply have to know the brand. You have to be the brand! "

Thank you for sharing! 

My version...  "See the Brand...Be the Brand...Ask Them To Notice You...Make Them Tell You NO!"  "Why?  Because some will tell you Yes...and some will tell you No because they do not know how you can help them!"

Jun 21, 2024 10:14 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Hi Patricia... I've long been fascinated by the story of Coco Chanel. I think I've read just about every biography written about her.

Jun 21, 2024 12:06 PM
Patricia Feager, ABR,CRS,GRI,MRP

Hi Nina Hollander, Broker - What amazes me is that it took about six decades to continuously succeed through the eyes of the general public. Yet, we know Coco Channel knew, progress is impossible without continuous improvements. She worked hard her whole life. Such a GREAT entrepreneur she was at a time in her lifetime when few females could succeed. As I viewed many of her garments in the closets where the collections were stored, there was nothing shabby or imperfect. Everything was designed with quality to last. That is a lot to be proud of!

Jun 21, 2024 01:12 PM
Nina Hollander, Broker

Patricia Feager, ABR,CRS,GRI,MRP Chanel's history was quite interesting. And of course the suspicions of her collaborating with the Nazi's during WWII did not help.

Jun 21, 2024 01:46 PM
Patricia Feager, ABR,CRS,GRI,MRP
Selling Homes Changing Lives

Hi Mike McCann Nebraska Land Broker. It was nice to hear from you. I like your version that you shared too! It's all about the brand and effective communication. 

Jun 21, 2024 01:05 PM
George Souto
George Souto NMLS #65149 - Middletown, CT
Your Connecticut Mortgage Expert

Patricia when I hear the word "Chanel", what quickly comes to my mind is classy, expensive, and high end product.

Jun 21, 2024 02:09 PM
Patricia Feager, ABR,CRS,GRI,MRP

George Souto - I never owned a Chanel garment or accessories. It's outside of my budget. I wouldn't mind having a bottle of Chanel perfume. But the price is too high for me. 

Jun 21, 2024 02:47 PM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate (435) 632-9374 - St. George, UT
St. George Utah Area Residential Sales Agent

 Being a standout takes a willingness to stand out at any cost,rather than be immersed with everyone else. Wonderful post Patricia!

Jun 21, 2024 08:51 PM
Patricia Feager, ABR,CRS,GRI,MRP

Thank you Wanda Kubat-Nerdin - Wanda Can! 

In my lifetime, I could never afford a Chanel Suit. But when I got to see her collection up close and personal without price tags, or pressure from a salesperson, I began to understand and appreciate her dedication to her craft by designing creations for the fashion world. What I was most impressed with were the details in the lining of the jackets and skirts, the standout trim and buttons! Every single detail was perfection. That's when I knew, she was passionate about her brand! I knew in my heart marketing is serious business. 

I liked your comment very much. Thank you. 

Jun 21, 2024 10:48 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher
Brand identity is pretty important and personality is important and integrity within that personality and that identity is important, yes.
Jun 21, 2024 09:54 PM
Patricia Feager, ABR,CRS,GRI,MRP

Oh yes! Laura Cerrano - I agree! We should never be a copycat but continue to learn and be ourselves while striving to be the best we can be!

Jun 21, 2024 10:50 PM
Patricia Feager, ABR,CRS,GRI,MRP
Selling Homes Changing Lives

Thank you everyone for your comments. Today, I received an email from Jordan Williams, Senior Director, Lifelong Learning & Community Engagement from Olli/UNT. Here is a copy and paste. I was so touched that Jordan read and sent (with my permission) a copy of my AR post I wrote about the class to Annette Becker, the Director who made the presentation about "Chanel in Detail." Here is what it said:



Jun 21, 2024, 1:30 PM (11 hours ago)
to me



I forwarded it to her today and got a quick response! See below:


“How cool!  I can feel her energy radiating out of that post, and I’m impressed by the way she drew out the essence of the program.”


Have a great weekend!


Jun 21, 2024 10:56 PM
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

Only you are "YOU" Patricia Feager, ABR,CRS,GRI,MRP . Creative passion, a little humor, consistency and a marketing plan you work on day and night that is you unique. That runway is what your product or service should be strutting on to create your brand, brand awareness. Neat insights in your blog post to inspire! 

Jun 22, 2024 01:53 AM
Patricia Feager, ABR,CRS,GRI,MRP
Selling Homes Changing Lives

Andrew Mooers | 207.532.6573 - All those attributes to a successful brand! 

I like what said about the "runway." Thank you for the wonderful comment!

Jun 22, 2024 08:31 AM
Bruce Walter
Keller Williams Realty Lafayette/West Lafayette, Indiana - West Lafayette, IN

Patricia, when I saw your post title and read on, I could only smile and think how true your thoughts were on the Chanel brand.  When my youngest daughter, Janelle, would visit the orthodontist he would greet her with a smile, and loudly exclaim,  JANELLE #5 !!!

Now that is a successful brand that businesses should aspire to create, evolve, and perpetuate!

Jun 26, 2024 09:07 AM
John Wieland
Exp Realty - Delray Beach, FL
Mr Downtown Delray

So good! Agents branding themselves is lacking in our industry. It takes consistency over time. And one itsy bitsy thing can make all the difference to stand out. The branding convo is not talked about enough...

Jun 28, 2024 10:58 AM