Why Does Chanel Need to Sponsor a Substack?
As the platform matures as a media channel, a slew of beauty brands are turning to its most trusted writers for a more intimate form of audience engagement.
Chanel, a prominent fashion brand, has chosen to sponsor Substack, a platform that provides agenda-setting intelligence, analysis, and advice for the global fashion community. However, this move has sparked debate among veterans in the industry, who claim that the platform's growth may come with a cost. The rise of growth marketing in a saturated market has led to increased expenses for beauty leaders, prompting them to reinvent their creative marketing strategies and take bold decisions.
According to The State of Fashion: Beauty Volume 2, more fragrances are now being sold through digital channels such as Amazon and TikTok Shop than through traditional brick-and-mortar stores. This shift presents challenges for brands that rely on the 'try before you buy' approach, as consumers increasingly purchase products online without physically examining them first.
Rachael Griffiths, a Senior Editorial Associate at The Business of Beauty, based in St Helens and London, covers beauty, wellness, and industry news. This controversy around Chanel's sponsorship of Substack highlights the evolving landscape of the beauty industry and the need for brands to adapt to changing consumer behaviors and digital marketing trends.
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