A decade old Chanel design makes a striking comeback as an ultra-luxurious ankle bag. Once again, the power of social media as an advertising tool and the influential power of celebrities is proven. The design of the accessory is incredibly small – only 3 by 3.5 inches. It debuted during the luxurious fashion house’s 2008 presentation for Spring. Resold by e-commerce store TheRealReal, the mini "carry-all" is picked up by Kendall Jenner who tactfully repurposes it as an ankle bag.
Whether the responses of the luxe item are positive or negative, the point is that the model and reality star is able to bring the attention to a forgotten product that has been released ten years ago. This can potentially fuel an abundance of ankle bags in future couture collections.
Ultra-Compact Ankle Bags
Chanel’s Luxurious Mini Bag is Modeled by Kendall Jenner
Trend Themes
1. Ankle Bag Resurgence - The resurgence of the ankle bag trend due to viral social media marketing and celebrity endorsement represents an opportunity for luxury fashion brands to innovate in small, innovative designs.
2. Ultra-compact Accessories - The increased popularity of Chanel's ultra-compact ankle bag highlights a trend towards smaller, more practical luxury accessories that present opportunities for innovation in materials and design.
3. Celebrity-endorsed Retro Designs - The influence of celebrity endorsement in driving demand for retro or forgotten designs presents an opportunity for luxury fashion brands to capitalize on nostalgia-driven trends and revive their past designs.
Industry Implications
1. Luxury Fashion - The resurgence of the ankle bag trend and the influence of celebrity endorsement presents a disruptive innovation opportunity for luxury fashion brands to create innovative, ultra-compact accessories that appeal to modern consumers'
2. E-commerce - The success of e-commerce store TheRealReal in reselling Chanel's ankle bag demonstrates the disruptive potential of online marketplaces to connect consumers with rare, limited edition fashion items.
3. Social Media Marketing - The viral popularity of Chanel's ankle bag on social media demonstrates the innovative marketing potential of leveraging influencers to promote retro or forgotten fashion designs.