Chanel has built an empire on mystery, no e-commerce, limited access, and queues that feel like a ritual rather than an inconvenience. A luxury model designed around waiting, wanting, and wondering.
But a new generation has grown up with instant access, transparency and digital-first experiences.
So the question becomes:
Can a brand built on inaccessibility stay relevant in a world of immediacy?
In this episode of Decode Sessions, we unpack Chanel's no-e-commerce strategy, the psychology of luxury desire, and what happens when Gen Z and Gen Alpha demand both exclusivity and accessibility.
