A CREATION-DRIVEN BRAND INNOVATION — CREATING VALUE FOR SOCIETY In a rapidly changing world, CHANEL needs to constantly anticipate society’s expectations so we can develop new ideas that will help sustain our business over the long term. Experimentation and innovation have been on more sustainable production processes, driving forces throughout our history. We are or creating our own watch mechanism. able to reinvent ourselves continually to adapt The aim is that our innovations bring real to change in society. Innovation for CHANEL value to the consumer or society. is about harnessing that dynamic legacy so we can protect our business from the challenges More than other luxury brands, CHANEL plays tomorrow presents. We do not innovate for with the tension between heritage and novelty, the sake of it. Innovation needs to be at the savoir faire and innovation. This perspective service of creation, whether that’s in relation is inimitable, and the paradox is typical of our to improving cosmetic formulas, using new brand identity. materials in our FASHION creations, working