Chanel Defends Its Brand as U.S. Awareness Remains Towering
Sep/24/2025
On September 23, Chanel Inc. filed trademark oppositions in the United States against CHANPLAYCC and TERACOCO, marks covering apparel, footwear, fragrances, and oils, arguing their resemblance to Chanel’s well-known portfolio, including CHANEL, CC CHANEL, and COCO MADEMOISELLE. The action illustrates how fiercely the French luxury house protects its identity in a market where its recognition is near-universal: aided brand awareness stands at 91% among jewelry owners and 92% among luxury fashion consumers. Popularity, though not absolute, remains substantial—roughly half of those familiar with Chanel express positive sentiment, while ownership reaches 20% in jewelry and 28% in fashion. Loyalty is equally notable, with about 70% of current customers intending to buy again. Media buzz adds to the brand’s cultural ubiquity, ensuring that even as Chanel polices linguistic proximity in trademarks, its broader image remains firmly entrenched in the American luxury landscape.
