By 1918, Chanel opened up four stores. The majority of the growth started in the decade of 1920. During this decade, the brand launched a perfume, its first makeup collection, and its skincare collection, and Coco introduced her signature tweed dress. In the early 1930s, Chanel headed toward Hollywood to create clothes, and also an exhibition of fine jewelry was created at Chanel’s private home. In the mid-1950s, Chanel introduced its first bag, the debut of the men's fragrance collection, and the debut of the two-tone shoe. In 1963, Chanel went through a world-changing moment when Jackie Kennedy wears a pink Chanel Suit for President John. Kennedy’s assassination. 

After Coco’s death, Chanel remained a couture house. In the decade of 1980, Karl Lagerfeld was announced as the new artistic director of Chanel, and the brand introduced its first line of watches. In the decade 2000, Chanel became a guardian of classic  Parsan craftsmanship, and New York’s Metropolitan Museum of Art honors Channel with a dedicated exhibition. In 2020, during the time of COVID-19, the brand vowed to remain true to its tried and tested routing of couture. In 2021, the Its Resorts collection became the first in the house's history to be presented online.

Chanel and its marketing strategy helped it expand. In the 1980s, the brand's marketer stated that they introduced a new fragrance every 10 years, not every three minutes like other brands causing customers to be confused. The brand uses social media to advertise its products. The main strategy the brand uses to market its product is to show a liberated young woman. They never try to sell the products through ads, instead, their ads include stories and short films. 

☾Check out the ad on the left that Chanel recently published. It'll take you to the moon☽