This study examines the importance of strategic design management in business. Technology has facilitated the copying of external design features such as shapes and colors, making it easier and hence more common. The proliferation of counterfeit goods has led to a decline in both the originality and value of design. How can companies differentiate their products in the given market circumstances? Design strategies that build consumer loyalty and passion may enable such differentiation. This study focuses on Chanel as a model for design management. The findings show that Chanel's unique approach to strategic product development and icon management have enabled it to maintain its position as a top luxury brand over several decades.