How did Coco Chanel take on the name coco?
Gabrielle Chanel, in her youth, would frequent raucous parties, during which she would be urged to sing her signature tune, a popular song called "Coco." This became her nickname. Chanel had a keen eye and ear for the succinct and memorable. Coco was a better name for a brand (she, in fact, grew to see herself as a brand) than was Gabrielle.