A Paris fashion week guest carries an Hermès bag. Like that luxury house, Chanel has begun limiting customer purchases to maintain exclusivity and drive demand. Photo: Getty Images
A Paris fashion week guest carries an Hermès bag. Like that luxury house, Chanel has begun limiting customer purchases to maintain exclusivity and drive demand. Photo: Getty Images
Chanel

Hermès and Chanel limit bag purchases to keep them exclusive and stoke desire for their products

  • Hermès is famous for its quota on bag purchases, and Chanel is now doing the same, and has increased prices, to avoid becoming a mass-market brand
  • Both brands want to increate the scarcity value attached to their handbags and accessories. In Chanel’s case, it’s a response to a booming resale market

Topic |   Chanel
A Paris fashion week guest carries an Hermès bag. Like that luxury house, Chanel has begun limiting customer purchases to maintain exclusivity and drive demand. Photo: Getty Images
A Paris fashion week guest carries an Hermès bag. Like that luxury house, Chanel has begun limiting customer purchases to maintain exclusivity and drive demand. Photo: Getty Images

Corrected [10:08am, 10 Jan, 2022]

  • [10:08am, 10 Jan, 2022]

    Chanel Classic Flap handbags were wrongly identified as Chanel 2.55 bags in three photo captions, which have been corrected.

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