Saturday July 11, 2020

Successful Chanel proves that scarcity sells

Strong demand for Paris-based Chanel’s collections and those of Hermes International shows that consumers are still splurging at the top end of the luxury market.

29th January, 2013
Chanel: its limited range has almost sold out.

When Chanel stocked boutiques in November with its latest range of €4,000 dresses and €3,200 quilted handbags, the company wasn’t sure how consumers would react.

“We were a bit sceptical about the global environment,” said Bruno Pavlovksy, who heads Chanel’s fashion division. Two months later, “more or less everything is sold out. It was quite a surprise.”

Chanel is surpassing its own expectations as rivals from bag...

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