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.
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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