Is this a tactic to make Chanel more exclusive? Perhaps. Other luxury brands have headed in a similar direction. Case in point: Hermes. The label restricts customers from purchasing more than two bags per year.
The change is quite the opposite of other moves Chanel has made. As of late, the French label has begun adding categories such as eyewear and jewelry that shoppers can purchase directly from its website.
Editorialist’s Senior Stylist Dustin Zuber finds this to be an obvious move from Chanel. “They have been raising prices for ages year over year, and now this is one more ploy to create false demand in the marketplace,” he explains. “It’s clear they are attempting to hinder the re-sale market in selling their bags at a premium, but honestly this will just make that premium in the resale market even higher, so not sure that will necessarily work in their favor. This is also clearly a bid to mirror the exclusivity that Hermès has had the ability to create over the years, but only time will tell if they will see this as an advantageous business move.”
Getting your hands on the brand’s beloved handbags and clothing is still no easy feat. While you can quickly purchase offerings from luxury brands such as Prada and Gucci on their websites and at other retailers, that’s not the case for Chanel. If you want to snag a bag or article of clothing, you can only do so by going to the store.
With Chanel leading the charge, will more luxury brands start enforcing similar rules and restricting their offerings? The jury is out.