Chanel has just marked one of those strategic hits that make history. The Group yesterday announced the development of a policy that passes by match progressively their elaborate prices worldwide. This measure what he wants is to avoid differences in prices between countries, which have heightened significantly after the euro’s recent decline.
Chanel, to strengthen the coherence of their brand, has explained that this decision will allow them to sell their products to potential customers always at the same price, regardless of where you come from.
This strategy marks a before and an after in the universe of luxury. In China, for example, will result by a drop in prices making the prices fixed in this country not exceed never 5% of the marked in euros. In the rest of the countries, the fork is set around a 10% difference.
The Chinese are among the first buyers of luxury in the world, but most of them make their purchases outside their country, during his travels to the rest of Asia or Europe, since with customs taxes imposed by your Government in addition to the cost of transport bags and luxury apparel sold in the order of 40% more expensive.
The difference in price of a Chanel bag sold in Paris or China became, in a world increasingly connected, in a real problem of image for the brand. And with the fall in the euro against the dollar, these prices had become still more attractive for tourists from the dollar area, visiting the old continent. With one difference of up to 60%.
With this sales policy, Chanel advocates for allowing their Chinese clientele to be able to buy at home. China is the third market for the brand, after the United States and Japan. The first time that Chanel opened a flagship in Beijing was in 1999, but for six years, the brand has led to much the opening of new stores. You can now boast of having six boutiques.
This drop in prices as well as contribute to the recovery of a local clientele, also will help fight against counterfeiting, Since China has developed an important parallel market of copied the originals signed by Chanel bags. A traffic against which it is difficult to fight.
The bad news is that prior to match the price on all your tags in the 190 boutiques that owns the brand, Chanel will increase from April, a 20% the price of their elaborate, starting with the of its three best-selling bags. Le Boy, for example, will pass cost 3,100 euros to 3.720 euros. Their other two best sellers – 11.13 and the 2.55 model-, will spend 3,550 euros to 4.260 euros. In any case, words for most mortals!
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