Chanel Brings Price Adjustment In The Luxury Sector.

Two months ago, the Swiss central bank unexpectedly announced the lifting of the euro exchange rate of 1 to 1.20 against the Swiss franc, which once allowed the euro to collapse to 0.86 against the Swiss franc. Now the exchange rate between the euro and the Swiss franc is about 1.06. In the middle of 2014, the euro depreciated by nearly 1/4 against the US dollar.

according to Luxury goods According to expert Antoine Belge, European luxury listed companies are also likely to start price adjustment, but they will not be as radical as Private Companies Chanel and Patek Philippe. Most brands will not increase too much in Europe in the short term. They should be around +10% and will gradually realize in the next year or a year and a half. Because European consumers have little interest in luxury brands, raising prices will keep them away from brands.

Due to the depreciation of the Japanese yen, the luxury price in Japan is generally lower than that in Hongkong. While prices in mainland China and Hongkong are down, Japan is likely to raise prices.

According to the introduction of Luca Solca, director of luxury industry analysis at Paris bank, Chanel and TAG Heuer have been rising substantially in China in recent years. This price reduction can only be said to be a reasonable return to normal prices.

In any case, the two moves have made other luxury brands feel a lot of pressure, especially bags and watches. According to Rahul Sharma, an expert at Neev Capital investment company, we will see that some luxury brands will slightly raise European prices and lower prices in other regions.

　　 Chanel The price adjustment has caused a great deal of repercussions in mainland China and Hongkong. Presumably many people have seen pictures of long queues at the door of the Chanel shop where the Internet is crazy.

The Chanel "11.12", "2.55" and "Boy" three handbags have risen 20% in the euro area, while 20% in China, while prices in Korea, Vietnam, Thailand and Russia have been reduced, but prices in Japan, the United Kingdom, the United States and Canada remain unchanged.

In Hongkong, Chanel's "Boy" package is Modify price It was 37000 Hong Kong dollars before, and 27000 Hong Kong dollars after the price adjustment, which was 10000 Hong Kong dollars. (currently 1 Hong Kong dollars or 0.8 yuan).

In Shanghai, after adjusting the price, the current price of Chanel 2.55 package is 29800 yuan, and the current price of Boy package is 26000 yuan RMB.

Bruno Pavovlsky, President of fashion department at Chanel, said that the adjustment of price differentials would enable Chanel store managers to focus their attention on local customers, and in the long run, make brands better docking e-commerce.