Chanel Set To Create An Invite-Only Private Boutique

Chanel is creating a new shopping experience that is curated for their top level client base. Chanel is pushing exclusivity with its soon coming invite-only private boutiques in Asia set to launch next year.

The classic flap has proven it is one of the top investment bags and it is inflation protection. Meaning, with every price increase, we still purchase and the demand is still high. Chanel has found its brand has mass demand for its goods and Chanel fans will have to battle bag investors if they want to snap up the luxury goods.

According to Deloitte, “Luxury handbags rose more strongly(+11.8% for Chanel bags and +38% for Hermes Birkin bags)”. They stated in their findings that Chanel handbags are the top item for inflation protection. Deloitte stated “Chanel bags, preferably designed by Karl Lagerfeld, rose in value by 7% during normal times, and increased by a remarkable 17% in high-inflation years—with a low risk of the asset losing value, the report found.”

Chanel is opening their Asia exclusive experience in 2023 where the future growth of luxury lies. It is said China is the most important market for luxury goods and will be the biggest market by 2025. According to Julius Baer Wealth Report, “Europeans want a quality product with good advice and aftercare, while those in Asia are more interested in an exclusive buying experience”. Even after all the price increases, Chanel is reported to have a shortage of bags for its high demand - hence them setting the limit for purchasing classic flaps.

CFO Philippe Blondiaux of Chanel told Business of Fashion that Chanel’s “biggest preoccupation is to protect our customers and in particular our pre-existing customers,” adding, “We’re going to invest in very protected boutiques to service clients in a very exclusive way.”

Bag Lovers, What is your opinion to the exclusive invite-only boutique?