シャネルとルイ・ヴィトンはなぜ値上げで顧客を失ったのか｜ラグジュアリーブランドの限界

Luxury brands have long believed that the higher the price, the more they sell. However, a 2024 report by Bain & Company shattered that assumption. Market growth turned negative for the first time. And many of the customers who left weren't low-income individuals, but long-time loyal customers. Their word wasn't "the quality has declined," but "we feel betrayed." Chanel's classic flap bag rose from approximately 500,000 yen to over 1,300,000 yen in five years from 2019—a price increase of over 160%. During the same period, Japan's consumer price inflation rate was around 10-15%. This means luxury prices rose ten times faster than the general inflation rate. Brands cited increased costs and maintaining quality as reasons. Some of this is true, but it's not the whole story. Price increases have two purposes: "cost compensation" and "creating scarcity." This formula has worked for many years. However, this time, it broke down decisively in one way—the "speed" of the price increases became visibly apparent. While price speaks to scarcity, the brand continued to expand its reach through airports, duty-free shops, pop-ups, and collaborations. This created a contradiction: scarcity and mass appeal simultaneously. The first to notice this contradiction were the long-time customers who had loved the brand. The essence of luxury consumption is the confirmation of identity. ✨ They weren't buying bags; they were buying "relationships." So why does Hermès receive a different acclaim despite its equally high prices? What distinguishes brands that lost customers while raising prices from those that deepened relationships while raising prices? This article will explain the structural differences. 0:00:00 What Happened to the Luxury Market in 2024 0:01:15 The Reality of Price Increases in Numbers: Chanel, Louis Vuitton, Hermès 0:02:09 The "Two Objectives" of Price Increases and the Design of Scarcity 0:02:39 Why the Formula Broke Down: Changes in the Speed ​​of Price Increases 0:03:24 The True Nature of the Contradiction: Scarcity and Mass Popularization Occurred Simultaneously 0:04:14 Why Did Royal Customers Feel "Betrayed"? 0:05:20 Fairness Criteria in Consumer Psychology 0:06:03 Why is Hermès Different? 0:06:55 Not a Failure of Pricing Strategy, but a Failure of Relationship Management If there are any brands or topics you'd like us to cover in the next institute, please write them in the comments section 📝 Your question might become the next research topic. If you found this channel helpful, please give us a 👍 and 🔔 subscribe. If you set notifications to "All Notifications," you will receive an immediate alert whenever new research is published. Business Inquiries: [email protected] #LuxuryBrands #Chanel #LouisVuitton #Hermes #BrandStrategy #PricingStrategy #ConsumerPsychology #BrandMarketing #BrandGrowthResearchInstitute #LuxuryGoodsMarket