Chanel's answer to relentless demand was an invite-only private boutique concept in Asia, set at the time to launch in 2023, curated for its top level clients. CFO Philippe Blondiaux told Business of Fashion that Chanel's biggest preoccupation is protecting existing customers. Deloitte figures cited alongside the plan showed Chanel bags rising 11.8 percent and Birkin bags 38 percent.
What is Chanel planning?
Chanel is creating a shopping experience curated for its top level client base, pushing exclusivity with invite-only private boutiques in Asia. The plan was reported for launch the following year, with Asia as the focus because that is where the future growth of luxury lies. China is described as the most important market for luxury goods, and projected to be the biggest market by 2025. The Julius Baer Wealth Report framed the difference well: Europeans want a quality product with good advice and aftercare, while buyers in Asia are more interested in an exclusive buying experience.
Why is Chanel doing this?
The Classic Flap has proven it is one of the top investment bags and a form of inflation protection: with every price increase, demand stays high. Chanel has found that its brand carries mass demand, and fans have to compete with bag investors to snap up the goods. Even after repeated price increases, Chanel reported a shortage of bags against demand, which is why it set limits on purchasing Classic Flaps. CFO Philippe Blondiaux told Business of Fashion that Chanel's biggest preoccupation is to protect its customers, particularly pre-existing ones, adding that the house would invest in very protected boutiques to service clients in a very exclusive way.
What does the price data say?
According to Deloitte, luxury handbags rose more strongly, with 11.8 percent growth for Chanel bags and 38 percent for Hermès Birkin bags. Deloitte also found that Chanel bags, preferably designed by Karl Lagerfeld, rose in value by 7 percent during normal times and by a remarkable 17 percent in high inflation years, with a low risk of the asset losing value in its findings.
What does it mean for buyers today?
If boutiques become more protected and more selective, the practical door for most buyers is authenticated resale, where access does not depend on an invitation. The takeaway is simple: exclusivity at retail pushes demand toward pre-owned, and rare pieces keep their pull either way.
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The Chanel edit
