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How Dior and Chanel Are Tackling Fashion’s Pricing Problem

France’s biggest couture giants are bulking up their assortments of handbags and small accessories at the lower end of their offer as they seek to reengage customers after years of some of the industry’s punchiest price hikes.
With new collections in stores, Dior and Chanel are testing out creative reboots and addressing the issue of pricing.
With new collections in stores, Dior and Chanel are testing out creative reboots and addressing the issue of pricing. (Spotlight/Launchmetrics.com)
By
BoF PROFESSIONAL

With new collections from Chanel and Dior finally in stores, two of the fashion industry’s highest profile creative reboots are being put to the test. On the other side of the value equation, they’re also addressing the issue of pricing after years of implementing some of the sector’s biggest hikes.

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Further Reading

The Great Fashion Reset | Can Designer Revamps Save Fashion?

Brands are betting big on creative reboots across the luxury industry including Dior, Chanel, Gucci and more. But sticking the landing on an aesthetic refresh is easier said than done, and a new generation of creative directors face the same systemic challenges that stymied predecessors.

Why Chanel Chose Matthieu Blazy

The designer, fresh off a star turn leading Bottega Veneta, succeeds Karl Lagerfeld and Virginie Viard as artistic director at the French couture and beauty giant, the industry’s most coveted creative post. Fashion president Bruno Pavlovsky breaks down the logic behind the historic choice.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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