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From the Wall Street Journal:
Chanel Acts on Prices as Euro Worsens Gray Market
PARISFrench fashion house Chanel said Tuesday it would increase prices in Europe on some of its prestigious handbags while slashing them in China in a bid to eliminate a growing price gap between Europe and Asia caused by the weakened euro.
Chanel said the price changes would take effect on April 8 and are required to eliminate a flourishing gray market for travelers who have been taking advantage of the vast price differential, buying handbags in Europe and reselling them in China.
This measure is intended to reduce price differentials across countries, which have widened considerably further to the recent depreciation of the euro, Chanel said.
The move could be the first of many price adjustments in the luxury industry after the deep slide in the euro against the dollar and other currencies has led the price of high-end accessories to vary greatly between New York, Paris and Beijing. While handbag prices have always been higher in markets outside of Europe, the current gap is far beyond the historical norm.
For consumers from mainland Chinaan important market for the luxury industrya weak euro, in addition to hefty Chinese import duties, has made the price differential so large that it has prompted shoppers to buy their luxury goods, especially handbags, while traveling in Europe.
The price gap has also inspired a growing parallel market, with traveling shoppers reselling their handbags online on sites like Taobao, a Chinese site that is similar to eBay, at prices that are higher than the retail price in Europe but still cheaper than those in China.
The regional variances in prices has created a headache for many brands that are managing global networks of stores in the midst of wild currency swings. After a stretch of rapid growth in Asia, many brands have been forced to rethink their strategy, slowing or halting new store openings as shoppers, especially from China, make the most of trips abroad to splurge rather than spend back at home.
Currently, the price gap is large enough for a Chinese shopper to justify the trip to Europe. The price in China for the Chanel classic 11.12 bag is 38,200 yuan ($6,095), or about 63% higher than the 3,550 ($3,750) price a shopper pays in Paris for the same bag. Meanwhile, the same bag was recently selling for 31,000 yuan by one trader on Taobao.
Ive never seen a discrepancy that large before, said Aaron Fischer, an analyst at CLSA in Hong Kong.
Chanels new prices will significantly narrow the gap. The company said that the bag is set to rise 20% to 4,260 under the new policy. The ticket for the same bag in China is set to fall 21% to around 30,000 yuan. Prices will also decline in Hong Kong, Korea, Vietnam and Russia. Meanwhile, the price in the U.S. will remain unchanged at $4,900.
Other brands are encountering a similar phenomenon: A
Gucci original Jackie canvas shoulder bag costs 82% more in Beijing than in Paris. A spokeswoman for Guccis parent company, Kering SA, declined to comment.
Luca Solca, an analyst at BNP Paribas, says historically, the same luxury handbag has always been cheapest in Paris, and has typically been 10% more expensive in New York and between 30% and 40% in China. The higher prices reflect import duties, especially in China.
However, that price gap has widened significantly in recent months as the euro has slid to a 12-year low, and luxury brands havent been able to keep pace with their price increases.
Avery Booker, a retail consultant at China Luxury Partners in New York, said that other brands will likely follow Chanels lead.
A lot of brands are worried theyre pricing themselves out of the market in China, he said. Still, he said that tourist shoppers from China are likely to continue to make the bulk of their purchases in Europe, partly because the price gap is still enticing. As well, he said the anti-corruption measures by the Chinese government discourage luxury buying at home and consumers feel that they get superior shopping experience in Europe.
Antoine Belge, an analyst at HSBC said that the low euro is still a huge bonus to European luxury companies, even if they cause a headache on the pricing front. The weak euro not only attracts tourist shoppers to European flagships, but it also makes sales made abroad count for more when converted back into the European currency.
The benefit of the low euro in profits is far greater than the problem of pricing, he said.
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