I'm surprised no one seems to have considered the possibility that Chanel actually likes resellers. Resellers bring frequent, reliable sales and income for the company. They also test the waters for the company as a whole on how much customers are willing to pay for Chanel products. It is the best market study on price sensitivity and brand preference a brand could have, on a scale that wouldn't be possible for Chanel, and, most importantly, without any of the negative repercussions of radically price testing their customers. I'm sure Chanel would like to sell their products to customers. But the bottom line of any company is to sell. Cutting out resellers could mean a huge loss of business for the brand. Not only that, but resellers bring brand awareness by flooding the resale market with Chanel purses, which is free advertising. This, in turn, brings more people into stores, even if more resellers, and more money is made regardless... Am I the only one that thinks this way?
I get what you're saying. This is an interesting perspective and makes sense from a marketing perspective. However I don't think that's their angle, but rather an unintended consequence. They have decades of sales history and they are clearly not afraid to increase prices, so do they need current market studies on today's buying trends? If they're still getting sales whether it's a customer or reseller, why not cut out resellers by increasing production and minimizing the number or styles that are released each season at higher prices? If it's easier for the average consumer to purchase a bag, that would put resellers out of a job. Resellers would have to slash their own prices to get rid of inventory they are sitting on. For example, instead of only releasing 1000 units each of 20 styles, Chanel can release 2000 units of 10 styles. More customers are able to get their hands on the bags they want to enjoy rather than resellers snatching them up. At some point Chanel's price increases might result in a plateau to sales as the price gap between Chanel and Hermes gets closer. Hopefully if that happens, their prices will stabilize otherwise I see themselves pricing themselves out of today's current volume in sales (did I say that correctly?).