[Asia Economy Reporter Lim Hye-seon] French luxury brand Chanel is limiting the quantity of certain products that can be purchased per person in South Korea starting this month. This measure is interpreted as an effort to prevent 'reselling' activities, where products are bought and then sold at prices higher than the retail price.
According to Chanel on the 12th, starting this month, the purchase of 'Timeless Classic Flap Bag' and 'Coco Handle Handbag' lines will be limited to one item per person per year. For the 'Small Leather Goods' category, customers cannot buy more than two of the same product annually. However, different products within the same category can be purchased simultaneously.
This measure is reportedly designed to prevent a single person from monopolizing large quantities of specific products and to allow more people to purchase at the retail price. Previously, Chanel raised domestic prices of major products consecutively in February, July, and September, but the popularity remains strong enough to cause off-run lines (the phenomenon of purchasing luxury goods during store off-hours).
Besides Chanel, brands like Herm?s and Rolex are also implementing purchase restriction policies. Herm?s limits customers to buying up to two bags of the same design per year. For shoes and fashion jewelry products, customers can buy up to two of the same model per day. Rolex's purchase quantity restrictions vary by store, with each store allowing one to two watches per person annually.
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