"Luxury Item Worth 2.4 Million Won, Never Washed"…The 'Gucci Logo' Disappearance Case [Luxury World]

"Cardigan Discolors After Two Years," Customer Demands Refund
Gucci Says "Not a Defect," Refuses Refund
Strict Refund and After-Sales Service Policies for Luxury Product Defects

"It's a 2.4 million won luxury cardigan... but the logo on the chest has disappeared."

A in their 30s, an office worker, purchased a gray cardigan from the Italian luxury brand Gucci store located in a department store in downtown Seoul in October 2023. The cardigan was designed with the Gucci logo pattern, featuring a gradient (where the color is darker on one side and gradually becomes lighter on the other) in black, gray, and white.

Products photographed under the same lighting. The product on the left is the one for sale, and the product on the right is the one purchased by the informant. The informant claims that the gradient area that fades is completely gone without a trace of the logo when compared to the product on the left. Provided by the informant.

As the cozy winter continued, A, who had forgotten about the cardigan, took it out again this year and was shocked. The brand logo that was on the upper right part had disappeared. Only an empty space remained where the logo should have been, and the black logo connection part was not visible. Even considering the gradient effect, the entire logo in that area was erased, and A claimed that it was very different from the faint logo patterns on other products. He expressed frustration, saying, "When compared under the same lighting in the store, the logo was invisible only in the problematic area," and "I never washed it, and I only wore it twice after purchase, so there was no wear at all."

Gucci's position is that "the logo has not disappeared." According to the judgment by Gucci headquarters on the cardigan, it was confirmed to be an inherent design of the product.

However, A was outraged, saying that he could visually confirm the logo was gone, and if it had been designed like this at the time of purchase, he would never have bought it. He said, "The sales staff also admitted that they had never sold a product in this condition and said it was the first time they had seen such a product," and "Other sellers acknowledged the defect and said exchanges might be possible, but their attitude changed completely once the headquarters ruled it was an inherent design."

Expert analyses are also divided.

Due to the nature of the gradient design, there is a possibility that it was not uniformly knitted from the start. A representative from the Korea Textile Testing & Research Institute said, "Considering denim washing, it is impossible to make 100 pieces exactly the same," and added, "If only one side's logo is not visible, we need to consider the possibility that black threads were not included in that area from the beginning as part of the design."

However, the possibility of discoloration is also raised. Since the product was purchased over a year ago, if the dye in the black threads fades, the entire logo may appear to have disappeared. The cardigan was not printed with dye on the surface but was knitted directly with black threads. Black threads can discolor when exposed to light, water, and other environmental factors. If the thread dye was lightened to create the gradient effect, the color could fade over time. The Korea Chemical Fiber Association explained, "Depending on how the threads were dyed and how the product was stored afterward, the dyed thread color may fade," adding, "However, it is necessary to specifically verify the product."

How to Handle Defects in Luxury Products

Luxury brands provide repair services based on their own standards. If discoloration or component defects are found during the purchase process, the product can be exchanged for a new one. However, if the product has been used for a certain period after purchase, exchanging it due to defects is nearly impossible.

However, if the same problem repeatedly occurs in all products produced during a specific period, exchanges or refunds may be possible even after product use. A recent example is the Dior 'Book Tote Bag.' Dior offered free repairs, exchanges, or refunds to consumers after the glue used in the bag caused discoloration. Currently, free repairs are provided for up to five years from the purchase date.

Luxury brands also have strict standards for free repairs. For bags and wallets, free or paid repairs are provided for a certain period, such as 1-2 years, for issues like varnish, plating repairs, or loose threads after product evaluation. If customer negligence is determined, paid repairs apply. The repair period, including headquarters' judgment and repair time, can take up to about two months.

Additionally, luxury brands commonly maintain a policy that repairs are not possible for leather scratches or discoloration on leather. For clothing and shoes, since they are worn and used, free repairs are generally not available from the initial purchase, and most brands guide customers to paid repairs or domestic repair shops affiliated with the brand.

Regarding complaints about luxury products, since VIP (Very Important People) customers account for most department store sales, department stores cannot simply stand by. Therefore, department stores are known to make efforts to reach amicable agreements with brands or manage customers through some support.

However, legally, department stores have no obligation to be responsible for product defects to consumers. Luxury brands are tenants in department stores, and from the department store's perspective, they are merely renting out the store space and are not responsible for the products. Jeong Hwan-guk, representative lawyer of J& Law Office, explained, "If there is damage to consumers due to facility issues inside the department store, the store is responsible for violating management duties," adding, "While it can be resolved on a moral level, the department store cannot be held responsible unless it is the seller."