Economics teaches us that the lesser the supply more the demand. This is because people think the product is one of a kind which in turn increases its appeal. Luxury fashion brands are using this to their benefit by introducing a purchase limit on their goods. The debate now stands whether these brands are doing this for their benefit or sustainable and promote slow fashion.
The purchase limits have recently been set in 2021 and include brands like Chanel, Louis Vuitton, Dior, and Hermes. Chanel’s new rule came up in October 2021, which stated that each consumer was allowed to purchase one bag per year, whether online or offline. This limit applies to certain bags such as the classic flip bag, coco handle, and small leather goods (cardholders and wallets), maximum of 2 of which are allowed per year.
LV sets 3 leather goods and 2 identical products as the limit per transaction on online purchases. Despite this, time restrictions are also in place. Within 4 consecutive weeks, one client is allowed a maximum of 6 leather goods, can buy in more than 3 different LV stores worldwide, and can carry out above 8 transactions. Hermès strict terms of sale include not more than 2 bags of the same design per year. While Dior reserved its limit right only to perfumes and is applicable only in specific countries (Australia, Croatia).
Now to answer the debatable question, as much as this might seem for the environment’s sake. It is not. One might wonder the reason behind the brands to do so. There are 2 main reasons for this. First is providing equal opportunities to every person to purchase their products while maintaining their exclusivity. If everyone had a Chanel bag, it would automatically lose its appeal. Secondly, to remove resellers from the picture. Resellers buy new products immediately and sell them off for higher prices depriving consumers of the brand experience and ripping them off.
Although these rules might not impact many people as the price, itself acts as a limit for many of us. We are just lucky to purchase one designer product in a lifetime rather than every year. Hoping for luxurious brands to make the necessary shift towards sustainability soon and release rules to benefit the environment. Even though knowledge about this rule might not directly help my future career, it is good to keep up with the industry. One never knows what might happen.
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