Chanel Discloses Official Quota System for the Classic Flap

Higher prices, limited supply… and now the latest official change in Chanel’s marketing program. A quota system, effective June 7th, restricting shoppers to two Chanel classic flaps per year. Sure, rumors have been around for a while that Coco’s house was instituting limits on purchases. But Chanel’s official position just a few months ago was that determinations were being made on a regional or store basis, largely due to supply issues.

Now, however, it is becoming an official brand-wide policy. Two classics per year (any color, any size) and… the mini flaps are included. We can confirm this in the US but we suspect this will be implemented globally. And for those of you who already bought two classic flaps this year… you’re done. Our sources confirm the new quota applies to fiscal year 2022.

This is big news. It sounds very much like another house with which we are all too familiar. This might be that final step in elevating the status of the classic Chanel flap. With less availability and fewer new bags on the market, the flap becomes more exclusive, sought-after and valuable.

So what does this mean to collectors and shoppers alike? Whether the value of the iconic classic flap in your closet rises remains to be seen. We don’t suspect a value hike in the near future but we could foresee it in a few years, assuming the flap remains popular with limited supply. That is the potential effect of increased scarcity. In any event, as you are limited in the ability to expand your collection (e.g. purchase new classic flaps), you may become more attached to those you already possess. In other words, you may value these bags more greatly.

Image Credit: @empressa.dc

As to what happens should you choose to rehome a flap on the secondary market, it is hard to predict. For the BNIB (brand new in box) newest and hottest color, premium pricing could be in order. Much like the hard to get Hermès quota styles, these bags might be priced at some multiple of retail. Consider it purely aspirational at the moment though, as that has never before been the case for Chanel flaps. Indeed, it is only in recent seasons that these bags have seen any secondary market pricing in excess of the original cost.

Furthermore, this could be part of Chanel’s plan to heighten interest in its other bag offerings. Take the Cruise 2023 runway, for example. In reviewing the handbags presented, although there were plenty of flap style bags (and tons of bags and bag-like accessories), there were few actual classic flaps. Not to belabor the point, but Chanel could be taking a lesson from its orange box competitor- if the quota bags are unavailable, buyers will purchase other items and other styles. And let’s face it, there is no lack of options at Chanel from the ever-popular vanity cases (large, small and micro), to backpacks and jewelry, let alone its hallmark ready-to-wear.

Read: A Look at Chanel’s 2023 Cruise Collection

Image Credit: Chanel

Image Credit: Chanel

It’s probably hard for the Chanel aficionado used to purchasing multiple bags per year, or at least being able to, to not feel rejected and dismayed at this latest limitation. After all, with the exorbitant increases in Chanel bag pricing over the last couple of years, at least the ability to purchase depended mostly on one’s own wallet, and to some extent supply. It’s understandable to feel like the target of this new policy but we suspect something deeper is really behind this move – an attempt to stop, interfere and/or limit the growing market of resellers profiting off of the popularity of Chanel’s classic bags.

Above quote was featured in the WSJ 


We will keep you updated on this space as news unfolds. How does this change the Chanel game for you?

Published: May 18th, 2022
Updated: August 28th, 2023

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