PRICE

Chanel products and clothes are priced highly due to their luxury status for example the Classic Flap Bag is upwards of £8000, the exclusivity of these items commands the prices and older more established consumers are willing to spend more. However, Chanel does have lower priced items in its range from make-up to perfume ranging from £23 for an eye pencil to £200 for a No5 Perfume.

On the other hand, previous DSM collaborations have seen prices from approx. £40-£200 for items such as Vans, T-shirts and hoodies. These prices have proved to be successful with collections selling out and being resold for sometimes double the original price online. It is these lower prices that will appeal to younger audiences, despite their high spending power, Gen Z are specific shoppers who do not spend over the odds for

something they do not see as valuable or to have quality. Therefore, the clothing and products in this capsule will follow a more inclusive and affordable yet luxury price tag to ensure the brand image of Chanel is not cheapened. Having researched into other luxury streetwear brands and their price ranges such as OffWhite, Fear of God and Vetements, they sell their items at approx. £160-£220.

For this collaboration, a range of prices similar to these would be beneficial so as not to undermine Chanel’s quality and prestige. The purpose of this collaboration is to give Gen Z as chance to buy into a luxury brand building their relationship therefore prices will start at £160 for a t-shirt and increase for larger items such as hoodies.

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