Thursday, 16 September 2010

Vuitton Running Out Of Stock? 16/9/10

We find it interesting to hear that Louis Vuitton is closing its Parisian stores an hour early for the rest of the year, to preserve stocks ahead of the Christmas rush. We don’t understand- are they having an amazing year, or did they underestimate their supply? Is there not time between now and Christmas to produce a little more? Stores frequented by tourists, including the brand’s flagship on the Avenue des Champs-Elysees, particularly popular among Japanese, Chinese and Russian tourists, are saving their stock for when it counts, according to brand representatives. We wonder whether this is a genuine concern for supply and demand over the holiday period, or a clever tactical promotion. Either way, we take our hats off to the announcement, because it is likely that the perceived shortage of the goods will create a spike in sales, if nothing else. Isn’t luxury about rarity and exclusivity, after all? It seems to be part of human nature that the harder something is to acquire, the more sought after it becomes. We wonder whether the Hermes Birkins would have been quite as popular if there was one available for everyone who wanted one. There is certainly something about the thrill of a chase. Perhaps Vuitton is planning to capitalise on consumers’ fears of missing out, and counteract the increasingly popular opinion that Vuitton is too commercial? We will be curious to see how many disappointed shoppers are turned away on Christmas eve….

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,