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If you have money, you still have to wait in line to buy things at Louis Vuitton, Chanel… even though the store is not crowded

The Covid-19 pandemic has cooled down in many countries around the world, but buying a Louis Vuitton bag, a Chanel suit or a pair of Gucci shoes tends to become more difficult when consumers have to wait in line. in turn to buy more. For their part, luxury brands are tight-lipped about why they do so.

During the pandemic, most luxury brands require customers to “shop by appointment” to comply with social distancing. However, when the epidemic prevention measures were removed, many brands still applied the above policy.

Big brands like Louis Vuitton, Chanel or Cartier did not specifically explain the long queues at the door and the need to answer questions from staff before going inside.

“We recommend that shoppers book an appointment before visiting the store to avoid long queues,” Cartier wrote on the website, without explaining further.

The secret behind the tricks of the brands: Even if you have money, you still have to wait in long lines to buy things at Louis Vuitton, Chanel... even though the store is not crowded - Photo 1.

A long line of customers in front of a Louis Vuitton store (Photo: NY Post).

According to experts, robberies from boutiques across the US, including New York, Chicago, Miami, San Francisco and Seattle, may be to blame. Last year, the situation got so bad that the city of Beverly Hills hired two private security firms to patrol the luxury fashion district of Rodeo Drive.

Last February, a Louis Vuitton store in New York was robbed. Since then, the location has only partially opened with a notice asking shoppers to queue outside. Here, four security guards will question and check anyone before they are allowed to enter the inner circle for staff to guide you to choose products.

“The airlines don’t want customers to walk around in the store without an employee,” said one salesperson.

However, retail consultant Steve Dennis thinks this is a “trick” of brands. They make it so difficult because they want to create a feeling of “exclusive”. “Most of the stores aren’t too crowded. Long queues can be found in Texas. Here, people don’t care about Covid-19 anymore,” he said.

Last week, a senior Chanel executive caused a stir when he revealed that the company plans to open exclusive stores in Asia next year for VIP customers. They are hiring 3,500 new employees for this plan.

Chanel’s chief financial officer Philippe Blondiaux said: “Our biggest concern is protecting our customers, especially our patrons. We will invest a lot in security to serve them best. maybe”.

Fashion blog Highsnobiety asks: “But what does Chanel want to protect customers from?”

Retail consultant Melanie Holland speculates that Chanel may not want her VIP guests to be the target of robbers despite the fact that these people rarely walk the streets.

The secret behind the tricks of the brands: Even if you have money, you still have to wait in long lines to buy things at Louis Vuitton, Chanel... even though the store is not crowded - Photo 2.

Before that, many luxury stores on Madison Avenue (Manhattan), including Chanel, Prada and Carolina Herrera had dimmed their lights, closed their doors and only opened by appointment to prevent riots or plunder during the day.

Last February, a group of seven thieves raided a shopping mall, stealing bags and jewelry worth nearly half a million dollars.

“After such incidents, the houses have grounds to suspect people who enter the store,” said a director of the law academy.

Many stores have assigned an employee to follow each customer or customer group to advise or promptly detect abnormal signs.

Source: NY Post

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