Chanel

Chanel is the only mega luxury house still privately held. LVMH, Kering, and Richemont answer to shareholders. Chanel answers to the Wertheimer family. Public companies face relentless pressure to grow every quarter. Discounts move units but destroy brand value. Quarterly growth trumps permanence. Chanel has chosen to never discount. A Chanel two fifty-five bag retails for five thousand eight hundred dollars and has stayed between four thousand and six thousand dollars for thirty consecutive years. The company could afford to limit production, maintain price integrity, and let desirability compound without quarterly shareholder pressure.