Chanel, the renowned fashion brand, has taken further measures to comply with sanctions against Russia by not only closing its stores within the country but also by scrutinizing customers’ intentions when purchasing its products abroad. The recent move aims to limit the access of Russian buyers to Chanel’s clothing, perfumes, and other luxury items beyond Russia’s borders.
An incident involving social media influencer Anna Kalashnikova, who attempted to purchase earrings and a bag from Chanel in Dubai, shed light on this new restriction. Kalashnikova alleged that the store manager informed her, “We know you’ll be taking purchases to Russia, so we can’t sell our brand’s items.” This action has been perceived by some as “Russophobia in action.”
Chanel’s decision to impose these restrictions came in the wake of its earlier move to close all its stores in Russia, in collaboration with major fashion houses such as LVMH, Kering, Hermès, and Richemont, in response to the ongoing conflict in Ukraine.
Chanel now requires customers to commit that any purchases exceeding €300 will not be transported back to Russia. The brand clarified that this policy aligns with the trade sanctions imposed by the European Union and Switzerland on Russia. According to Chanel, these sanctions include a prohibition on the “sale, supply, transfer, or export, directly or indirectly, of luxury goods to any natural or legal person, entity, or body in Russia or for use in Russia.”
Qin Wang, a professor of marketing and innovation at Warwick Business School, pointed out that Chanel’s strategy carries risks. Recent research from the PR firm Clutch indicated that 63 percent of those surveyed expressed a likelihood to continue supporting businesses that remained silent on issues they cared about. The perception of whether Chanel’s actions are appropriate or cross into the territory of Russophobia remains open for debate, and this may have potential implications for the brand’s reputation.
Nonetheless, there have been voices in support of Chanel’s decision. Long Nguyen, chief fashion critic for The Impression, commended the brand for its bold stance, noting that Chanel is prioritizing its principles over financial gains. He emphasized that Russia represents one of Chanel’s significant luxury markets, and this choice is likely to have financial repercussions. However, it is also seen as a political move to appeal to Gen-Z clients who largely oppose the war in Ukraine.
There remains some uncertainty regarding the effectiveness of this policy, with reports suggesting that well-connected individuals may find ways to bypass the restrictions. Snezhanna Georgieva, the wife of Russian billionaire Artem Zuev, claimed that certain boutiques are still open for regular customers when contacted directly.
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