Brands imposed limits on discounts, sale periods and, in some cases, banned promotions
The European Commission today fined luxury fashion brands Gucci, Chloé and Loewe 157 million euros for limiting the resale prices of clothing, footwear and accessories for eight years.
“The European Commission has fined fashion companies Gucci, Chloé and Loewe for setting resale prices, in violation of European Union competition rules. The Commission’s investigation revealed that the three companies restricted the ability of the independent retailers they work with to set their own sales prices, both online and in physical stores, for products designed and sold under their respective brands”, announces the institution in .
“This type of anti-competitive behavior increases prices and reduces consumer choice”, says Brussels, explaining that the total fine of 157 million euros already has a reduction due to the cooperation of fashion companies based in Italy, France and Spain selling luxury fashion products.
The community executive initiated investigations on its own initiative and carried out unannounced inspections at the headquarters of Gucci (Italy), Chloé (France) and Loewe (Spain) in April 2023, having initiated a formal procedure in July 2024.
