The world of luxury goods is often characterized by exclusivity, but recently, the pursuit of coveted items has reached fever pitch in South Korea, leading to chaotic scenes and prompting luxury brands to implement drastic measures. The phenomenon, known as "open run" (오픈런), describes the frenzied rush of shoppers lining up, often at dawn, to secure limited-edition or highly sought-after products. Chanel Korea, a prime target of these open runs, has taken a significant step to curb the chaos and protect the integrity of its brand, imposing a strict one-bag-per-person, per-year limit on its handbag purchases. This unprecedented move underscores the escalating battle between luxury brands and the powerful forces driving the open run craze.
Crowds Stampede for Luxury Goods in “Open Run”
The open run phenomenon isn't unique to Chanel. It encompasses a wide range of products, from limited-edition Pokémon pastries to highly desirable watches. However, the intensity and sheer scale of open runs targeting luxury handbags, particularly those from Chanel, have become particularly notable. Images and videos circulating online depict throngs of shoppers crowding store entrances, often hours before opening, creating a chaotic and sometimes dangerous environment. This intense competition reflects a confluence of factors, including the aspirational value of luxury brands in South Korea, the scarcity of highly sought-after items, and the lucrative resale market that fuels the demand.
The open run isn't simply about personal consumption; a significant portion of the shoppers are resellers aiming to profit from the high demand on secondary markets. These resellers often purchase multiple bags, further exacerbating the scarcity and fueling the cycle of frenzied shopping. This creates a frustrating situation for genuine customers who simply want to own a coveted Chanel bag for personal use, finding themselves competing against a well-organized network of professional resellers.
Why Koreans are only allowed to buy one Chanel bag
Chanel Korea's decision to implement a one-bag-per-person, per-year limit is a direct response to the disruptive and chaotic nature of open runs. The brand recognizes that the current system is unsustainable and detrimental to the overall customer experience. The chaotic scenes not only damage the brand's image but also present safety concerns for both shoppers and store staff. The limit aims to level the playing field, preventing resellers from monopolizing the supply and ensuring that genuine customers have a fairer chance of acquiring a bag.
The policy is a bold statement about Chanel's commitment to preserving the exclusivity and prestige of its brand. By controlling the volume of sales, Chanel hopes to reduce the incentive for open runs and the associated negative publicity. It’s a calculated risk, potentially impacting sales figures in the short term, but a strategic move to safeguard the long-term value and desirability of its products. The move also signals a broader shift in the luxury retail landscape, acknowledging the need for a more sustainable and ethical approach to managing demand.
For some shoppers, luxe is worth the wait
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