Gucci has started lowering prices on some handbags in China. The move comes as luxury demand weakens across major markets.
Louis Vuitton is holding back from similar cuts. Executives at the brand remain cautious about discounting signature products.
The debate exposes a long-standing taboo in the luxury sector. Price cuts can protect sales volume but may damage brand prestige.
Gucci’s decision follows several quarters of slowing growth. The label hopes adjusted pricing will bring back cautious shoppers.
Rivals are watching closely. Some analysts expect other mid-tier luxury names to test selective reductions.
Louis Vuitton argues that steady pricing protects long-term value. The brand prefers limited editions and store events to drive interest.
The standoff highlights a broader split in luxury strategy. Brands must now choose between defending margins or defending market share.
