The European Commission has fined Gucci, Chloé, and Loewe over €157 million for illegally fixing resale prices across the European Economic Area. The investigation found that the luxury brands restricted independent retailers from setting their own prices, both online and in-store, through resale price maintenance (RPM) practices.
Gucci, Cholé and Loewe Alleged Price Fixing
These restrictions included limiting discounts and enforcing uniform pricing, which reduced competition and consumer choice. The companies cooperated with the Commission, earning reduced fines—Gucci and Loewe received 50% reductions. The infringements, which lasted up to eight years, ended in April 2023 following unannounced inspections. The ruling sends a strong signal to the fashion industry.
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