【Seoul, South】Chanel Overtakes Louis Vuitton… Shift in the Luxury Brand Landscape

According to the luxury goods industry on the 2nd, Chanel Korea has implemented a surprise price increase on some jewelry and bag products starting today. The price of the 22 bag in medium size rose from 8.67 million won to 9.38 million won, and the small size increased from 8.22 million won to 8.89 million won, marking an 8.2% increase. The Chanel New Mini Classic Bag saw a roughly 7% increase from 7.48 million won to 8 million won. The Classic Card Holder’s price rose from 900,000 won to 970,000 won, an increase of about 7.7%. The photo shows a Chanel store in Seoul on June 2, 2025.

Chanel has ascended to the top of the fashion sector in the ‘2025 Global Luxury Brands’ ranking, with its brand value surging 45% year-on-year.
According to a report by Brand Finance, a UK-based brand valuation consultancy, Chanel recorded a brand value of $37.9 billion (approximately 54.6 trillion won), jumping from 3rd place in 2024 to 1st place in the fashion sector.
This result surpasses Louis Vuitton ($32.9 billion), whose brand value increased by 2%. Hermès ($19.9 billion) and Dior ($17.3 billion) followed.
This proves Chanel is the fastest-growing brand in the fashion sector. Henry Farr, a director at Brand Finance, had previously forecast in May last year:

Brand Finance also explained:

In this survey, Porsche ($41.1 billion) took the overall top spot. Despite a 5% decline in brand value, Porsche has maintained the number one position for eight consecutive years.
Brand Finance emphasized: