Fashion house Chanel roasted online for $1,025 advent calendar full of stickers, other trinkets

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The iconic fashion house Chanel is being dragged online after a social media influencer unboxed the box. company advent calendar And turns out it’s loaded with trinkets that don’t look like anything close to a $1,025 price tag.

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The brand this year launched the advent calendar in a box of items ranging from five to 31. Unlike the traditional Advent calendar, which begins on December 1 and then new treats are discovered every day for the next 24, which lasts until Christmas Day. Chanel begins day 5 for the brand’s iconic fragrance, Chanel No.

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This year the calendar was released to celebrate the centennial of the fragrance, which was released 100 years ago by the company’s eponymous co-founder Gabrielle “Coco” Chanel.

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tiktok user Alice Harmon Received one of the kits and circulated itself while opening its contents, which included a full sized bottle of hand cream, a small tube of lipstick, and a bottle containing 35ml perfume, but mostly just miscellaneous branded items, Including stickers. Company logo, a dust bag, a magnet, a bookmark, a key ring and a flipbook.

“Stickers?” Harmon said in his first video on Kit’s unboxing, which has garnered more than 14 million views since it was posted four days ago. “It must be a joke,” she says of the kit, which retails for $1,025 Canadian.

“I’m kinda disappointed so maybe I should open up to something else,” she said.

Not a bad strategy?

While the reaction to the video has been mostly negative online, marketing expert Scott Stratton says what the channel is actually selling isn’t unusual by luxury brand standards.

The founder of Unmarketing told businesshala News in an interview, “I could argue that for most luxury brands, you’re paying for a name, which is what you get, but that kind of pushes the limit a bit.” Is.”

“Pushback doesn’t equate to the real impact of the brand,” he said. “Everybody is sharing it right now on tiktok or instagram or anywhere and also giving them exposure and marketing [and] If you’re in the channel, you really don’t care what other people think of the calendar or the box or the item.”

On its website, Chanel says there is an “ultra-limited quantity” of calendars for sale, and its Canadian website suggests it is no longer available.

Stratton says he wasn’t surprised to see it sold out. “A lot of them will be going to buy it just to make videos of how much they don’t like it,” he said.

channel dispute claims

Harmon claims that after her video went viral, the channel shut down its TikTok account, but in a statement to businesshala News, the fashion house says that is not the case.

“It has never been activated, has never published any content, has no subscribers and no subscriptions,” the company told businesshala News in a statement. “So whoever visits it sees the page blank.”

Although the company says it is “sorry that this calendar has disappointed some people,” it disagrees that it was in any way misleading about what exactly is included in the package.

“The special contents of the calendar are always fully detailed on our website as well as on the product packaging: 27 boxes numbered from 5 to 31, containing full-size perfume and makeup products, miniatures and souvenirs,” said channel.

“This calendar, available for a short period only, features a unique design and an original material that make it a true collector’s item whose value cannot be summed up by the products included alone.”

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