EU Fines Gucci, Chloe, and Loewe $182 Million for Anticompetitive Pricing

 

BY C STONE, | EDITOR IN CHIEF | THE SUPER HOT |||| FASHION NEWS

One could imagine the screams of fury coming from executives at Gucci, Chloe, and Loewe. They were caught price-fixing their brands in which their high prices benefitted their own brands.

The fine came in at 157 million Euros, or $USD 181.52 million). All 3 brands demanded that those who sold their products must NEVER lower their prices nor compete with each other with the same brands. The also collaborated on sales between all 3 brands. Kering, who owns Gucci, said the probe resolved after cooperation from Gucci, and they anticipated this in their first half 2025 results. How nice.

This follows a recent ruling against Giorgio Armani for 3.5 million euros, also alleging unfair commercial practices. 

It's quite unbelievable to think about it: major luxury brands collaborating over fixed pricing and sales. One could say it was akin to organized crime. Or is it?

We're going to bet not a single cent of this ruling went to consumers, but to the trade lawyers and government officials.