As it's been said, Chanel is not a brand of which we can say the prices are all that overhyped.
Quality is impeccable, they ensure a constant brand buzz that is in no way cheap (how much does it cost to fly an army of +30 topmodels to the other side of the world, for an average 1/2 minute on the runway?), and they treat customers extremely well.
Chanel doesn't just hand you a glass of champagne when you are a client. They throw events and parties to which you are invited, send Christmas gifts (perfumes, flowers, silk squares...), they welcome you to visit their showrooms, late store openings... they keep a very VERY close relationship with a large number of their clients (this is not just a TOP10 big spenders kind of thing).
Whoever decides to buy the infamous pair of leather pants, opens the doors to all of that i am sure (presuming of course, that this is not the kind of 'myfirst-myoneandonly' chanel investemt) and I say for some people, all of these things Chanel gives back to them can be worth more than the $8000 they are charged for the pants.
^ Really? The Beverly Hills branch was very ordinary service last time I went. I mean yeah they're helpful but it's not exactly worship. And even if they are the best service in town, I don't think it justifies the price. How much did it cost to make those pants? $50?
On a side note, I don't think it has ever been commented how that's a question people ask quite lightly... (not personally talking about you
Squizree, you were just the last one to ask)
i mean, are we talking full or direct, are we measuring how 'rich' the company gets in terms of gross margins, or looking beyond indirect costs, do we care about the other competitors prices or not, how do we quantify utility, opportunity costs, reservation prices...
the whole
science of pricing... it is not at all simple!!!