Chanel's price increases over the past five years have been extraordinary — are they losing the plot or playing a brilliant long game?

The Classic Flap has more than doubled in price since 2019. Chanel says it is about brand exclusivity and craftsmanship costs. Critics say it is pure price gouging on the back of resale demand. I want a serious conversation about what this strategy does to the brand long term — and whether it is working.