Does the French Louis Vuitton store worry too much about customers?

The average businessman often struggles with a lack of customers, but for the iconic French luxury brand Louis Vuitton, the problem is quite the opposite. With an overwhelming number of shoppers, especially from Asia, the brand has had to take unusual measures to manage demand. Recent reports from French media indicate that due to a sharp rise in foreign tourists—particularly from China and Japan—Louis Vuitton has been forced to reduce its operating hours in Paris. The goal is to prevent stock shortages during the holiday season, especially around Christmas. At the brand’s flagship store on the Champs-Élysées, long lines are a common sight. Most of the shoppers are international visitors, while locals rarely appear. Some popular bag models have even been discontinued, requiring customers to book appointments and wait weeks before they can make a purchase. France’s renowned newspaper *Le Monde* commented that this situation highlights a return to an era of excess, sarcastically asking, “Where is the economic crisis?” as it pointed out how luxury spending remains strong despite global financial challenges. To avoid running out of stock, Louis Vuitton has adjusted its store hours. The Champs-Élysées location now closes at 7 p.m., instead of 8 p.m., while other Paris stores have moved their closing time from 7 p.m. to 6 p.m. These changes will remain in effect until the end of November. In addition to shortening business hours, the brand has also introduced purchase limits. Customers are now allowed to buy only one handbag or one small leather accessory, or two smaller items. A sales representative explained that these restrictions are not meant to turn away customers, but rather to ensure more people can get what they want. One major reason for the crowded stores is the significant price difference between Paris and other locations. Products in Paris are often 40% cheaper than in Beijing and 30% cheaper than in Hong Kong. Plus, international shoppers can claim up to a 12% tax refund when leaving France, making the city a shopping hotspot. A company representative noted that the recent depreciation of the euro has also played a role in attracting more foreign tourists to shop at Louis Vuitton stores in Paris. According to *Le Monde*, the brand saw double-digit revenue growth in the first quarter of this year, with profits rising by as much as 53%. To address supply issues, the company is expanding its production capacity by opening new workshops and hiring 320 additional workers this year. However, because the products are handmade and require training, the production cycle cannot be significantly shortened. As a result, the current shortage of goods may persist for some time.

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