French luxury brand Louis Vuitton has revised its product exchange policy in response to customer complaints about odors.
Previously, bags purchased three to five years ago could be exchanged due to odor issues, but the brand had been increasing the prices of these bags. Consequently, customers wishing to exchange their products were required to pay the price difference. This policy shift led to consumer backlash, with accusations of Louis Vuitton “abusing its power.” In reaction, the company adjusted its exchange policy based on the ‘original purchase price’ to the ‘current sale price.’
The affected products include bags like the ‘Marignan,’ ‘Pochette Métis,’ and ‘Alma BB,’ wallets such as the ‘Rosalie Coin Purse,’ card holders, and other canvas-made items.
For instance, the Pochette Métis was priced at $1,613 (2.14 million won) in 2017 but rose to $2,479 (3.29 million won) in June 2023, when the odor issue was reported, marking an $867 (1.15 million won) increase. Customers who bought the product in 2017 and encountered the odor issue would have had to pay this difference to exchange their item in June last year.
Louis Vuitton previously allowed customers to exchange products with odor issues for a different item by paying the price difference, calculated based on the original purchase price.
A customer who exchanged a bag last year due to the odor issue said, “I was quite fond of my Pochette Métis and wished to retain it, but the prospect of paying an additional $753 (1 million won) for the same bag was unappealing, leading me to choose a different model.”
The brand faced criticism for being perceived as “exploiting its power as a supplier.” The exchange process across various stores and sales representatives was also reportedly inconsistent. Louis Vuitton held a company-wide Zoom meeting to standardize exchange guidelines in response to the feedback.
A Louis Vuitton representative said, “Concerning the odor issue, we haven’t defined a specific time frame for exchanges. Previously, exchanges were offered based on the original purchase price, even for the same product. However, we have now updated this policy to reflect the current selling price.”
