The European Commission fined the fashion houses Gucci, Chloé, and Loewe for violating competition rules
The European Commission adopted decisions imposing fines totaling more than €157 million on the fashion houses Gucci, Chloé, and Loewe for breaching European Union competition rules.
The Commission found that these fashion houses, headquartered in Italy (Gucci), France (Chloé), and Spain (Loewe), engaged in a prohibited practice of resale price maintenance (RPM) between 2015 and 2023.
👉 Resale price maintenance (RPM) is a contractual clause in vertical agreements whereby a supplier obliges a buyer to resell the purchased products at a fixed price — meaning that the buyer may not sell below a set minimum price or above a set maximum price. RPM constitutes a hardcore restriction of competition under Article 101 TFEU and Article 53 of the EEA Agreement.
Restricting distributors’ freedom
The investigation established that Gucci, Chloé, and Loewe imposed restrictions on their independent distributors and retailers regarding the pricing of products, both in physical stores and in online sales.
In certain cases, the companies determined:
- the maximum discounts that retailers were allowed to offer,
- the periods during which promotional sales were permitted, and
- strict adherence to recommended retail prices.
Such practices maintained high price levels and reduced competition between retailers, thereby limiting consumer choice within the European Economic Area.
Proceedings before the Commission
The European Commission launched the proceedings in April 2023 by carrying out unannounced inspections at the companies’ premises in Italy, France, and Spain.
Formal proceedings were opened in July 2024. All three companies subsequently acknowledged the infringements and cooperated with the Commission, which entitled them to reductions in the fines imposed.
Amounts of the fines
- Gucci – €119.7 million (50% reduction)
- Chloé – €19.7 million (15% reduction)
- Loewe – €18 million (50% reduction)
Message of the European Commission
The decisions of the European Commission emphasize that restricting the freedom of distributors and retailers to set prices is not permitted and that such practices distort competition within the European Union’s single market.
With these decisions, the European Commission once again reaffirms its strict stance against anti-competitive practices in the distribution sector, including those relating to online sales.
