EU fines Gucci price fixing reached €119 million as part of a combined €157 million penalty against three luxury fashion brands. The European Commission announced Tuesday that Gucci, Chloé and Loewe violated competition rules by fixing resale prices . An investigation launched in 2023 revealed the brands imposed their own pricing policies on retailers .
EU fines Gucci price fixing targeted anticompetitive behavior that increases prices and reduces consumer choice .The fines were reduced in all three cases due to the companies’ cooperation with the Commission. The investigation revealed these fashion companies engaged in resale price maintenance practices.
EU fines Gucci price fixing marks the largest individual penalty at €119.7 million for the Kering-owned brand. Gucci was hit the hardest with this substantial fine. The Commission found these luxury houses prevented retailers from setting their own competitive sales prices independently.
EU fines Gucci price fixing sends a strong message to the luxury fashion industry about competition law compliance. The anticompetitive practices artificially inflated product prices across European markets. This major antitrust action reshapes how luxury brands manage their retail pricing strategies moving forward.
