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Big luxury labels like Gucci, Prada, and Louis Vuitton aren't in the business of selling clothes  Quartz

A post shared by Dries Van Noten (@driesvannoten) on The major European luxury groups smartly limit their exposure to the vagaries of the apparel industry. At Kering, Prada, and Hermès, clothes are only about 10% of the business. Instead, most sales come from bags and other items. “High-end fashion was once a ‘real’ business,” the report says. “The goal was to produce beautiful garments that real people would wear. This is rarely the case today.” So why do most luxury brands continue making expensive clothes? Fashion executives don’t often address the point openly, but Tom Murry, the former CEO of Calvin Klein, offered an explanation in a 2011 interview. For a company that makes its money off underwear, jeans, and perfume, he told Business of Fashion , there’s still a real value to a runway line like CK’s Calvin Klein Collection: Well it’s not a business that contributes to the bottom line and it probably never will be. For us, it’s a marketing expense and we generate an incredible amount of editorial that is based on being in that business.

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