TAILIEUCHUNG - Selective Distribution of Luxury Goods in the Age of e-commerce An Economic Report for CHANEL

We build a two-country general equilibrium model of exchange rates that features two roles for nontraded goods: as ¯nal consumption and as an input into the production of ¯nal tradable goods (retail services). In addition to retail services, ¯nal tradable goods require the use of local and imported intermediate traded inputs. Intermediate traded goods and nontraded goods are produced using local labor and capital services. Thus, our model has an input-output structure (as in Obstfeld, 2001), where the output of some sectors is used as an input to the production of ¯nal goods. In addition to intermediate goods, agents in the two countries also trade one riskless. | INTERNATIONAL Prepared For Salans Paris Selective Distribution of Luxury Goods in the Age of e-commerce An Economic Report for CHANEL Prepared By Dr Cristina Caffarra CRA Prof. Kai-Uwe Kuhn University of Michigan CRA International 99 Bishopsgate London EC2M 3XD Date 15 December 2008 Selective distribution in the age of e-commerce 15 December 2008 o INTERNATIONAL TABLE OF CONTENTS EXECUTIVE 1. INTRODUCTION AND STRUCTURE OF THE 2. VERTICAL RESTRAINTS ECONOMIC RATIONALE AND EMPIRICAL The Efficiency Rationale for Vertical Potential Anticompetitive Effects of Distribution Channel Empirical Evidence on Vertical 3. EFFICIENCY BENEFITS OF SELECTIVE DISTRIBUTION RESTRICTIONS IN THE SALE OF LUXURY Product Image Shopping Experience and Matching as Key Customer Contractual Restrictions on Distribution are Directly Motivated by these 4. HOW DIFFERENT IS THE INTERNET AS A DISTRIBUTION CHANNEL .18 What is Different about the internet as a Retailing T echnology .18 Efficient Solutions to the Contracting Problem for the luxury goods 5. IS RESTRICTING THE INTERNET AS A DISTRIBUTION CHANNEL ANTICOMPETITIVE 24 the Intra-brand competition Is Price Discrimination anticompetitive .27 the Efficiency benefits of the internet can be obtained Without Restricting THE CONTRACTING Choices of 6. POLICY economic Analysis strongly suggests a presumption in favour of selective distribution independent of sales the Value of Experimenting on optimal Distribution channel Page i Selective distribution in the age of e-commerce 15 December 2008 INTERNATIONAL EXECUTIVE SUMMARY 1. We have been asked by Salans counsel for CHANEL to provide an economic opinion on the justification for restrictions on internet distribution by luxury goods manufacturers operating selective .

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