Hermès vs Louis Vuitton vs Chanel: Which Brand Truly Performs Better in the Resale Market?
When we talk about resale value in luxury, the conversation often starts—and ends—with Hermès. And rightly so. Quota bags like the Birkin and Kelly can return the full investment, and in many cases, more than the original purchase price. From a pure ROI perspective, Hermès remains unmatched.
However, resale success isn’t only about appreciation—it’s also about liquidity.
Louis Vuitton, particularly monogram styles purchased years ago, may not deliver headline-grabbing profits. But after years of regular use, owners often retain 60–70% of their original spend. Add to that the brand’s accessibility and strong demand, and LV bags tend to resell faster and more consistently than most luxury brands. In terms of speed and certainty of sale, Louis Vuitton remains a clear winner.
Chanel sits in an interesting middle ground. With retail prices increasing sharply year after year, new Chanel bags are becoming increasingly aspirational. As a result, classic styles—such as the Wallet on Chain and Small/Medium Flap bags—perform well on the resale market, typically retaining up to 70% of their purchase value. Vintage flap models also hold steady demand. That said, Chanel bags generally resell at a moderate pace, slower than Louis Vuitton and comparable to Hermès.
So, who wins on resale?
If appreciation is the goal, Hermès leads.
If liquidity and reliability matter most, Louis Vuitton stands out.
Chanel offers a balance of aspiration and value retention, but with a steadier resale cycle.
From a resale-market perspective, Louis Vuitton remains the most sure-shot brand in terms of speed and consistency, while Hermès and Chanel compete more closely on ROI.
