[Alpha Biz= Ellie Kim] A customer in South Korea has initiated legal action against Dior, alleging the brand misled her about the repair of a high-end handbag purchased in 2016.

According to Yonhap News Agency on May 13, the customer, identified as A, bought a runway-line Dior bag for approximately KRW 7 million at a department store in Busan, after being told it was a rare item with only one unit available in Korea.

After using the bag for over eight years, A requested repairs in December 2024 at a Dior store in Seoul after several decorative beads fell off. Store staff informed her that, due to the rarity of the item, the bag would need to be sent to Dior’s Paris headquarters for repair.

However, the repair process, expected to take a few months, was delayed for over a year. When A followed up in February, she was told the bag would soon arrive from Paris—only to be notified the next day that repairs had already been completed.

Suspicion grew when A later discovered a social media video posted by a local repair shop in March, showing a bag identical to hers undergoing bead repair. After repeated inquiries, Dior confirmed that the repair had in fact been carried out domestically, not in Paris as initially stated.

A claims Dior staff repeatedly changed their explanation—from asserting the bag was repaired in Paris to later saying it was fixed locally using parts supplied by headquarters—and failed to provide documentation such as work orders or shipping records.

She further alleged that the repair involved relocating original beads to less visible areas, raising concerns about the authenticity and condition of the product. “I no longer know whether my bag remains genuine,” she said, expressing frustration over the lack of transparency and uncertainty about how the bag was handled during the extended repair period.

A has since taken legal action through her representatives, sending a formal notice to Dior. A legal representative stated that the case represents a serious breach of consumer trust and that both civil and criminal actions will be pursued to protect consumer rights and ensure fair market practices.

Legal experts suggest that Dior could face civil liability for damages as well as potential criminal charges, including property damage, depending on the findings.

Dior has reportedly offered to resend the bag to its Paris headquarters for repair and proposed a refund as part of its response.

 

 

[ⓒ 알파경제. 무단전재-재배포 금지]