In 2007, Louis Vuitton’s Neverfull MM tote was priced at $645. Over the years, it has transformed into a coveted luxury investment. According to CloverSac’s pricing records, after a slow period around 2010, when the monogram canvas version was sold for $750, the bag experienced approximately 12 price increases, reaching $2,130 by April 2025. This represents a 230% rise from its initial price, significantly surpassing inflation and many traditional investments.
Louis Vuitton implements a sharp, deliberate pricing strategy that propels its expansion. This approach is crafted to maintain the brand’s aspirational image, utilizing a strategic scarcity model that transforms ordinary bags into growing assets. For instance, in April 2025 alone, the Neverfull MM tote saw a $100 price hike overnight. This resale demand also sparks interest in more affordable alternatives. Contemporary shoppers are seeking options like luxurious Bottega bag alternatives and high-end Christian Dior bag substitutes—items offering an original feel without the hefty price tag.
How scarcity boosted the value of the Louis Vuitton Neverfull Tote
Louis Vuitton’s remarkable value retention is not just a claim; it surpasses competitors like The Row and Prada. According to Rebag’s 2024 Clair report, LV is termed a “unicorn” brand, one of the few with value retention exceeding 85%. Essentially, nearly eight to nine out of every ten dollars invested in an LV bag can often be recouped at resale. The Row, celebrated for its understated luxury charm, saw its resale value rise to 73% in 2024, as per Rebag. Prada falls slightly below that. According to Rebag’s 2024 Clair report, Prada bags maintain an average value retention of about 69%, with key styles like the Cleo Shoulder Bag and Triangle Logo Open Tote holding 84% and 87% value respectively. However, Louis Vuitton did not outperform Hermes, the brand renowned for retaining value better than gold.
The Louis Vuitton Monogram Neverfull Tote has been a staple item, but by 2024, it evolved into a true investment piece due to meticulously managed scarcity. Rebag’s 2024 Clair report highlights that the Neverfull Tote maintains an average resale value of 158%, with pre-owned bags frequently selling for $3,200 to $3,500, even when the retail price was $2,030. Such a markup is not coincidental. In May 2023, Louis Vuitton discreetly introduced a waitlist for the Neverfull, releasing stock gradually while demand remained high. By constraining supply rather than saturating stores, LV can transform an iconic item into a scarce one, with a resale price exceeding what you’d pay at its own boutiques.
Collaborations fuel sky-high premiums
Louis Vuitton has consistently employed effective marketing strategies, with artist collaborations being among the most successful. These partnerships often elevate functional bags into high-value collectibles, driving resale prices far beyond the brand’s already impressive baseline. In its 2023 forecast, Highsnobiety predicted the Louis Vuitton × Yayoi Kusama release to be the year’s biggest resale event, and they were correct. Currently, the Pumpkin Neverfull tote from that collection is listed for $95,000 on The RealReal. This outcome is the result of Kusama’s dedicated fan base paired with LV’s extremely limited release strategy.
Few collaborations illustrate price inflation like Louis Vuitton’s street-luxury collaboration with Supreme. The Epi-leather Keepall 45, initially retailing for $3,650, now sells for $10,612 on StockX, with potential to reach $12,751. GQ reported that the U.S. release of the Supreme × Louis Vuitton collection was confined to just two pop-up locations, Los Angeles and Miami, with only a limited selection of pieces available. Enthusiasts in other areas had no choice but to turn to the resale market. Shortly after, Louis Vuitton’s client-services team notified buyers that the collection would no longer be available in any stores or online, officially halting the follow-up release and ensuring scarcity on the secondary market. The combination of LV’s classic monogram with Supreme’s fan base demonstrated how merging scarcity with crossover hype can propel even a duffel bag to retail in the five-figure range.
