Major chains play with prices across Europe

By

Matthieu Guinebault

Published
Oct 3, 2012

A trip across the border can save up to 30% off at a big retail chain. This was the finding in a study published by the Belgian magazine test-Achats, which uncovered some surprising examples.

The magazine focused on large chains in food, fashion and furniture, tracking the prices of 977 products. The study concluded that retailers generally offered cheaper prices in their own markets. This is particularly the case for Zara, where prices showed a difference of 25% in Spain compared to the rest of Europe. The spread was especially pronounced for women's items (33% difference), also the case for the Spanish Mango clothing chain. In contrast, the discrepancy is smaller at H&M or Levi's, limited to a few price variations depending on the product category involved.

But for the French market, Yves Rocher served up the biggest surprise. The très French brand, which the company strongly promotes in its corporate image, offers French customers its highest prices in Europe – 37% higher than in neighboring Germany. For some perfumes, French prices can even be 67% higher than in other countries.