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The Hustle Daily Show
Why Hermés doesn’t want to sell you a Birkin bag (and how to get one anyway)
May 28, 2024
Discover the exclusive world of Hermés Birkin bags, from their elusive sales approach to the allure and investment value. Learn about the antitrust lawsuit challenging their sales practices and how Hermés thrives in the luxury market by selling a lifestyle experience.
18:37
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Quick takeaways
- Owning a Birkin bag involves a strategic relationship-building process with a sales representative, emphasizing exclusivity and emotional connection.
- Hermes' market strategy maintains luxury brand status through exceptional quality, exclusivity, and aspirational allure of coveted handbags.
Deep dives
The Allure of Hermes Bags
Hermes bags are highly coveted due to their exceptional quality achieved by having one artisan work on each bag, strict supply restrictions to maintain high demand, and the exclusivity of the buying process. Customers, particularly young women, are drawn to the aspirational allure of these bags through online content like unboxing videos, gradually building a relationship with the brand, starting with smaller purchases before aiming for quota bags like the Birkin.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode