Unfolding the Birkin Obsession: Hermes' Exceptional Luxury Marketing

At some point in our lives, we are all captivated by the allure of celebrity fashion, methodically examining every element of their outfit as we scroll through our laptops. Our eyes x-ray their outfits, gathering brands, nuances, colour schemes, etc., only to find a less expensive version of them. But there is one detail that doesn’t have a cheaper version of it: the exclusive, most desired Birkin Bags. 

The exclusivity, the premium pricing, the excellent marketing strategy, What makes a Hermes bag a Hermes bag?

Genesis of the Brand

What began as a humble saddlery and fine equestrian leather goods business has evolved into a luxury powerhouse with a presence in 311 stores across the United States, Russia, and Asia. Employing over 15,000 talented individuals, Hermès is an emblem of craftsmanship and refinement.

The Birkin Bag was named after the English actress and singer, Jane Birkin. The inception of this captivating story dates back to 1981, when Jane Birkin found herself seated next to Hermes CEO, Jean-Louis Dumas, on a flight. Their conversation headed into the realm of handbags, where Jean expressed his disappointment at the lack of a chic bag that could easily accommodate Jane's daily essentials. Dumas got inspired to create something fit for the needs of a modern woman, inviting Birkin to collaborate with the brand. Four years later, the world had its first Birkin bag.

During an interview with the Telegraph, Birkin recalled her custom-made bag request, emphasising the importance of having a travel companion that catered to her every need - complete with designated pockets for all essentials and a secure zipper to prevent any accidental spills. As a result, the essence of a Birkin bag is rooted in its combination of comfort and functionality.

The Birkin Bag has a history of collaborating with the “It Girls,” who are at the top of femininity and success in marketing their products. In the same way, they have a handbag called Kelly, which got its name from the former Princess of Monaco, Grace Kelly. While the bag existed before the collaboration with Grace Kelly, she popularised it.

Impeccable marketing strategy

Hermes’ marketing strategy has proved to be a major factor in its success in the market for luxury brands. The Hermes bag has developed several discerning customers by becoming a symbol of class and exclusivity. Hermes uses scarcity, exclusivity, craftsmanship, and a strong heritage as the main elements of its marketing strategy. It also has an anti-marketing policy where it indulges in zero to no ads for its product and rather focuses on its relationship with long-standing customers. From exclusive designs to the most artistic collaborations, Hermes has continued to secure its position as the leading luxury brand. Some of the strategies used by them to make their brand exclusive and to maintain long-term customer relationships are:

Scarcity and exclusivity

Certain factors make the Birkin Bag hard to get, even for a selective crowd. Firstly, it costs between $11,000 and $380,000, depending on the leather used and the rarity of the material. Secondly, there is at least a six-year waiting list to buy the bag. Lastly, the bag is not advertised anywhere. They've expertly created the illusion of exclusivity for potential buyers. Even if you have the financial means to acquire the coveted Birkin bag, your chances are slim unless you have connections or a notable history with the brand. In many cases, you might have to wait years before you are offered the honour to buy the Birkin Bag. Additionally, Hermes has always followed the “limited edition” strategy. It limits the distribution of the bags in the stores and brings the stock into those stores at unpredictable times, which makes people eager to stalk their timelines and yet get defeated, making them even more desirable.

Craftsmanship and creativity

Hermès has established stability and self-determination through its unique approach to leather goods in a quick-paced, cutthroat fashion industry. The firm continues to concentrate on high-end leather accessories, limiting less expensive canvas lines that are a major source of revenue for competitors, and giving traditional, high-quality manufacturing methods precedence over rapid expansion.

It is known that every single Birkin bag takes up to 48 hours for an artist to complete. There is a mandatory 2-year training period for a craftsman before they can start making any products under the Hermes brand. Hermes only hires around 200 craftsmen for its leather department per year, and this has been continuing since the six generations of Hermes craftsmen. This selective group of craftsmen makes it easier to create bags with quality that equates to the price and gives them an actual luxury experience.

Every year, the craftsmen at Hermes get a theme to make their bags on. For 2019, it was “in the pursuit of dreams." They majorly collaborated with various designers to have an equal share of the profit extracted from the popularity of a Birkin Bag. For instance, the brand teamed up with Japanese artist Hiroshi Sugimoto to create a limited seascape-inspired silk scarf collection.

Storytelling is also one of the ways Hermes creates almost a distinct personality for its bags. Hermes has always been credited with creating compelling background stories about their bags, which make the buyers emotionally connected with the bag and cherish it for almost their whole lifetime. Their campaign, “The Gift of Time,” beautifully illustrated the hard work that their craftsmen put into making a single Birkin bag.

Retail experience

Luxury means a rich experience, and this experience begins with the experience you get when you step into a shop. Hermes has always believed in an exceptional customer experience where customers are treated with the utmost care. It creates a luxurious and personalised buying experience for its customers, with salesmen giving them personal recommendations and guidance. It makes the customer feel like they are the king of the world when it’s the other way around.

Hermes' intriguing marketing strategy piques interest in the enchanting way luxury brands weave themselves into the fabric of dreams. Positioned at the pinnacle of the luxury market, Hermes handbags, scarves, and accessories are often more expensive than counterparts like Fendi, Gucci, Louis Vuitton, and Burberry. Nonetheless, it is the most sought-after luxury bag in the world. 

This urges the question: how does an anti-marketing strategy and the aura of scarcity continue to work in favour of a luxury brand in the age of social media?