By John Tamny
Publication Date: 2025-11-16 19:00:00
PARIS, FRANCE – JULY 03: A black Hermès Birkin handbag in box calf leather with gold-tone hardware is displayed on a glass shelf under spotlight lighting, highlighting the luxurious texture and classic structure of the iconic model. Photographed during a fashion and luxury goods auction preview at Sotheby’s on July 03, 2025 in Paris, France. (Photo by Edward Berthelot/Getty Images)
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There are exponentially more willing buyers of Birkin Bags than there are Birkin Bags. Which is why Hermes has to be so careful about choosing whom it sells its bags to.
Among other things, it must consider those who will represent it best, thus expanding broad excitement about the brand’s other products. Sales may also reflect a look ahead, whereby efforts are made to please small buyers who might eventually be big buyers. Certainly Hermes must look beyond best customers to spread sales around city, region, country and continents to maintain globalized customer interest and loyalty.
Arguably of greatest importance to Hermes is what it learns from certain buyers about how the bags are used, what they’re used with, worn with, and all manner of other considerations. Let’s call these buyers “venture buyers” as described in my 2018 book, The End of Work.
From these rarified but not necessarily richest customers, businesses learn how to not just meet the needs of existing and future customers, they learn how to lead their needs. Thought of in terms of Hermes’ brand…
