The Hermès Game
Forget everything you know about shopping. Hermès doesn't follow rules, it creates them
If you think you can simply walk into a boutique and walk out with a Birkin on your arm, let’s correct that idea right now. A Birkin isn’t just a bag — it’s a trophy, a status symbol carefully reserved for a select group of customers who have earned their place in the brand’s invisible queue.
To acquire a Birkin, having money isn’t enough. You need a track record. And we’re not talking about just any track record. Hermès wants loyalty, commitment, a serious relationship. Before being considered “worthy,” you must build a narrative within the brand. That means investing in silk scarves, jewelry, porcelain, and any other item that shows you are a true appreciator of the maison’s savoir-faire.
Salespeople, unlike those at most maisons, don’t earn commissions on Birkins. Their role is far more sophisticated: they cultivate relationships, evaluate clients, and decide who is ready to enter Hermès’ exclusive club. And when (and if) the moment comes to offer a Birkin, the experience is almost theatrical — a blend of suspense, surprise, and, of course, satisfaction.
“The Hermès Game” is a masterpiece of marketing and psychology. Artificial scarcity is the brand’s greatest asset: initial rejection doesn’t discourage, on the contrary, it makes the Birkin even more desirable. The concept of “worthiness” lies at the core of the strategy. It’s not just about buying, but about being chosen.
The prices? They range from US$10,000 to figures exceeding one million. But the real cost is much more than money — it’s time, dedication, and patience. Each strategic purchase inside the boutique is a step in this silent choreography until the moment you finally receive “the offer.”
Birking and Birkin
Jane Birkin, the Franco-British style icon, inspired the creation of Hermès’ iconic Birkin bag. During a flight in the ’80s, she sat next to Jean-Louis Dumas, then CEO of the maison, and mentioned the difficulty of finding a functional yet elegant everyday bag. Dumas sketched a design on the spot, giving birth to the piece that would become a symbol of sophistication and desire. Handmade and with an exclusive waiting list, the Birkin reflects Jane’s timeless sophistication and legacy in the fashion world.
