Since December 2024, clips from Pierre-Alexis Dumas's interview on 60 Minutes have been looping endlessly on Instagram. The artistic director of Hermès - and great-grandson of Émile Hermès - found himself pressed to explain the scarcity of the brand's flagship models, the Birkin and Kelly bags (Glitz, 15/02/24), which are central to the group's success (in 2023, leather goods accounted for 41% of its revenue). But this scarcity, which Hermès attributes to the artisanal craftsmanship involved in production,
In Focus | France
The hidden costs of Hermès's model of orchestrated ultra-exclusivity
Hermès, which is due to unveil its 2024 results tomorrow, is weathering the crisis in the luxury goods sector much better than its competitors, thanks in particular to its business model, which is based on the rarity of its bags. But the downside of this model, which requires the group to keep a close eye on both its sales staff and its customers, is not reflected in the figures, even though it requires ever greater resources.
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