{HERMèS' SUCCESS HAS BEEN DRIVEN BY SCARCITY

While many deluxe brands drive direct exposure via social media marketing, celebrity collaborations and style shows, Hermès which started as a saddlery and which still hand-stitches the lion's share of its natural leather bags hasn't. Its major items haven't changed much in years; it does not have TikTok, and doesn't offer celebs totally free purs