{HERMèS' SUCCESS HAS BEEN DRIVEN BY SCARCITY

While a lot of luxury brand names drive direct exposure via social media advertising, star partnerships and fashion programs, Hermès which began as a saddlery and which still hand-stitches the lion's share of its leather bags hasn't. Its major products have not altered much in decades; it does not have TikTok, and does not offer stars free handbag