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Agenda-setting intelligence, analysis and advice for the global fashion community.

Who Gets to Buy a Birkin Bag?

Hermès’ elusive sales strategy is at the centre of a new legal challenge for the French luxury giant. BoF breaks down the practices under scrutiny and what the suit could mean for the fashion industry at large.
Birkin-maker Hermès is facing scrutiny around its sales practices.
Birkin-maker Hermès is facing scrutiny around its sales practices. (Getty Images)

It’s so hard to get your hands on an

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Further Reading

Why Logo-Free Luxury Is Here to Stay

‘Quiet luxury’ may have waned on TikTok, but strong results at Zegna, Brunello Cuccinelli and Loro Piana suggest demand for discreet propositions has staying power.

Case Study | Inside Hermès’ Best-in-Class Leather Goods Strategy

How a unique approach to supply chain, design, communications and retail has powered blockbuster demand for iconic bags like the Birkin and Kelly, enabling the French leather goods house to face down rivals and become a global megabrand with a market capitalisation greater than Nike’s.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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