OPERATIONS

Pierre-Alexis Dumas ARTISTIC DIRECTOR

Hermès

MANY ORGANISATIONS looking to refine their customer journey will often try and create something that is seamless, user-friendly and, most of all, quick. But not Hermès. The company is synonymous with its scarcity-driven model – particularly in regards to its Birkin bags, with customers needing to build a relationship with a sales associate, create a purchasing history of other Hermès products and express interest in a specific model before being considered eligible to purchase. For new clients, this process can often take between one and three months. This approach has allowed the company to maintain product prestige and global appeal with customers, while sustaining luxury craftsmanship through lower production timelines.

“ Maybe there is another form of relation to the world, which is linked to patience, to taking the time to make things right. You cannot compress time, at one point, without compromising on quality.” Pierre- Alexis Dumas, Artistic Director of Hermes, told CBS News. Hermès’ premium positioning has created wide-scale customer demand – with estimates suggesting that there are 1.3 million searches for Birkin Bags per month, despite only around 12,000 to 17,000 being produced per year, and just 200,000 in circulation.

BRAND PHILOSOPHY

Developing a scarcity-driven model that reinforces the luxury positioning of the brand and drives customer demand.