{HERMèS' SUCCESS HAS BEEN DRIVEN BY SCARCITY

While a lot of deluxe brands drive direct exposure with social media advertising, celeb partnerships and fashion 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 products haven't changed much in years; it does not have TikTok, and does not offer stars totally fre