How Did Hermes Build Luxury Goods Into Works Of Art?

A 2014

Birkin handbag has just become the most expensive bag in the world. It sold 2940000 HK dollars (about 2 million 560 thousand yuan) in Hongkong auction.

This package is made from the top crocodile skin. The hardware is made of pparent diamonds, and the clasp on the package is 18 carat platinum.

Before the auction, the price of the package was estimated to be between HK $1500000 and HK $-2000000. The price of the package was much higher than expected, and it was bought by a mysterious buyer.

Hermes's Birkin bag is a frequent visitor to the auction house.

According to the world clothing shoes and hats net, a similar red crocodile skin Birkin bag has been changed hands, and finally sold to a US billionaire at the price of 298 thousand US dollars, which was broken at that time.

Price record.

History is really striking.

According to the original sales data, the red crocodile Birkin sells for $160 thousand at the Hermes boutique in New York.

Hermes is very capable of building bags into appreciable works of art.

Birkin made a 2 million 560 thousand yuan price. How did Hermes build luxury goods into works of art?

Birkin bag is the most famous bag of Hermes, probably every one knows.

The ultimate dream of girls.

The reason for the birth of this bag is not romantic at all, nor even very advanced.

When the British singer Jean Birkin took her child on board the plane, he found that he was very short of a lightweight bag that could pack litter. So he complained to the man next to the seat.

It's very smart that the man next to him is Jean-Louis Dumas, the chief executive of Hermes.

The bag for baby products finally became a reality in 1984.

Today, Birkin has evolved from the sundry bag to the ICON of fashion circle, the favorite of celebrities and celebrities.

Hermes made Birkin a symbol of status, or even an art of preserving value.

Hermes is the leader of luxury group in shaping bags. Sales may not be as large as LVMH and Gucci, but it is considered to be the most expensive luxury product. Hermes is going to be a more high-end way.

Number one: materials are rare.

Birkin's entry-level bag price is around 50 thousand. If it's a special material, it will be about 300000.

The highest state of luxury leather bags is Hermes' favorite crocodile skin.

Hermes has mentioned in the documentary that the material used in the handicraft industry must be controlled.

Crocodiles are not only hard to serve, but also expensive.

According to the world clothing and shoe net, the average crocodile skin bag costs two alligator skins. The cost is about 1200 dollars (about 8000 yuan). All crocodiles in Australia (artificially bred) can supply 25000 bags each year, but luxury brands usually pick the best 10% crocodiles.

The best materials are available, and then they are made and sold.

Hermes Road No. 2: handmade and limited sale.

Craftsmen make handbags all the time. It takes about 48-72 hours to sleep. The factory can only produce several finished products every month.

The Birkin package is very limited. Hermes is building a product that you can buy if you buy it.

Throw 100 thousand of the cash in the store, do not take a Birkin.

According to the statistics of South China Morning Post, if you want a Birkin bag now, you probably have to wait for six years.

This winning rate is almost the same as Beijing's Yaohao buying a car.

Hermes has always emphasized master's handwork when making a bag, even if one is different due to the difference of personal craft, it is quite individualized.

This is also the most powerful business logic of luxury goods. It does not sell large scale production of line machines, emphasizes technology, emphasizes the scarcity of products and the symbol behind products.

This is why Hermes is the most difficult and valuable luxury that people have.

Not long ago, Axel Dumas, chief executive of Hermes, said that consumers are very interested in products with special technology, and the scope of purchase is expanding.

This special process is precisely the attraction of Hermes.

But in recent years, because of the poor market, Hermes is changing its strategy to increase the output of handbags and make handbags faster to save sales.

Last year, Hermes's output increased by 15% over the same period last year.

It should be noted that consumers spend a lot of money and wait patiently because of the scarcity of products.

Once the market recovers, too many products will damage the image of the brand.

According to a Baghunter study last year, the value of Birkin bags has increased by more than 500% in the past 35 years, and its value has never dropped.

The Birkin package is probably a safer and more secure way of investing than the stock market.

More interesting reports, please pay attention to the world clothing shoes and hats net.