I used to work at Hermes. I saw customers make the same 5 mistakes - especially when trying to get a coveted Birkin.

"Similar to other luxury brands like Porsche, Hermès uses scarcity marketing - a concept in which consumers value a product when there's a limited supply or availability. This means most customers cannot simply walk into a boutique and purchase the brand's highest-ticket items, like a Kelly or Birkin bag."

"If shoppers want to increase their chances of being able to buy the real thing, they should 'build a profile' or establish a consistent buying history with the store. This can be done by making entry-level purchases and working with a single, designated sales associate over time. After all, sales associates can play a major role in deciding who gets one of these coveted bags."

Hermès employs scarcity marketing strategies similar to luxury brands like Porsche, limiting access to high-ticket items such as Birkin and Kelly bags to select customers. Most shoppers cannot simply walk into a boutique and purchase these coveted products. To increase chances of acquiring these items, customers must establish a consistent buying history by making entry-level purchases and developing a relationship with a designated sales associate over time. Sales associates play a crucial role in determining who gains access to the brand's most exclusive offerings. Building a diverse purchasing profile across multiple product categories, including homeware and fine jewelry, strengthens a customer's profile and improves their likelihood of being offered premium items.

Read at Business Insider