{HERMèS' SUCCESS HAS BEEN DRIVEN BY SCARCITY

While many high-end brands drive exposure via social media advertising, celeb collaborations and style 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 items have not changed much in years; it does not have TikTok, and does not offer celebrities cost-free bags.|H