When Hermès opens its new Miami Design District flagship on Nov. 6, local clients will find a selection of leather goods, fashion, and accessories chosen specifically for them. Every Hermès outpost is run like an independent boutique, with a store director who visits Paris each year to buy pieces he or she believes will appeal to the location’s particular flavor.
But certain items resonate, no matter where in the world they land. Consider the Birkin Sellier 40, the latest version of what a casual observer might call the original It Bag. Crafted out of what is called Hunter cowhide—which holds its shape without much manipulation—the 40-centimeter-long style is unlined, with raw-edge straps, palladium hardware, and a retail price of $14,900.
The Sellier 40 will be available in Miami, although “available” is a relative term. Birkins of all shapes, sizes, and styles still sell out instantly, with wait lists typical of 10 or 15 years ago. The Birkin really holds up, says Robert Chavez, Hermès’s chief executive officer in the U.S. “Customers appreciate the quality, craftsmanship and timeless style.” ‘
Elite Sales
Yes, clients are suckers for a solid product that takes 18 to 20 hours to make from start to finish, all done by one craftsperson (who starts by selecting just the right piece of leather or exotic skin for the bag and ends with a series of painstaking quality control tests). But they are also suckers for careful, shadow marketing, high prices, limited supply, and a permanent air of exclusivity. It’s probaby the latter, more than the former, that has kept the Birkin the most elite handbag in the world. (...)
How to Get a Birkin
“No one can walk in and buy a Birkin ‘from the back,’” says Michelle Goad, CEO of P.S. Dept., a personal shopping app that services 20,000 luxury customers globally. "The key to getting one is to find someone who has a relationship with one of their associates, [which means they’ve] bought one in the past."
If this sounds a bit like a Catch-22, that's because it is: To be sold a Birkin, you have to have bought one already. Unless you get lucky.
Very occasionally customers can waltz into an Hermès shop and scoop up a surprisingly available version—the 2009 memoir, Bringing Home the Birkin: My Life in Hot Pursuit of the World's Most Coveted Handbag, detailed personal shopper Michael Tonello’s experience in doing that very thing—but that’s far from the norm. Instead, you need to snag a spot on an unofficial waitlist. And then wait.
“Think of it like almost being interviewed,” says Goad. “You have to have a purchase history at the store to just get started, then they meet with you, assess how serious you are about spending, and then you go on their list.
by Lauren Sherman, Bloomberg Business | Read more:
Image: Jeremy Allen
But certain items resonate, no matter where in the world they land. Consider the Birkin Sellier 40, the latest version of what a casual observer might call the original It Bag. Crafted out of what is called Hunter cowhide—which holds its shape without much manipulation—the 40-centimeter-long style is unlined, with raw-edge straps, palladium hardware, and a retail price of $14,900.The Sellier 40 will be available in Miami, although “available” is a relative term. Birkins of all shapes, sizes, and styles still sell out instantly, with wait lists typical of 10 or 15 years ago. The Birkin really holds up, says Robert Chavez, Hermès’s chief executive officer in the U.S. “Customers appreciate the quality, craftsmanship and timeless style.” ‘
Elite Sales
Yes, clients are suckers for a solid product that takes 18 to 20 hours to make from start to finish, all done by one craftsperson (who starts by selecting just the right piece of leather or exotic skin for the bag and ends with a series of painstaking quality control tests). But they are also suckers for careful, shadow marketing, high prices, limited supply, and a permanent air of exclusivity. It’s probaby the latter, more than the former, that has kept the Birkin the most elite handbag in the world. (...)
How to Get a Birkin
“No one can walk in and buy a Birkin ‘from the back,’” says Michelle Goad, CEO of P.S. Dept., a personal shopping app that services 20,000 luxury customers globally. "The key to getting one is to find someone who has a relationship with one of their associates, [which means they’ve] bought one in the past."
If this sounds a bit like a Catch-22, that's because it is: To be sold a Birkin, you have to have bought one already. Unless you get lucky.
Very occasionally customers can waltz into an Hermès shop and scoop up a surprisingly available version—the 2009 memoir, Bringing Home the Birkin: My Life in Hot Pursuit of the World's Most Coveted Handbag, detailed personal shopper Michael Tonello’s experience in doing that very thing—but that’s far from the norm. Instead, you need to snag a spot on an unofficial waitlist. And then wait.
“Think of it like almost being interviewed,” says Goad. “You have to have a purchase history at the store to just get started, then they meet with you, assess how serious you are about spending, and then you go on their list.
by Lauren Sherman, Bloomberg Business | Read more:
Image: Jeremy Allen
