Birkin Hermès, the bag, the brand and the crocodile

Nasim21

Luxury goods brand Hermès has recently come under fire from activists over how one of its flagship items, the Birkin bag, is produced.

The bag is in fact produced using crocodiles.

The luxury brand in question has adopted an interesting brand reputation strategy, let's take a look at it.

In this article
The Birkin Bag
The Brand
The crocodile
Conclusions
The Birkin Bag
Let's start by saying that Hermès pays obsessive attention Specific Database to detail and product quality, on the other hand it couldn't be less for a luxury brand .

Her Birkin bag is a product required in a narrow niche and yet it appears unobtainable, so much so that many wonder how to order a Birkin Hermès.

Surely in addition to how there are many other interesting questions.

For example, to have a Birkin Hermès and therefore become the happy owners of a crocodile bag (although in reality ostrich or python can also be used) buyers have to shell out a variable amount starting from €7,000.

Yes, it does, because clearly the choice of size, color and material make the price rise very quickly, reaching €30,000 and for some models even hundreds of thousands.

And finally you can leave the shop happy with your Birkin Hermès bag…

Wrong.

In fact, the bags are all made by a craftsman, totally by hand , certified by a special stamp, which requires a minimum of 7-8 months of waiting from the moment of the order.



The Brand
Hermès is one of the most famous and sought-after luxury brands , which is why it is interesting to understand how the brand reputation has developed.

If you want to learn more about brand reputation , I suggest you go and see this article in which we talk about it in more detail.

Or even a case of another company, Hong Kong Airlines.

But let's get back to us…

Hermès has a peculiarity that clashes with its brand reputation, it does not have a marketing department.

Very strange for a luxury brand , they clearly have a team for communication and press relations and one that deals with advertising campaigns, but not a real center for building strategies and defining positioning.