How Hermes Built a Brand on Scarcity and Craft

In this episode, Lucas and Luna explore how Hermès built one of the most enduring luxury brands in the world by embracing scarcity, artisan craft, and a refusal to chase growth at any cost. They dive into the economics behind the Birkin bag—a product that costs a few thousand dollars to make but sells for over $10,000, with waiting lists that stretch years and a resale market that sometimes exceeds retail. The hosts examine Hermès's deliberate underproduction, its control over distribution, its avoidance of celebrity gifting, and how the company uses leather workshops and apprenticeship programs to protect its supply of skilled artisans. They also discuss the tension between the brand's heritage and modern pressures like e-commerce and investor demands for growth. The episode asks: can scarcity scale? And what happens when a brand built on 'not selling' faces a world that wants to buy? #Hermes #BirkinBag #LuxuryBrand #ScarcityMarketing #BrandStrategy #Craftsmanship #Business #LuxuryGoods #SupplyChain #BrandEquity #Artisan #Exclusivity #BrandBuilding #FexingoBusiness #BusinessPodcast #LucasAndLuna #MarketingStrategy #LuxuryEconomics Keep every episode free: buymeacoffee.com/fexingo