{HERMèS' SUCCESS HAS BEEN DRIVEN BY SCARCITY

While many high-end brands drive exposure with social media sites advertising, celebrity collaborations and fashion programs, Hermès which began as a saddlery and which still hand-stitches the lion's share of its natural leather bags hasn't. Its major items haven't altered much in decades; it does not have TikTok, and doesn't give stars free bags.