Hermès: Pricing & Quota Bag System
Former Merchandising Executive at Hermes
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Former Merchandising Executive at Hermes
Interview Transcript
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Would you say, if we consider an average across global regions, which is challenging, I understand, but perhaps using Europe as an example, would you say 50% might go to a new customer who hasn't purchased one before, and the other 50% to someone who already owns one?
I would say 60% of clients purchase the quota bags as their first bag, and 40% as a second or third bag. I say this because we have a historic clientele with access, and then we have exceptional clients who also have access. So, yes, I would say 60/40.
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And in the meantime, they spend on other things as well.
Yes, sure. I have a good example from the Paris store. The boutique on Sèvres, not the flagship on Faubourg. A very wealthy client spent more than €45,000 on various items, but was not offered a Kelly or Birkin bag. They really choose the clients they want to offer bags to.
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