Hermès CEO has expressed frustration over the explosive growth of the Birkin bag resale market, stating that it hinders the luxury brand’s ability to serve its authentic clientele.
Speaking candidly, the CEO said the secondary market’s high prices and speculative buying divert Birkin bags away from genuine customers who value the craftsmanship and heritage behind the brand.
“This situation doesn’t make me feel in a good mood,” the executive remarked, highlighting concerns that resellers prioritize profit over preserving the brand’s exclusivity and customer experience.
The booming resale market has transformed Birkins into lucrative investment assets, often fetching prices far beyond retail, complicating Hermès’ efforts to maintain control over its iconic products.
The CEO’s comments underscore the challenge luxury brands face in balancing demand, exclusivity, and the unintended consequences of thriving aftermarket trading.
