{HERMèS' SUCCESS HAS BEEN DRIVEN BY SCARCITY

While many deluxe brand names drive direct exposure with social media sites advertising, star collaborations and style programs, Hermès which started as a saddlery and which still hand-stitches the lion's share of its leather bags hasn't. Its main products have not transformed much in decades; it does not have TikTok, and doesn't offer celebs free