How much of the luxury industry is propped up by a desire to own a high-value product with a tangible and increasing investment value – and how much of it relies on the psychology of luxury and the life and wealth status it represents?
Hermès has long been a brand associated with luxury. Not only are its bags made from the highest quality materials using the finest examples of craftsmanship, but they sit at the very peak of high market demand. Every Hermès bag that is released is met with fanfare among buyers, both those in the luxury fashion industry and those looking for an investment.
But what is it that motivates them – and how does Hermès, and its products, tap into the idea of luxury being as much about psychology as it is about quality?
What Makes Hermès Such a Successful Brand?
The hallmarks of a successful luxury brand are pretty consistent across the board.
For one thing, stock is always limited – outweighed exponentially by the kind of high demand that pushes prices and value skywards.
The quality of a luxury product is always exceptional, as evidenced by the durability and lifespan of every Hermès bag and the fact that they require hours of fine craftsmanship to create.
And the brand history, story, connections, and marketing are always seamless. Every bag has a story to tell and the backing of countless celebrities and high-value individuals to support it.
The Psychological Appeal of Hermès and Its Handbags
Now that we know a little more about the Hermès brand and what makes it so successful, let’s consider the psychological appeal among buyers.
It’s impossible to argue with the status that Hermès holds in the industry as a respected, renowned, and highly coveted brand name and label. To own an Hermès handbag is as much about the prestige of the brand name as it is about the look and finish of the bag itself – and this is where the luxury sector takes on a life of its own.
Talk to any Hermès handbag owner, and the chances are that they will lead the discussion with the brand name. When dealing with bags as exclusive and in demand as these, it’s enough to simply say “It’s a Birkin” or “It’s a Kelly”, and expect the other person to know exactly what you are talking about.
This is the very pinnacle of Hermès’ psychological appeal for buyers.
The way that we can assess the psychology of Hermès bag ownership is to break it down into a series of components.
- The status of owning a bag that others know is difficult to get hold of
- The aspirational desire to own an authentic Hermès bag
- Becoming a part of the brand’s history
- The desire for something exclusive, and the joy of collecting something
How the Exclusive Status of an Hermès Bag Feeds Buyers
We don’t need to tell you how difficult it is to get your hands on an authentic Hermès handbag. Waitlists surround the release of every new collection and model, with only the most well-connected buyers able to source and buy new stock from the brand itself.
When discussing brands like Hermès, it’s not even a simple case of money – rather, wealth needs to be met and balanced by connections. It’s all about who you know in the world of luxury goods.
From a psychological perspective, this only adds to the experience of Hermès as an aspirational, difficult-to-reach symbol of success. Those who have long coveted an Hermès bag enjoy that sense of accomplishment when they get one – not just proving to themselves and others that they can own something as beautiful as an Hermès bag, but also ticking that desire for something exclusive and rare.
For many buyers in the luxury sector, this sense of achievement and accomplishment truly is the greatest form of therapy.
Becoming a Part of the Brand’s History
Exclusivity is not just about how difficult it is to buy and own an Hermès handbag.
When we talk about exclusivity, it’s also important to recognise the hallmarks of a luxury brand that underpin the success of Hermès and other brands. Every collection and every collaboration is met with high demand – and exceptionally limited stock. It is a well-known fact that every single Hermès Kelly bag takes between 15 and 20 hours for an artisan craftsman to create, and it’s this that regulates production and ensures only a handful of bags are released for each collection.
From a psychological perspective, this gives every individual bag a pedestal to sit on – and makes finding the perfect bag a part of the buyer experience.
Resellers, second-hand sellers, and even luxury auctions are all frequented by buyers who want to become a part of the brand’s history by owning their own slice of Hermès. This isn’t just about achievement but about emotional fulfilment and feeling as though you, as the buyer, are part of something bigger that will last forever.
The Value of Legacy
Finally, we can’t talk about the psychological experience and impact of buying a genuine Hermès bag without considering the idea that many buyers see their purchase as a legacy or something to pass on to the next generation.
For many buyers who we meet, buying an authentic Hermès is as much about investing in their family’s future as it is about owning something beautiful and rare for themselves. Buyers pass these luxury goods on to their children to create a legacy and something to share – caring for their Hermès bag as opposed to simply owning it.
Buying an Hermès Handbag
If all of this sounds like something you’d like to get on board with, finding your own emotional fulfilment in the joy of sourcing and owning a genuine Hermès handbag, then you’re in the right place.
At Love Luxury UK, we have an enviable collection of authentic bags for you to browse – or, if you’ve got a bag you want to sell, then this is something we can help with too.
