Article | Accessory becomes quest of a lifetime | http://www.newsobserver.com/
One of the biggest mysteries in luxury fashion finally has been solved.
And it turns out it wasn't so much a mystery as a series of lessons in masterful marketing and classic economics.
You might have heard about the waiting list for the exclusive Hermes Birkin bag. Two years, it's said. Maybe less if you're a celebrity.
The French fashion house Hermes named the handbag after British actress and signer Jane Birkin. It launched in 1984 and has since became one of the most coveted bags in the world.
Of course, that's assuming you have $8,000 to plunk down for the French handbag. And that's just for one of the lower-end bags.
But as one eBay reseller found out, the Birkin might be the most coveted handbag of all time, but the scarceness is a brilliant ploy by Hermes to leverage consumer lust for exclusivity to drive sales.
But as one eBay reseller found out, the Birkin might be the most coveted handbag of all time, but the scarceness is a brilliant ploy by Hermes to leverage consumer lust for exclusivity to drive sales.
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