Demand for Hermes bags is booming despite the pandemic

Davida Erdahl

The pandemic might have shut down galas, extravagant places to eat and Caribbean getaway places — but it hasn’t occur in between customers and their Birkin baggage. French handbag maker Hermes mentioned Friday that its classic Birkin and Kelly baggage — which market for $twenty,000 each and every on common […]

The pandemic might have shut down galas, extravagant places to eat and Caribbean getaway places — but it hasn’t occur in between customers and their Birkin baggage.

French handbag maker Hermes mentioned Friday that its classic Birkin and Kelly baggage — which market for $twenty,000 each and every on common — were being hot extras all through the holidays, serving to fuel a 12.3 percent improve in fourth-quarter revenue to 2.1 billion euros, or $2.54 billion.

That is even with the simple fact that buyers have been sorely deprived of destinations to clearly show off their expensive extras. In fact, some analysts say handbags are benefiting as properly-heeled buyers now have less destinations to expend their hard cash.

In a topsy-turvy browsing time, 184-12 months-outdated Hermes appears to be owning a second. Despite the coronavirus shuttering boutiques worldwide in 2020, Hermes mentioned its revenue dropped just 6 percent on a forex-adjusted foundation. That is as opposed to 16-percent revenue drops at Kering, the owner of Gucci and LVMH, whose billionaire manager Bernard Arnault unsuccessful in a 2017 attempt to purchase Hermes in a hostile takeover.

“Gucci was owning the most amazing vogue second when persons were being out and about, there were being functions, openings, premieres to go to,” mentioned luxury expert Michele Ateyeh.

Though the legendary Italian label is recognised for its flashy colours and bold statement pieces, Ateyeh mentioned Hermes baggage that have sold properly all through the pandemic are “classics that really don’t go out of fashion and that retain and even gain price in the resale industry.”

In fact, the most popular sellers have been classic colours like gray, black, gold, off-white and caramel, in accordance to Judy Taylor, owner of Madison Avenue Couture. The boutique sold thirty-percent additional Hermes baggage last 12 months than in 2019, fueling the ideal 12 months in its eleven-12 months record.

“From Mother’s Day on, our business was soaring,” Taylor mentioned.

Even a ten- to twenty-percent price tag improve for the retailer’s Hermes baggage didn’t dampen desire. The common price tag for an Hermes bag cracked the $twenty,000 mark for the to start with time last 12 months, Taylor mentioned.

Hermes also benefitted from some free marketing as properly, with rapper Cardi B. displaying off her closet entire of Hermes baggage on Instagram in October and a article in excess of the summer months in which she gave her two 12 months-outdated daughter Kulture an $8,000 Birkin bag.

Actor Michael B. Jordan also exposed that on Valentine’s Day he gave his girlfriend Lori Harvey shares in Hermes.

Hermes shares on Friday rose 3 percent to near at $116.fifty one.

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