More than ten years ago, when I went to Los Angeles for the first time, I saw the legendary platinum bag for the first time. It should be a dark green crocodile skin, and the lock on the cover was still shining with golden light. The hostess threw the almost filled platinum bag on the ground of the co-pilot of the car and whispered, "This bag is quite capable, but it's too heavy, and I want to throw it aside after taking two steps... I am as cowardly as me, I can only shout in my heart, dislike it?" Give it to me, I will hold it on my head every day!
's flattering attitude towards platinum bags is destined to be the only one I can watch. After all, the platinum bag is actually a popular French actress Jane Birkin complained to Jean Louis Dumas, the fifth-generation president of Hermes at the time, that there was no suitable large package, and the mother bag designed based on the Kelly bag . Before being translated with the slightly tacky " platinum ", all it wants is the noble lady's spirit of spending money as straw paper.
French actress Jane Birkin and her platinum bag
As one of the most expensive leather bags in the world, Hermes' platinum bag has always been famous all over the world for being expensive. No matter which new lady you are from a rich family, it is impossible to immediately become a guest of honor in the Hermes family with 200,000 yuan in cash in hand. Whether it is Beverly Hills or the St. Paris, you can only register with the clerk in front of the display items and pray silently that your platinum bag that you don’t know what hardware will be hand-made by the craftsman in the end will come to your hands safely in a few months.
However, this platinum bag that has almost no spot stock and can only queue up through traditional reservation methods. And its antique bags have always been leading in auction houses for many years, is it actually discounted?
Saks Fifth Avenue’s Off 5th is an discount store , a chain of department stores in the United States that specializes in luxury goods and designer brands. This month, everyone was surprised to see 6 platinum bags and 4 Kelly bags on the official website of this discount store. This is not only the first time that Hermes’ platinum and Kelly bags appeared on the official website of this type of large department store, but also the spot stock that has never appeared before. Among them, the final price of the platinum bag is $15,000-19,500, while the final price of the Kelly bag is $12,000-13,500.
store also said that these ten Hermes bags from the second-hand luxury consignment website TheRealReal are not their only products, and more products may be introduced based on the brand in the future. These vintage packages produced from 1991 to 2014 were listed on the official website in the form of single products.
Although in terms of comprehensive package format and price, these ten packages from Hermes are definitely one of the brands with the smallest discount ratio on the Off 5th website, this is also an unprecedented change in attitude for Hermes. After all, whether it is a second-hand bag or a non-season model that is not sold, Hermes' high-end styles, such as platinum bags and Kelly bags, have never been discounted.
is different from other luxury finished leather goods under the spot basis. Although Hermes' platinum bags start at $10,000 in name, it is very common for new bags to sell a platinum bag of $100,000 on the retail side according to different styles, leather, materials, etc. As a top luxury product, the well-preserved and specially-designed Hermes second-hand bag was even sold at the auction house at a high price of US$300,000.
However, this platinum bag that was once only seen on waiting lists or auctions has been released on different network channels in recent years. Many times, the distance between you and a platinum bag is often just a click of the mouse or a finger pressing the certain distance. It is reported that there are more than one million Hermes bags on the market that are only circulated on various e-commerce and consignment platforms. This once gray area is gradually becoming one of Hermes' main sales channels, making this French luxury goods company with "noble blood" have to be taken seriously. The discount of
Off 5th may be just a test, but in addition to cooperating with e-commerce, Hermes' retail strategy is also changing.For example, the standard version of platinum bags can already be seen in small quantities in flagship stores in Europe. For example, other affordable* bags that were originally almost invisible under Hermes, such as Herbag, Garden Party, Constance, Evelyne, etc., have made considerable contributions to Hermes' sales performance in recent years.
Herbag
The traditional sales path that Hermes once wanted to maintain and received extreme restrictions has been challenged. In this difficult era of survival, Hermes needs to maintain its brand value while combining it with the shopping methods of millennials. In any case, it cannot be labeled as outdated.
*Note: The "affordable" Hermes starter bags mentioned in the article are only based on platinum bag rulers. Among them, the cheapest Herbag (canvas bag) and Garden Party start at around 20,000 yuan. The Chinese Valentine's Day is coming soon, so she will still be very happy to buy a gift for a girlfriend!
