THE “HERMES GAME”, EXPLAINED! | IN-DEPTH EXPLANATION ABOUT HOW HERMES OPERATES, QUOTA BAGS, + MORE!
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- เผยแพร่เมื่อ 20 พ.ย. 2021
- There are several tried and true steps you can take to ensure you get offered the Hermes Birkin/Kelly/Constance of your dreams from your local Hermes boutique. These steps involve things like pre-spend, building a well-rounded purchase history, working with one Hermes Sales Associate, and getting Store Manager approval for a quota bag to be released to you. Together, these steps are are often referred to as the “Hermes Game”. (Truthfully, I don’t love that terminology, but I’m using "Hermes game" as an all-encompassing term in this video for simplicity's sake).
In this video, we’re covering WHY the Hermes game exists and why it is the way that it is, focusing on three key areas:
1- Hermes the brand/company
2- Store Managers
3- Sales Associates
We’re going to get an in-depth look at how Hermes the company is structured and owned, top stakeholders, financial reporting, and how their future financial performance actually has an impact on when you get offered a Birkin, Kelly, or Constance. We'll also talk about the roles that both Sales Associates and Store managers play in offering you a quota bag, and reasons why they might or might not have offered you your dream bag yet.
I hope the key takeaway from this video is that there are numerous different variables (many that have absolutely nothing to do with you!) that have an effect on how the Hermes game plays out for different people. That's why some people get offered a Birking with zero purchase history, and others still haven't been offered one after spending over $20k at Hermes.
Thank you so much for watching :) I hope you learned something helpful about Hermes today, and that you found this video helpful! If you did, I'd love it if you could "like" this video and also subscribe to my channel to get all of my content about all things shopping delivered straight to you!
Outfit Details:
- Black Sleeveless Bodysuit: go.zara/3oGQNxO
- Spanx Faux Leather Body-Shaping Leggings: amzn.to/3oGIBOg
- Thick Gold Hoop Earrings: etsy.me/3dw4V8z
- Chanel Mini Coco Crush Ring in Yellow Gold: bit.ly/3jWEFrY
- Chanel Mini Coco Crush Ring in White Gold: bit.ly/3hudgvH
- Hermes Mini Rivale Bracelet: bit.ly/3n5K2X0
- Light Grey OPI Nail Polish: amzn.to/3JM6kXl
Some of these links may be affiliate links. That means that the purchase price of the product remains the same for you, but I may earn a small commission if you click on the link and end up making a purchase.
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Image Credits:
- Stock Overview: bit.ly/3nAjhtQ
- Top Shareholders: bit.ly/3nyALqC
- Financial Report: finance.hermes.com/fr/chiffre...
Wow . . this is the 1st clear and precise explanation of the Hermes selling strategy I have ever seen . . Iv'e heard so many different conflicting stories and many , many complaints and whining , whaling tantrums about how the selling structure that it is an absolute pleasure to hear an explanation that actually makes sense . . You deserve a little award for this vid . . Cheers!
🥰🥰 I can't tell you how much this comment meant to me! Thank you so much for the kind and thoughtful words--I'm so happy you enjoyed this video 💛!
Good Hermes video! The main reason why some people don't buy their home goods? The price!!! I am a coffee drinker and I usually crack my mugs. Personally, drinking my daily coffee from a Hermes cup is not my style. I agree with the things you pointed out. I would like to add luck to the mix. Got a Birkin 30 on my first visit to a store after buying a pair of Oran Sandals and a Clic H. Within 5 months, got my gold Kelly28 and craie Constance18. Lucky with a good SA.
Lady luck is always good to have on your side 😊 And omg it's so true about the mugs 😂I'm a big hot beverage drinker too so I've been wanting to get a passifolia mug to add to my collection, but I haven't yet bc honestly I'm sure I'll break it in no time lol!
Great video! The only things I would add is even if the SA likes you, you still have to get the final approval through the manager, so they may still want to see a spending history. Also sometimes its easier to get a bag from a new SA because they don't have other clients waiting for bags, and they need the numbers for their goals.
Yess you are 1000% right on all of this 🙌🏽! Thank you for sharing!! 😊
This is a very well thought out and explained Hermès video! You debunked so many questions and myths about Hermes shopping experience, the best one I’ve ever seen! Thank you Lily! 🙌🏼🛍🧡
🥰🧡 Catalina this made me so happy to read! I’m over the moon that you found it so helpful!! Thank you 😊
I think there’s also a factor of their thinking, This person should be an Hermes customer! I think they also want a diverse clientele, and were probably more stung by the Oprah episode than anyone wants to admit. One thing I have noticed when people get the quota bag upfront, they often make the pre spend happen after! And there’s also the anniversary factor … they want to associate the brand with milestones in your life.
I do agree that Store Managers allocate some pretty good bags to new SAs to help them grow their client base. I've gotten a B25, a C18, a mini-Lindy and two mini Evelyns in less than 8 months.
🙌🏽 That’s amazing!! Congrats on your gorgeous bags, Amy!
Thanks for the explanation dear. Love watching your videos. 🧡
❤️ I’m so happy you found it helpful! Thank you for watching!!
So well articulated! Thank you
Great video. Thank you for taking the time to do this.
🥰🥰 I'm so glad you liked it!!
This is the best breakdown I have seen!!!
😊 Thank you so much, Tamy!! Really appreciate it! 🧡
This was incredibly helpful! I liked your “how to get a birkin” video but understanding at a deeper level helps too. Thanks for the info!
Ahh it makes me so happy to hear that these videos were helpful for you! ❤️❤️
Girl you are so smart , this video is amazing. Subscribed !
😭😘 Aww thank you so much!!! Welcome to the fam-lily! 🤗🤗
Excellent video! I think you said things correctly here, I am new to Hermes but this makes total sense.
😊 Thank you so much!
Excellent information Lily! 😁
😊 Thank you so much, Krista!!
Thank you dear for taking us along. Can't wait what the @ *LVGUCI* queen picked up at Fendi
Thank you for this video. There will be no point in my life where I will desire a B or a K. However, I find myself fascinated by the stories people share regarding their quest to own a Birkin. It's a deep rabbit hole. Lol.
😂🐰it really is fascinating!! Glad you enjoyed it!
@@LilyShops ...beyond fascinating. It's like an alternate universe. 😊
This is a really smart video. Thank you so much!
Great video, Lily! I’m not in the Hermes game (not into the bags, don’t have the money and don’t like their approach) but I like how you explain things. Interesting video.
🥰😊 I’m so glad you found it interesting! Thanks Nisha!
Good to know it your video explains everything I have always been curious about how to score a birkin at the store. This explains it all thank you
I’m so happy to hear that it was helpful for you, Annie 😊!
You explained it very well, great video! New subbie here❤️
Ahhh welcome to the fam-lily, dear! So happy to have you 💛💛 I’ve been on a little YT hiatus due to life craziness, but I hope to be back to filming soon!
One tip that works for every brand is to make sure you dress the way you want to be treated. This is the same in all aspects of your life. People assume things based on how you're dressed. THIS IS NEITHER WRONG NOR A BAD THING. for instance, if you walk into a store with designer logos all over you, the SA will assume you like flashy things. If you walk into a jewelry store wearing garnet, they're going to try to sell you garnet instead of starting with pearls. It's just logical. So, if you go into luxury brands in maybe a logo piana coat and a Launer bag, they will assume that you're not just into flashy things, but also quality. So, you're more likely to get taken seriously. It's simple logic.
Thank you for sharing 💜!
Fantastic video, thank you
Aw im so glad you enjoyed it! 🤍🤍
Great video! What some call a “game”, I call it a good marketing strategy. I’ve been an Hermès collector and I’ve been offered many Bs and Ks (I own 8 and 2 respectively), and I like that instead of paying premium on resale, I get the boutique price and I get to use the difference on merch at the store. I value good quality and that’s what I’m getting from Hermès.
Heidi I totally agree with you-it’s a fabulous marketing tactic on their behalf! And yes I love having the other goodies from there too 🥰🥰
Great explanation ❤
it's interesting. I know the video game industry has incorporated truly significant psychological research about uncertainty and randomized rewards vs known/guaranteed rewards. it is proven (from a statistical perspective) that the uncertainty of randomized rewards trigger the gambling dopamine rushes... I bet Hermès is benefitting from that same phenomina... I wonder if it was intentional or merely happy coincidence.
SO interesting, thank you for sharing dear! Honestly if I were to guess, I bet it’s a little bit of both 🙃
Love the stock/finance talk, create a series 🫣
One of the best Hermes video I have ever seen. All very good and solid points. I only wish I have a lot of money to truly be mutually beneficial with them. Haha
💖💖 Thank you so much, Tian! And me too on the money part 😂😂 lol!
Awesome video! I'm actually located in the Bay Area as well, so I love hearing information on Hermes from you! I'm super new to Hermes and I've really been wanting a picotin. Would you say that's something difficult to find in the SF store?
Hey Bay neighbor 😊! That's a really good question! Honestly it depends on the size and color you want. The smaller size and certain colors (black, gold, rose sakura, craie, etc) are tougher to get. But I have seen bigger sizes in more pop colors in the store before, so it seems like those are more readily available and could be easier to get 🤞🏽🤞🏽
@@LilyShops It totally makes sense! I went into the SF store today and saw a P18, but it was definitely not in the color I wanted. Happy I got to see one at least! Thanks for the info!! :D
Thank you, very interesting 😎
😊🥰 I’m so glad you enjoyed this!!
No commission on a 100,000 crocodile bag?!? That’s criminal and it doesn’t sell itself!!
That’s a really good point! Thank you for sharing!
well explained!
That’s so interesting!
😊🧡 Thank you so much, Hannah!
such a great analysis
😊 Why thank you!!
Great video! I stopped into my local boutique last year looking for a ring - they didn’t have it, but I asked the SA for her card as my MIL loves to shop at H when she’s in town for scarves. I tucked the card away and decided I wanted a belt so I pulled it out (now 7 months later) and emailed her on a whim. To my surprise, she emailed me back 3 days later saying she did have the belt, put it in on hold for me and wanted me to make an appt. I noticed her signature listed her as a “selling supervisor”. Appears this is a higher rank than SA. Curious if this may help out my H journey for a K or B?
That is such a good question! So truthfully, it could potentially go either way in terms of helping. A supervisor definitely has more experience and likely a better relationship with the store manager, so it’s more likely that they’ll get approved for bag offers. However, a supervisor has likely been at Hermes for quite some time and has a more established list of long-standing regular clients, who I’m sure want bags too. So they could (potentially) favor some of them in terms of bag offers, since they probably want to keep those longer relationships with good history, stronger. Opposed to a regular SA who may be newer and may still be trying to build an established client list. Did that make sense? But honestly, I wouldn’t think too much about if that would help or hurt. Just keep being your lovely self and I’m sure it will work out for you 😊
I adore such good structured informational videos. Thank you!
Though this is sad they have to do it instead of making their other categories really desirable. They have to develop marketing of other items as well.
I'm so glad you enjoyed it!! Thanks for the kind words 🥰🥰
Great video and very informative... If Non-B&K bags do not count towards the pre-spend, purchasing a Picotin or Evelyne online is ok in your opinion? I missed the opportunity last week to purchase the Evelyne 29 online but decided against completing the checkout to continue to wait and see if my sa can obtain. Your thoughts?
Thank you for the kind words, Melissa 💗 If you're able to snag a bag you like online, I personally say go for it. Especially with all of the inventory shortages going on lately! Now I will say, purchasing a bag in-store will likely help increase your purchase history from a Store Manager's "offer approval" perspective, but since your SA won't get commission, the SA is likely to not really take it into account when looking at your "pre-spend amount" to even submit your name for SM approval. So since the SA is the first "gatekeeper" of sorts (lol), that's why I'd be good with buying a bag from their website. Good luck!!
I noticed in your two videos that you didn’t mention silks as a purchase category. Do you know if SAs earn commission on silks?
Hi Lisa! That’s such a good callout-cannot believe I missed silks! Yes, they do earn commission on silks so those definitely count towards purchase history. I just don’t think the % is as much as RTW/home/fine jewelry. Still good though!! 🧡
Thanks for watching! Do you all like more educational/in-depth videos I've been doing every now and then, or do you prefer that I stick with the more standard unboxings, reviews, and shopping vlogs? I'd love to keep doing both, so would genuinely love your feedback!
Both
Thank you!!
I personally prefer educational/ in-depth videos, TH-cam is full of unboxings, so videos like the one you’ve just made are fresh air! ❤️
@@pisomadridful 😊Thank you!! That's honestly why I've started doing some that are a little "off the beaten path". It feels like a lot of the same videos are always coming up over and over again, which can get a bit dull. Now don't get me wrong--I love unboxings (lol!)--but I do like to learn and start a conversation too. So, super happy to hear it resonates with you!
Both - this was a great, informative, interesting video!
Trying to get B and K in Germany for my wife. Constance was easy, was offered crocodile Constance on the second visit. But BK here is hard to get, at least in Frankfurt, have already spend around 40k on random stuff there. But it’s a fun game to play, lol!
Interesting video. I think for the most part what you say seems accurate but things have changed this year. Based on what I read on tpf and fb It’s not so much about spend. H seems to be wanting to attract new clients and they have had a much easier time obtaining bags. Whether that continues over the course of time for new clients is doubtful. It’s likely the strategy is to lure in many new client to increase sales. Also now there is an extreme shortage of bags so it doesn’t matter what you spend now bc there seem to be no quota bags available. At least this is what many sas seem to be telling clients. I have heard that managers allocate more bags to newer sas so they can build up their client base. I’ve also heard about sas quitting in unusual numbers at certain boutiques. I am curious if it’s bc of the lack of bags or some change in commissions.
Thanks so much, Teddy! I had no idea about SAs quitting, but it makes total sense due to all of the inventory shortages. It's really hard to make $$ when you don't have much inventory to sell 😔 I know that my SA is having a hard time tracking down some pretty normal items (wallets and RTW) due to the shortage. I feel for the SAs!!!
Lol I’m a new client since Jan. this year. Spent over 2:1 on non leather ie home wear, fine jewelry, silks and shoes. Still waiting….. The US is very lucky they have 2 quota bag/ year. Only 1/year in my country.
Oh man that's rough!! I'll keep my fingers crossed for you that you get one soon 🤞🏽🤞🏽
Thank you, now I’m wondering if I really want to buy anything from Hermes other than the birkin or the flats lol
It really does make you think twice about what you really want to buy 🙃!
Does one need prespend on non quota bags like the mini roulis/ mini lindy?
Hey Sue! No you do not! In fact, many people say that non-quota handbag spend does not count towards purchase history. So only buy them if they’re the bags you really want ☺️!
funny thing though - i find it odd that it's a 'reward' for the consumer when it's the consumer spending thousands of $. bc the consumer can simply just save that $ and spend it elsewhere eg online authenticated websites
❤❤❤❤ true story & real talk
how hard is it to score a Constance? I just really want a Constance in a pretty pink or blue etc.
Those colors sound gorgeous 😍😍! Sadly, the Constance is almost as tough to get as a B/K 😢 Depending on the country you live in, it may or may not be a quota bag; it is not in the US, so you could possibly get a constance & 2 quota bags in one year. But regardless of the country, constances still often require a fairly hefty bit of pre-spend before receiving an offer, and are tough to find (especially in neutrals and especially sought after colors). Wishing you all the luck in getting one 🤞🏽🧡!
So what does a person do if they don’t live in or near a city that has an Hermes boutique?
I do not even understand the birkin/kelly desire, aesthetically I do not even think they are beautiful, they look old school. I think people are looking for status and not style.
Same. They are old lady bags to me and who has the time and energy for this “Hermès journey” and not even be guaranteed a bag?!
That is honestly a very popular opinion!! But we all have such different taste in just about everything... bags, shoes, jewelry, you name it. So beauty really is in the eye of the beholder 😉
Exactly Birkin looks like a grandma bag
Birkins and Kelly’s are classics. They’ve been “in Style” since they were created…so they’re timeless. That’s what you want in an investment piece, something you can carry at 20 and at 80.
The “style” you’re talking about is “trendy”. That’s how so many got stuck with multicolor Louis’s from the 90s. They look dated and tacky now. That’s a lot of money to spend on a bag that’s “so last season” in a short amount of timw
I will never have the money to buy a birkin but it s so complicated the game of hermes
Is it possible to be offered a bag by doing online purchases alone?
Sometimes frame of reference and familiarity determine preferences. If you weren’t exposed to these looks growing up, you may not be as attracted to them as more widely available brands. ❤
I hate queuing for anything...so thanks but I'll prefer to buy stocks with the money
I love Hermès as a brand and I would buy regardless. The game is the icing on the cake for me. It's fun not knowing the outcome of the visit. Also it's a character building experience.
Psychological manipulation of people whose identity is tied to what brand they purchase as a business model doesn't build character😂
@@Jaxxie1981 I buy for every career milestone I get. It is character building to be told no and to work on myself to be well liked in a competitive environment. The customers manipulate too and it is a strategy game. All in good fun for those who can afford to play.
I prefer the Bolide and Constance
Hermes manufactures artisan products. Hermes must hate being seen as a profit-maximizing company
Who said those two things have to be mutually exclusive? Hermes makes beautiful hand-crafted products, and also runs a profitable business. The best of both worlds 😊
I wonder how it was like buying Hermes back in the 80's?
If you play the "Hermes game", you are a very simple person. Understand the Birkin Bag came into existence after the CEO witnessed a woman carrying a picknick basket as a handbag. That was the inspiration. Women make the bag, not the other way around.
So Hermes is basically an MLM
now people are buying dupes and fakes
you cannot control supply and demand as a monopoly
That’s a good point! But I do think there’s a very large portion of the handbag community that loves these bags for their quality, and that can only come from a true Hermes bag 😊
this is totally insane. if I had a billion dollars not one dime would be spent on this brand. People involved in this kind of runaround by a store are just out of their minds. No bag is worth the mind games or the money they cost.
That is totally understandable to feel that way!! Thank you for sharing!
I feel its only mind games if you’re feeling obligated to buy random things. Otherwise if you truly love the brand and its good then you’re genuinely happy with those items. Quota bag offer or not! So moral is, only buy the expensive things you will cherish. Period
I agree with you but still i do it for the sake of my niece she is crazy about their products, so i do it unwillingly to please her,
@@manalalr420 then you are part of the problem
First
We love a first 😎!
I really enjoyed this content. But please enough with the hands constantly - it’s really too much.
The ‘games’ exist cos there are players. If everyone just stop buying from them, they have no choice but to stop this stupid game.
Their scarves, birkin, and kelly are great looking. The rest of their stuff are bland and boring.
@ *LVGUCI* I love you so much and watching your videos makes my day brighter
Every time I see this bag it makes me stop here. @ *lvguci*