Let’s Talk About the Hermes Game
The game is rigged. Here's how to play it anyway.
So, should one actually play the Hermes Game?
That’s a simpler question than it sounds like. The real one is why one of the most controlled and collected objects in the world is a handbag, and what you’re actually agreeing to when you decide to chase it.
Not everyone who seeks a Birkin is in it for the resale value. For many, it’s about the love of the brand, the love of the chase, or perhaps a combination of the two. Long time Hermes clients aren’t buying the Birkin just because it’s a status symbol. It’s less about the money, more about what it represents. You can’t buy a Birkin outright. You have to be offered one, and that only happens after you’ve built a relationship with the brand. Hermes is not the first brand to do this either, however, I’d argue they are probably the most successful. Rolex, Ferrari, Van Cleef and many others all have a similar approach to selling their most exclusive items. For high end luxury, this is the norm, yet people fixate on the Hermes game.
I had always admired their beautiful bags - from Birkins, Kellys and the Constance. I mean who doesn’t recognize a Birkin? Despite being a long time luxury shopper, I had admired from afar for a while, only purchasing a few small things here and there. Admiration didn’t convert to action until my 30s after I had my kids. It was a mindset shift. I had less time, way more to manage and simply did not care about trends anymore. I wanted classic, elevated, and high quality…and Hermes checked all those boxes.
More importantly, I also considered: do I actually enjoy the brand outside of their bags? Do I have a good experience while shopping? Do I like my SA? Because if not, it’s not worth it and you’re better off going the resale route if you simply want the bag. And there’s nothing wrong with that, intention is key.
If you’re down to play the game, we must recognize what the waiting actually does. It manufactures desire. It makes a Birkin feel earned, not bought, which is distinct when recognizing who the system is designed to benefit - and it’s not the customer. Hermes controls the supply as well as the social hierarchy of who gets to buy a bag. Naming this is important because once you realize that shopping at Hermes is essentially starting a business relationship, it gives clarity on how the system works.
Like in any business relationship you can’t fake it. Authenticity is still the differentiator when it comes to the clients that get the quota bag offers consistently compared to those that don’t. There are people who spend large sums of money yet never walk out with a coveted quota bag. (Quota bag = Birkin, Kelly and the Constance in certain markets) Of course having a purchase history matters, but it’s not solely based on how much you spend to be offered a bag. It also matters what else you buy. The customer that buys Oran sandals and perfume is unlikely to be prioritized over the customer that buys ready to wear and jewelry. It shows breadth and depth within the brand beyond surface level engagement.
Who you shop with matters more than anything. It’s super important you actually like your SA and enjoy shopping with them. My SA is a gem. I love hearing about her travels, how she’s doing, and her guidance on Hermes. This goes without saying but kindness still goes a long way, treat them with respect, be genuine and have fun. I’ve seen people be genuinely rude firsthand, demanding to be given a bag.…very cringeworthy. My advice on finding an SA is to first go in and browse. You can ask to have someone assigned to assist you. Get to know them, and they will do the same. After the first time shopping with my SA, she had offered me her card and welcomed me to shop with her anytime. Again, if you’re not having fun, it’s not worth it.
Now for the details on my bag collection. I was very specific with my wishlist items each time. I won’t disclose the exact “prespend” (frankly I don’t know) but the ratio was usually 1:1 or much less in some cases. Prespend refers to how much you spent before being offered a bag.
March 2025, during my second visit shopping with my SA, she offered me an exact wishlist item - Constance 18 in Gold with Gold hardware. Total perfection and the bag that literally goes with everything.
September 2025, I had a very specific color combination in mind (Birkin 35 in Anemone with Gold hardware) and found it in great condition through resale. I was a little hesitant to buy second hand, but was feeling impatient at the time so purchased through a reputable reseller and so glad that I did.
December 2025, my holy grail dream bag offer came. A Birkin 35 in Etoupe with Palladium hardware. (swoon) As a mom of 2, I knew I wanted something that could fit a lot. I also travel a lot for work and needed something that could carry it all.
February 2026, offered a Picotin 18 in Rose Sakura. I declined. My SA knows I love the color, but I was not looking for a small satchel bag at the moment. Although Picotins are not considered quota bags, this color is super rare and trades for above retail on resale sites.
March 2026, Special Order offer! I was in shock when she offered this to me. Everything I heard about SO was that these are reserved for only the longest standing clients who spend A LOT. Each SA only gets a few of these per year, and they require store manager approval. She knew it was my birthday and I had my eye on a very specific color which was only available for SO bags, so the Hermes gods must have been feeling generous that day. Since SO bags can take over a year to make, so I’m still patiently waiting.
March 2026, offered another Picotin 18, I declined that as well.
April 2026, another exact request from my wishlist, a Constance 24 in Nata, with Palladium hardware. The most perfect shade of creamy white. I manifested this just in time for summer trips - she came with me to Italy and Hawaii.
July 2026, Kelly 28 Retourne Fauve Barenia Faubourg. Rare heritage leather. This one caught me completely off guard. I had an appointment and wanted to try on some dresses, but before we got started my SA told me she had a surprise for me…was a complete shock!
Having been offered numerous bags in the boutique and purchased through resale, both are exciting, I mean you get a Birkin! But the boutique experience is really second to none. I’ve collected so many beautiful items along the way. I must stress this again, if you’re only looking for a bag and have no interest in other items, it’s smarter to buy from a reputable reseller. The resale market is practical, and you can pick the exact color and size. What’s fascinating is what the resale market reveals about the whole system. The same bag available for immediate purchase at a markup (usually 1.5 - 2x) is often deemed less valuable than the one earned through the boutique. It’s perplexing when you think about it, but this is why Hermes is the best at manufacturing the hype.
Regardless of whether you go resale or boutique, the fact that the Birkin historically has beaten the S&P 500 year over year is hard to ignore. Obviously a liquid asset is not exactly the same as an investment. That’s not an accident. It’s the system working exactly as designed. Regardless, the hype is here to stay.
So back to the original question. Should you play the game?
Depends on what you’re actually buying. If it’s the bag, skip the boutique entirely. The resale market exists with many reputable resellers, and you’ll walk away with exactly what you want. No shame in that. Intention is everything.
But if you’re drawn to what the process itself offers: the relationship, the patience, the moment your SA calls and you know before she says a word; then the game is worth understanding on its own terms. Just go in clear eyed about one thing: the system is not designed for you. Hermes manufactures desire better than any brand in the world, and knowing that doesn’t make you immune to it. I’m not immune to it. That’s kind of the point.
The Birkin is not just a bag. It’s proof that in a world of instant access to almost everything, people will still wait, spend and covet something that they believe to be worth it. Whether that says more about Hermes or about us is the more interesting question.