The More It Costs, the More We Want It: Unraveling Why People Love Hermes Even the Price is High

在奢侈品的世界裡，有一個品牌總能引發無盡的話題與渴望——那就是愛馬仕。最令人著迷的，莫過於它那看似違反市場常理的現象：年年加價，卻年年引來更瘋狂的追捧。當其他品牌還在為庫存煩惱時，愛馬仕的門店外卻總是大排長龍，經典的Birkin和Kelly更是「一包難求」。

In the realm of luxury, one brand consistently sparks endless conversation and desire: Hermès. What's most fascinating is a phenomenon that seems to defy market logic: its prices increase annually, yet the clamor for its products only grows louder. While other brands worry about inventory, Hermès boutiques see long queues, and its iconic Birkin and Kelly bags are notoriously "hard to get."

 


愛馬仕是如何將「漲價」變為一門藝術，甚至是一種強化品牌價值的催化劑？

How has Hermès turned price increases into an art form, and even a catalyst for strengthening its brand value?

 

1. 飢餓行銷：當「稀缺」成為最強大的貨幣

愛馬仕從不追求大規模生產。每一個手袋都由一位工匠耗費數十小時，從頭到尾獨立製作完成。 這種對「慢工出細活」的極致堅持，自然導致了產量的極度有限。品牌巧妙地將這種稀缺性轉化為一種行銷策略。想買熱門包款？你不能直接走進店裡就買到，而是需要進入漫長的等待名單，或是透過不成文的「配貨」規則——先購買足夠金額的其他商品（如絲巾、珠寶、家居用品），以證明你對品牌的忠誠度，才有機會獲得購買那夢幻逸品的「資格」。

 

1. The Strategy of Scarcity: When "Rare" Becomes the Most Powerful Currency

Hermès never chases mass production. Each handbag is crafted from start to finish by a single artisan, a process that takes dozens of hours. This unwavering commitment to meticulous craftsmanship naturally leads to extremely limited production. The brand masterfully transforms this scarcity into a marketing strategy. Want to buy a popular bag? You can't just walk in and purchase one. You must either join a long waiting list or navigate the unwritten "pre-spending" rule—purchasing a significant amount of other merchandise (like scarves, jewelry, or homeware) to prove your loyalty for a chance to be offered the "privilege" of buying your dream bag.

 

2. 不只是商品，更是「硬通貨」般的投資品

在全球經濟充滿不確定性的當下，一個愛馬仕手袋，尤其是經典款，被許多人視為比股票更穩健的投資。 由於其極高的保值乃至增值潛力，愛馬仕手袋在二手市場的價格往往遠高於專門店的原價。 數據顯示，某些稀有皮質或顏色的柏金包，其投資回報率甚至超過了黃金和標準普爾500指數。


2. More Than a Product, It's an Investment-Grade "Hard Asset"

In a world of economic uncertainty, an Hermès handbag, especially a classic model, is considered by many to be a more stable investment than stocks. Due to their remarkable ability to retain and even increase in value, Hermès bags often command prices on the secondary market that are significantly higher than their original retail price. Data has shown that the return on investment for certain Birkin bags in rare leathers or colors has even outpaced gold and the S&P 500.

 

3. 無可替代的極致工藝與品牌傳承

愛馬仕的底氣，源於其超過180年歷史所積澱的品牌價值和無可挑剔的工藝。 品牌從選用最頂級的皮革開始，就設立了極高的門檻。每一位工匠都需經過多年的嚴格培訓，他們不僅是生產者，更是藝術家。 這種對品質的執著，確保了每一件愛馬仕產品都如同一件藝術品，能夠經得起時間的考驗。


3. Irreplaceable Craftsmanship and Brand Heritage

Hermès's confidence is rooted in over 180 years of brand history and impeccable craftsmanship. The brand sets an incredibly high bar, starting with the selection of the world's finest leathers. Every artisan undergoes years of rigorous training, making them not just producers, but artists. This dedication to quality ensures that every Hermès product is like a work of art, built to stand the test of time.


以下為2026年的香港地區加幅的參考，如有不在列表的請Whatsapp我們查詢。

Below is the reference of the increment of 2026 in Hong Kong. For any price that is not shown, please whatsapp us for inquiry.