How did Hermès become the most valuable company in luxury - and why does it keep its most wanted bags scarce and underpriced?
Hermès runs luxury's most profitable company - €14 billion of revenue at a 44% operating margin - with 7,000 artisans it trained itself, no celebrity advertising, and a family lock-up that froze out Bernard Arnault. Its two most wanted bags sell below resale price on purpose: scarcity is the result of craft constraints, not a marketing goal.