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EchoSphere
Economics
Analysis of the extent to which Hermès’ scarcity-based marketing strategy contributes to its sustainable competitive advantage in the global luxury market
ABSTRACT Strategy holds a unique place in the luxury sector. Unlike traditional markets where increased demand prompts a rise in supply, luxury brands like Hermès face a different challenge. Greater accessibility can boost sales but may also dilute the exclusivity that justifies premium prices. Hermès exemplifies this tension well. The brand has cultivated strong consumer demand while keeping access restricted to iconic products such as the Birkin and Kelly bags. This paper e
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4 hours ago11 min read
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