Sunday, March 27, 2016

Post #6 Birkin: A Girl and her Bag


With every design comes an idea and with every idea comes a story.  The iconic Birkin bag was made for a simple reason.  Hermes, established in 1837 was known for making exquisite harnesses and bridles for horse drawn carriages.  Eventually moving on, using their leather making expertise to craft the world’s most sought after bag, the Birkin.  

The story goes that the actress Jane Birkin was on a flight to London when she was seated by a man whom she did not know.  While trying to get into her seat she managed to spill the contents of her handbag onto the floor.  The man next to her made a simple statement, saying “You need a bag with pockets” to which Jane replied “If Hermes made a bag with pockets I’d buy one”.  In a twist of fate, the man sitting next to her was none other than Jean-Louis Dumas, the chief executive of Hermes.  Dumas told Jane that he would design her a bag with pockets and so the creation began with a simple sketch on a airplane sick-bag.  Jane’s only request was that it be bigger than the Kelly bag (A bag already in production at Hermes, named after Grace Kelly) and smaller than her suitcase.  This simple conversation between two unsuspecting strangers resulted in the creation illusive item in fashion.  

The Birkin became the icon it is today because it is unattainable even for the most wealthy, not just anyone can buy this bag. Not only does the Birkin have a starting price of 10,000 dollars but it also takes 20 man hours for the bag to be crafted by a single person.  But the exclusivity of the Birkin came form Hermes strategic marketing.  Through a false perception of limited availability Hermes increased the desirability of the Birkin, causing clients to spend up to 235,000 just to obtain one.  

Photo Credit in order of Appearance:
http://www.telegraph.co.uk/content/dam/fashion/2015-%2007/July29/janebirkin-large.jpg
http://content.purseblog.com/images/2014/10/Hermes-Shttp://www.telegraph.co.uk/content/dam/fashion/2015-%2007/July29/janebirkin-large.jpgpecial-Order-Potiron-and-Blue-Jean-Birkin-Bag.jpg

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