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{Hermès' Success Has Actually Been Driven by Scarcity

While most deluxe brands drive direct exposure via social media marketing, star collaborations and fashion shows, Hermès which started as a saddlery and which still hand-stitches the lion's share of its leather bags hasn't. Its primary products haven't transformed much in decades; it does not have TikTok, and does not provide celebs cost-free hand

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