Hermès is one of the biggest luxury brands in the world, and their Birkin bags have a class all to themselves. But what are the scandals associated with the fashion brand?
Animal Brutality
One of the biggest controversies for Hermès has been its usage of crocodile or alligator skin for its Birkin bags. In 2020, the high-end French fashion brand came under major fire after reports came out on how it wanted to build one of the biggest crocodile farms in Australia, holding almost 50,000 crocodiles just so that they could then be turned into luxury goods.
Animal welfare organisation PETA also carried out an exposé in 20215 about the inhumane conditions of crocodile farming done to make these Birkin bags. Titled “Crocodiles and Alligators Factory-Farmed for Hermès ‘Luxury’ Goods,” the report revealed that “Alligators are packed in dank pools and crocodiles are crowded in barren concrete pits for months or even years before finally being slaughtered for their skins.”
Talking about a Texas farm, the report claimed “found alligators kept in fetid water and dank, dark sheds without sunshine, fresh air, clean water, or even basic medical care. At just 1 year old, alligators are shot with a captive-bolt gun or crudely cut into while they’re still conscious and able to feel pain.”
In a more recent report, the Farm Transparency Project released a video in 2021 showing three Australian crocodile farms. The animals were seen living in small cages or on concrete floors. The farms are reported to be owned by Hermès, and the video footage also showed how these animals were slaughtered.
2700% Margin
It is often claimed that Hermès sees a 2,700% margin in profits, but while that might be entirely accurate, there is some truth in these figures. The margin is more of a markup percentage and looks at the difference between a product’s cost of production and the price it is sold for in retail.
Some reports claim that the 2700% markup is an estimate, however, a 2016 report by The Economist claimed that a Birkin bag could have a markup of 775% if we take the starting retail price of one being $7,000, while the production cost is estimated to be around $800.
According to a Sotheby’s guide, though, the range starts from $10,000 for a Hermès leather bag. The price only increases with the diamond or crocodile Birkin costing almost $200,000, and the “store fresh diamond Himalayan Birkin bag” priced at over $400,000.
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Arrogant Sales Executives
Over the years, several people have also talked about the behaviour of Hermès’ sales staff. A subreddit post on r/TheHermesGame in January 2024 talked about their experience with one claiming, “I went to the Hermes shop the other day to buy a gift for my aunts birthday and check out a couple of bracelets and necklaces for myself. Now I recognise that as a 17 year old girl maybe they thought I was just looking. But I waited and waited for a sales associate and they kept helping people who entered way after me. They looked busy so when I finally tracked down a free associate I told her specifically what I was looking for, she just told me they didn’t have it walked away? I was there to spend my money and finally start my own Hermes journey of sorts and they wouldn’t even look twice at me. Are they always this rude to young customers? This was the store in Cannes if that makes a difference. I don’t want to give my money to a company that doesn’t want my money.”
A TripAdvisor review from 2016 about the Hermes store in Paris also talked about a negative experience with the sales staff. The user wrote, “My hudband wanted a Kelly bag for his mother’s birthday, and I offered to go to the store on Paris, having no idea it would be such a taxing experience. I knew that generally they have limited stock, but after 2 hours of waiting to be served, I had a very rude sales assistant (Rémus) who raised his eyebrows when I mentioned I was a fists time buyer. He then asked me sizes (as if I should be an expert, but I figured any size they have is a bonus), and then took 10 minutes to come back. What do they check? If you are on some High end spender list? He then came back and said no more stock perhaps the next day, perhaps the next week. I said that since I had already waited 2 hours, if they could set it to one side. Absolute no. What time should I return, no idea, how many do they have obtained any given day, no clue, was it worth my arriving extra early to join the absurdly long queue outside before opening, probably not. The manager was the same, claiming she has no idea how many bags they will have any given day. Why are these people incapable of a straight answer? I had never bought there before, but will certainly never buy there in future. Snooty, badly organised, rude and chaotic. A total waste of time. People like flaunting the cost of these products, but after such an experience, found it is simply not worth it.”
Purchase History As Qualifier
Another issue with the Hermès brand is the purchase history rule for the “quota bags,” which include the Kelly, Birkin, and Constance bags.
As per a 2025 Sotheby’s 2025 “Complete Guide to Buying a Birkin Bag,” this rule was reiterated where it stated, “To buy a Birkin directly from Hermès, customers must have a purchase history with the brand.”
According to reports, this rule requires Hermès to consider a customer’s spending history with the brand or require them to have purchased a certain number of products before they can be eligible to buy a Birkin or Kelly bag.
Although it is not always the case, some first-time buyers have also been said to have bought a “quota bag,” but the main point is that one cannot simply walk into a Hermès store and expect to get one of their flagship bags.
In March 2024, two women from California, Tina Cavalleri and Mark Glinoga, filed a lawsuit against Hermès, especially their purchase history rule, claiming that the brand was being “anti-competitive.”
According to the lawsuit, “Consumers are coerced into purchasing ancillary products from Hermès by virtue of wanting to purchase the Birkin Handbags,” adding “Typically, only those consumers who are deemed worthy of purchasing a Birkin handbag will be shown a Birkin handbag.”
In an InPractice interview from 2024, a former Merchandising Executive at Hermes also revealed that the brand is very selective about who can or cannot buy their products.
According to them, “I have a good example from the Paris store. The boutique on Sèvres, not the flagship on Faubourg. A very wealthy client spent more than €45,000 on various items, but was not offered a Kelly or Birkin bag. They really choose the clients they want to offer bags to.”
They also mentioned an unofficial rule, that is, “Asian, especially Chinese clients, need to purchase another bag before gaining access to a quota bag.”
A Fortune report from November 2024 also claimed that “Hermès wants its shoppers to have a purchase history across other categories, from apparel to accessories,” adding that there might even be a waitlist. This is said to be a way to test the customer’s endurance and loyalty to the brand.
Image Credits: Google Images
Sources: Reuters, The Economist, The Guardian
Find the blogger: @chirali_08
This post is tagged under: Hermès, Hermès scandal, Hermès crocodile, Hermès animal rights, Hermès birkin, Hermès, birkin bag
Disclaimer: We do not hold any right, or copyright over any of the images used; these have been taken from Google. In case of credits or removal, the owner may kindly mail us.
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