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As in Handbags, So In Love–The Power of The Least Interested — Part 3

Victoria Beckham’s pink Birkin bag–I think it’s crocodile– is just one of many of her gorgeous Birkin bags. But watch: The Power of the Least Interested applies to getting an Hermes Bag in pretty much the same way as it applies to getting  a guy.

It’s called the scarcity principle in purchasing, and Hermes is great at employing it. The Hermes Birkin bag, above,  like its sister bag, the slightly smaller “Kelly” bag, is always waitlisted because of its alleged scarcity (“They’re each handmade,” the company explains). Whether Hermes can or cannot summon the deft hands of bag-makers and crocodile-finders round the globe to work more quickly begs the question of why these bags are so hard to get.  If it were about supply and demand, they’d  simply increase supply to meet demand– but it’s not. It’s about the Power of the Least Interested. Who desires the handbag sale more–you, the potential owner, or Hermes? Hermes would like you to think it’s you. Company president Robert Chavez announced in the September 2005 issue of “W” Magazine, soon after I’d noticed the connection between love and handbags, that the wait list for Kellys and Birkins was absolutely closed at all Hermes stores across the globe.. “It may open up in a year or two,” he said then, “but there are no guarantees.”

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