Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Pricing, Retail Marketing.

Description: Would you pay $500,000 … for a bag? In 2019, a diamond-encrusted Birkin handbag made of crocodile, from the French luxury brand Hermes, sold for half a million dollars. The Birkin consistently shatters sales records at auction, selling in the hundreds of thousands of dollars. But experts say the bag cost just $2,000 at its inception in 1984. Here’s what happened in between, elevating the Birkin from an expertly-crafted leather accessory to the ultimate status symbol and collector’s item.

Inside the intense world of Birkin bag collectors, who pay up to $500,000 for one bag from CNBC.

Source: – video report

Date: Sep 24, 2019

Link: /2019/09/24/birkin-bag-collectors-pay-thousands-for

Questions for discussion:

  • Explain the communication strategy directed at customers?
  • How is this a luxury brand?
  • Does a “Birkin bag purchase” qualify as an “investment”? Explain.