Hermès
French luxury house whose Birkin is deliberately hard to buy, and which spends a fraction of what its rivals do on marketing.
5 figures on Hermès, drawn from 2 Modern MBA case studies.
The figures
US dollars1
| Against its own chart | |||
|---|---|---|---|
| Net sales by fashion brand in 2023, in billions | $15B | 4th of 10 · top $38B | Why UNIQLO makes more money than Gucci |
Percentages2
| Against its own chart | |||
|---|---|---|---|
| Selling, general and administrative costs as a share of revenue, 2022 | 59% | 1st of 8 · top 59% | How a $1,000 jacket became a luxury brand |
| Overall operating margin, 2022 | 41% | 1st of 9 · top 41% | How a $1,000 jacket became a luxury brand |
Counts1
| Against its own chart | |||
|---|---|---|---|
| Age of the emerging luxury outerwear brands against their established peers | 186 | 1st of 7 · top 186 | How a $1,000 jacket became a luxury brand |
Durations1
| Against its own chart | |||
|---|---|---|---|
| Age of today's biggest luxury brands, in years since founding | 186 | 1st of 9 · top 186 | How a $1,000 jacket became a luxury brand |
Case studies covering Hermès
Case study — Retail & brandsWhy UNIQLO makes more money than GucciSame playbook, three outcomes. The only variable was whether the boss knew what stage he was in.16 min read
Case study — Retail & brandsHow a $1,000 jacket became a luxury brandCanada Goose built a real luxury brand in ten years. The margins prove it. The share price says it may not matter.14 min read