Hermès vs. Chanel: Two theories of desire | Jing Daily
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Hermès and Chanel are running a live experiment in rival theories of desire — scarcity versus accessibility — and the stakes are the entire psychology of luxury.
Veblen GoodsMimetic DesireScarcity HeuristicSignaling Theory
Theory Briefing
- Hermès deliberately restricts supply of its Birkin bags, betting that unattainability is the engine of desire.
- Chanel has raised prices aggressively while expanding reach, wagering that aspiration can survive accessibility.
- The two strategies map onto competing frameworks — Veblen's scarcity signaling versus mimetic desire — with billions in brand equity on the line.