French luxury house Hermès has been sued in California for allegedly illegally allowing only customers with “adequate purchase history” to buy its famous Birkin bags. Hermès violated competition law by “tying” one product to another, two California residents are accused in a federal class action lawsuit filed Tuesday in San Francisco.
The company's salespeople are said to be persuading customers to buy shoes, scarves, jewelry and other items for a chance to buy a Birkin. Attorneys for Hermès and the plaintiffs did not immediately respond to requests for comment.
The case invokes Birkin bags, which have long been seen as an icon condition, a “fashion icon”. And, according to the complaint, consumers can't buy href=”https://www.hermes.com/pt/en/category/women/bags-and-small-leather-goods/bags-and-clutches/#>
” target=”_blank”>Birkin online, on the Hermès website. The handmade leather bags, which cost thousands of euros, are not displayed for sale in the brand's stores. “Generally, only a consumer who is eligible to buy a Birkin gets it (in a private room),” the lawsuit continues.
According to the complaint,Hermes sales associates do not receive commissions on the sale of the bags and are advised to use Birkins “as a way to convince consumers to buy accessories”. The plaintiffs are seeking unspecified monetary damages and a court order enjoining the brand from anti-competitive practices.
The lawsuit said it sought class action status for thousands of U.S. consumers who bought Hermès products or were asked to buy them in exchange for a Birkin. Hermès has about 43 stores in the United States, including eight in California. Here, the French house has had a store in Chiado, Lisbon since March 2001.
In early February, Hermès announced it would raise prices this year after sales rose 17.5% in the fourth quarter of 2023. The brand has become one of the most consistent players in the luxury goods industry due to its classic design and careful management of production. and stocks, which help it maintain its uniqueness.
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