Many people find themselves frustrated by the elusive nature of Hermès bags—“Why can’t I buy one?” or “Why won’t they even show me one?” In this article, we’ll break down the reasons behind this, covering everything from in-store experiences and unspoken rules, to how factors like income level and specific models affect availability. We’ll also explore realistic alternatives if you can’t find your desired item at an official store.
If you’ve ever wondered, “Is it my fault I can’t buy one?”—don’t worry. We’ll also explain the brand’s philosophy and how to navigate the resale market wisely.
Unlike other luxury brands, Hermès doesn't simply allow anyone to purchase what they want, whenever they want.
Let’s first break down why so many people feel Hermès bags are out of reach.
Each Hermès bag is meticulously handcrafted by skilled artisans, making mass production impossible. The number of bags produced annually is limited, and this rarity is one of the main reasons people say, “You just can’t buy one.”
While Hermès is a fashion brand, its products have also gained attention as high-value investment items. Global demand has surged, creating a persistent imbalance where demand far exceeds supply.
At Hermès boutiques, the models shown to you can vary depending on your purchase history and relationship with the store. First-time visitors or those with limited interaction may not be offered popular models like the Birkin or Kelly.
Models like the Birkin and Picotin don’t have a fixed restock schedule. There’s no guarantee the same specifications or colors will return, making it difficult to assume you’ll eventually get the one you want just by waiting.
Many people who visit an official Hermès boutique leave confused, saying, “They didn’t show me any stock,” or “They didn’t offer the model I wanted.” Here's what often happens during such visits.
Even if you ask a store associate to show you what they have in stock, there’s no guarantee they will. That’s because the offerings are selectively presented based on internal criteria, and not all stock is shown to every customer.
On social media and review sites, Hermès is often described as having a “no first-timers” attitude. While not an official policy, it reflects the reality that first-time visitors are less likely to be shown high-demand bags.
Some customers may be shown a Birkin in a classic color, while others are only offered scarves or accessories. This difference stems from Hermès’ policy of tailoring offers based on the customer’s preferences and relationship with the brand.
Social media and online communities often talk about the “unspoken rules” of buying at Hermès. While these aren’t official, they do reflect the brand’s unique sales style, as described by those who’ve experienced it firsthand.
Hermès operates on the philosophy of entrusting rare bags to selected customers. As such, they don’t present the same products to every visitor, leading to the perception that “unspoken rules” are in play.
These aren’t formal policies—they’re simply practices that have spread through customer experiences. Understanding them as customary behaviors rather than hard rules can help set realistic expectations.
Also read: What Is the “30-Minute Rule” for Birkins? Unspoken Rules and Tips for First-Time Buyers
Many people wonder, “Do you really need a high income to buy Hermès?”
Here, we’ll organize how income level and purchase history relate to the ease of obtaining Hermès items.
The price of Hermès bags starts at around 350,000 to 550,000 yen for more accessible models like the Mini Evelyne or Picotin Lock TPM, while Birkin and Kelly bags can cost anywhere from 1.8 million yen to several million yen.
If you’re considering a purchase without straining your finances, a household income of around 15–20 million yen or more would make it relatively feasible.
This group also tends to make consistent purchases across multiple categories such as jewelry and scarves, which leads the brand to recognize them as “trustworthy customers.”
The listed Hermès bag prices are reference values at the time of this article’s update. Current retail prices may vary.
On the other hand, even someone with a high income may have less chance of being offered a bag compared to a customer who visits the Hermès store regularly and builds a sincere relationship with the staff.
In other words, income is just one indicator—“trust” and “purchase history” often carry much more weight.
When unable to buy a Birkin or Kelly, some people wonder, “Would it be easier to buy a Picotin or Evelyne instead?”
Let’s take a closer look.
Hermès has a special category called “quota bags,” represented by the Birkin and Kelly.
These are the brand’s iconic pieces and are often only offered to selected customers, with a reported limit of two per year.
On the other hand, “non-quota bags” include the Picotin, Evelyne, and Garden Party, which are said to be comparatively easier to obtain.
The Picotin, in particular, is often introduced as a customer’s first Hermès bag. Its practical size and approachable price make it especially popular.
Similarly, the Evelyne (including the Mini Evelyne) is often chosen as a “first step,” making it a realistic choice for those new to Hermès.
Related reading: Five Ways to Increase Your Chances of Getting a Hermès Quota Bag
In recent years, the “mini bag boom” has continued, and demand has concentrated on the Picotin TPM and Mini Evelyne.
As a result, even models once considered “easier to buy” are becoming harder to find.
In short, “non-quota” doesn’t mean “easy to buy”—it simply means the hurdle is relatively lower.
Related reading:
Many people feel frustrated, saying, “I keep visiting but never get offered one,” or “How long do I have to wait for the model I want?”
However, you don’t have to give up on buying from official stores. The key is to broaden your options.
On Hermès’ official online store, product updates often occur around 10 a.m., 1–5 p.m., and 6–9 p.m.
Since popular bags can sell out within minutes, it’s important to decide your preferred color and size in advance and be ready to purchase immediately.
Related reading: When Does Hermès Online Restock? Buying Tips and a Checklist
Many shoppers now check pre-owned or resale markets while continuing to try at official stores.
This isn’t about “giving up”—it’s about increasing your chances of finding the perfect piece.
New-condition items may be priced higher than retail, but bags with slight signs of use can sometimes be found closer to the original price.
Stores with professional authentication offer peace of mind, and you may even discover colors, materials, or limited editions no longer available at official boutiques.
Related reading: Buying Hermès Pre-Owned – Why Some Models Exceed Retail and How to Avoid Regret [2025 Edition]
XIAOMA leverages a global collector network spanning over 50 countries, offering a wide range of rare models.
It also provides a warranty system and convenient consultation via LINE, allowing customers to compare official store and resale options to find the best choice.
Hermès is not something that anyone can easily buy.
However, by recognizing and accepting this reality, you can avoid unnecessary disappointment and move closer to a purchase you’ll truly be satisfied with.
At XIAOMA, we offer guidance based on both official store and resale market perspectives.
You can consult with us to compare conditions, prices, and overall value.
Start by checking the official online store lineup.
A: There’s no need to give up completely. However, combining official store visits with resale searches can increase your chances of finding a piece you love sooner.
Some people also visit resale shops to try on different sizes and colors so that they can make a quick decision if they’re later offered one at an official store.
A: Building a relationship with one store can be effective, but depending on your lifestyle, using multiple stores is also an option.
What matters most is maintaining a sincere and consistent purchasing relationship—it’s not just about how many stores you visit.
Related reading: What Is “Elpato”? A Complete Guide to Store Visits and Success Tips [2025 Edition]
A: You don’t have to buy everything that’s offered to you. In fact, honestly expressing your preferences and lifestyle can sometimes lead to being offered an item closer to what you truly want.
Hermès values customers who understand the brand as a whole and choose items they’ll love long-term. Over time, that sincerity can lead to being offered a coveted bag.
