Why Is Hermès So Hard to Buy? Unspoken Rules & Harsh Realities Explained [2025 Edition]

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.


Table of Contents

Why Are Hermès Bags So Hard to Buy?

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.


Limited Supply Due to Handcraftsmanship

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.”


Growing Global Demand and Asset Value

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.


Different Models Offered to Different Customers

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.


Restocks Are Unpredictable

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.


What Kind of “Can’t Buy” Experience Awaits at a Hermès Boutique?

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.


Why You Might Not Be Shown the Stock

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.


The Idea Behind “First-Time Visitors Not Welcome”

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.


Differences in the Bags Customers Are Offered

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.


Is It the “Unspoken Rules” of Hermès That Make It Hard to Buy?

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.


A Sales Style Unlike Other Brands

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.


Examples of These Unspoken Rules

  1. Dressing neatly and behaving with poise leaves a good impression
  2. Building a trusting relationship with staff can lead to better recommendations
  3. As with the rumored “30-minute rule,” you may need to make quick decisions when a bag is offered


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


How much income or purchase history do you need to buy Hermès?

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.


Why higher-income buyers tend to find it easier

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.


It’s not just about income

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.


Can you buy a Picotin if you can’t get a Birkin?

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.


The existence of “quota bags” and “non-quota bags”

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


Why it’s still getting harder to buy

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:

  1. Why Is the Hermès Picotin So Hard to Buy? Real Tips from Those Who Got It at Boutiques
  2. Why Is the Hermès Evelyne So Hard to Buy? A Guide for First-Time Mini Evelyne Shoppers


If you can’t buy it at an official store, do you just have to give up?

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.


Check the official online store

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


Consider trusted pre-owned and resale markets

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]


The strengths of XIAOMA

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.


Understanding the reality of “not easily available” is the key to successful Hermès shopping

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.


  1. Understand the brand’s philosophy and exclusivity: Knowing why certain bags aren’t offered can help you maintain peace of mind.
  2. Continue trying at official stores: Building trust and a purchase record takes time.
  3. Consider the resale market realistically: Choosing a lightly used bag that suits your lifestyle can be a smart approach.


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.


Frequently Asked Questions (FAQ)

Q: I’ve been visiting Hermès stores for about a year but still haven’t been offered a Birkin. Should I give up and buy resale instead?

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.


Q: Is it better to focus on one Hermès store and build a purchase history there rather than visiting multiple locations?

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]


Q: I want a Birkin, but do I have to buy items I don’t really want to get one?

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.