前爱马仕员工分享了顾客在店内购物时常犯的错误。文章指出，由于爱马仕采用稀缺营销策略，顾客通常无法直接购买Birkin等高端包款。作者建议顾客应与销售人员建立良好关系，通过购买多样化商品来提升个人档案，并保持积极友好的态度。此外，避免给销售人员施加过大压力，忠于一个销售人员和店铺，也能增加获得心仪商品的几率。文章强调了建立长期关系和对品牌的真诚兴趣的重要性。

👜 许多顾客误以为可以直接购买高端商品。由于爱马仕采用稀缺营销，Birkin和Kelly等包款通常不直接出售给普通顾客，需要建立良好的购买历史。

🤝 建立并维护与销售人员的良好关系至关重要。通过购买不同类别的商品，如家居用品、珠宝等，可以提升顾客档案，并获得销售人员的关注。同时，保持积极友好的态度，避免粗鲁行为。

⏳ 不要给销售人员施加过大压力。购物体验如同管理业务关系，应避免过度依赖销售人员。可以通过购买其他商品时，询问高端商品的时间线。并忠于一个销售人员和店铺，建立长期的合作关系。

As a former Hermès employee, I saw customers make some common mistakes when shopping in-store.It's important to understand that most shoppers can't just walk in and buy a Birkin bag.Customers should have a good relationship with their sales associate, but they shouldn't bug them.

I spent two years working in retail marketing and visual merchandising at Hermés.

The French fashion house has been around for nearly two centuries and specializes in leather goods, though it might be best known for its coveted Birkin bags.

These high-ticket items, which can cost thousands and are often carried by celebrities like Kim Kardashian and Jennifer Lopez, are offered to only a select number of the retailer's customers.

When I worked at Hermès, I learned a lot about the brand and how to score its most-coveted products. I've since transitioned to a career in sourcing luxury goods — and I'm no stranger to locating the brand's famous designer bags for my own clients.

Here are a few mistakes I saw customers make while shopping at Hermès.

Many shoppers think they can walk in and score a high-ticket item

Similar to other luxury brands like Porsche, Hermès uses scarcity marketing — a concept in which consumers value a product when there's a limited supply or availability.

This means most customers cannot simply walk into a boutique and purchase the brand's highest-ticket items, like a Kelly or Birkin bag.

Birkin bags are so sought after that even its Walmart lookalikes are selling out.

If shoppers want to increase their chances of being able to buy the real thing, they should "build a profile" or establish a consistent buying history with the store.

This can be done by making entry-level purchases and working with a single, designated sales associate over time. After all, sales associates can play a major role in deciding who gets one of these coveted bags.

I recommend buying items in a diverse mix of categories. In my experience, the highest-commission categories for sales associates include homeware, fine jewelry, elaborate textiles, and exotic, ready-to-wear pieces.

Purchasing these items can enhance your profile and help you stand out to a sales associate.

Refrain from acting rude or indifferent, and remember to maintain a professional demeanor

At Hermès, entitlement and rude behavior are the biggest no-gos. I've even seen negative attitudes prohibit clients from future boutique visits.

I recommend keeping a positive attitude, cultivating curiosity when in a boutique, and engaging with a sales associate as you would with anyone in a professional setting.

I'd also be mindful that sales associates are there to make a living and provide an exclusive, luxury experience. After all, this is supposed to be a mutually beneficial relationship.

Don't put too much pressure on your sales associate

Navigating the Hermès shopping experience is a lot like managing a business relationship. In many boutiques, sales associates share their contact details with customers.

However, many people tend to take this as a sign to inundate them with questions. Instead, I recommend customers visit a boutique at their convenience and ask about the potential timeline for a high-ticket item as they shop for other goods.

If texting or calling are your only ways to engage with a sales associate, use these methods to inquire about lower-ticket items you're interested in seeing when you visit.

I've found a lot of customers have unrealistic expectations

Some customers come in focused solely on coveting the one high-ticket item they saw all over social media.

However, I think two key points are crucial in navigating the Hermès shopping experience. First, keep in mind that sales associates value clients who engage with the brand and show genuine interest in the Hermès heritage.

Secondly, in my experience, sales associates don't earn a commission on bags like the Kelly and Birkin. Therefore, it may be wise to explore lesser-known areas within the brand, such as home goods, fragrances, or equestrian items your sales associate recommends.

This way, you'll be putting commission money in your sales associate's pocket, and they may feel more inclined to help you work your way to a coveted bag.

Don't switch between different sales associates or locations

Working your way toward a coveted bag at Hermès can feel like a high-stakes mental game. Customers often have to visit a boutique multiple times, so the path to owning these items can be lengthy.

Unfortunately, I've seen customers try to game the system by visiting multiple boutiques or switching between sales associates in one location.

However, I recommend staying loyal to one associate and boutique, as some stores may prioritize their most devoted clients.

This story was originally published on January 3, 2025 and most recently updated on June 20, 2025.