Inquirer- Hermes Mania (November 28, 2008 article)

“I GOT my first Hermès Kelly from my mom as a wedding present when I was 23 years old,” says Miki Yamaguchi, a young woman clad in Pucci who visited me from Osaka on my Tokyo trip. She has 10 Hermès bags in her collection, which include five Birkins, four Kellys and one Bolide.

Yamaguchi is also one of the few thousands of women who flock to Paris for the Hermès sale every January and June at the Palais des Congrés.

Clothing, silk scarves, toile canvas bags, belts and other leather goods of up to 50-percent off retail price are up for grabs to those willing to wait in line to be given access to this bi-annual sale.

According to Yamaguchi, Japanese women used to dominate these queues five years ago. But apparently no longer this year, as more and more Chinese and other Asian nationalities (including Filipinos) have taken a very strong interest in the brand.

What makes Hermès so covetable?

Ten years ago, Hermès was not even that popular a brand among the designer bag-loving Filipinos as Louis Vuitton was. LV reigns supreme in this country, and remains the brand of choice by many. But why the sudden surge in interest in Hermès ?

I still remember thinking that Hermès bags belonged only to the arms of women from the more “mature” set. After all, who in their 20s or 30s could afford a US$5,000 bag?

Fast forward to today, when a visit to the more upscale malls in Manila would almost always guarantee a Hermès bag sighting or two. There are already over 230 Hermès Birkins scattered in the Philippines—proof that despite the hefty price tag and a very weak economy, there are women still willing to pay top money for a bag from what is now considered as one of the last bastions of true luxury.

The fact that each bag is hand-stitched by skilled craftsmen bodes well among bag lovers in an age where perfect stitching can already be done by machines. Handmade premium designer bags spell luxury, hence the even higher premium placed on bespoke items.

Hermès-crazy Tokyo

In Tokyo, many designer bag resale stores have a staggering number of Hermès bags.

One store, Brand Kan, has over 90 Hermès bags, and is strategically located—right behind the flagship Hermès store in Ginza. If you didn’t find what you were looking for at Hermès, you could make Brand Kan your next pit stop. The staff can barely speak English, but shopping here is easy—each bag has a price tag.

There is no shortage of Birkin, considered the “holy grail” of premium designer bags and one of the hardest bags to buy at Hermès boutique, at Brand Kan.

Instant gratification comes at a hefty price—a brand new leather Birkin at Brand Kan can cost up to US$12,000, approximately 30 percent higher than what you’d pay for if you can get one at Hermès boutique. (Prices for pre-owned Hermès Birkins are considerably lower, from around US$8,500, depending on condition.)

Interesting pieces

At the Hermès boutique, the Birkin is still undisputedly the fastest selling bag, with the Kelly coming in a close second.

A sales associate of Hermès once told me that she has to field over 40 Birkin and Kelly bag inquiries per day! And while these two styles are the “poster bags” for Hermès leather goods, there are more interesting pieces available.

Jypsiere. Launched at Hermès last August, this latest messenger sling bag designed by Jean Paul Gaultier is a hit.

Within hours of putting these bags on the shelves of the flagship Hermès store in Paris, they were sold out. It helps, too, that the bag was in numerous fashion editorials worldwide before its actual store debut. The bag looks like a Birkin because of the two-strap enclosures, and makes an excellent bag for travel. It is also priced like a Birkin.

Lindy. The Lindy made its debut in 2007. It’s a very versatile bag as it can be carried on the shoulder, or on the crook of your arm. It’s shaped like a fortune cookie when laid on a flat surface. The Lindy has two zippers that open the bag wide. Though the shape is rather bulky and takes some getting used to, it is very roomy and quite light.

Victoria. A very basic and rather plain-looking bag, the best thing about the Victoria is its weight.

The interior of the bag is lined in toile canvas, which makes the bag much lighter and also less expensive, as compared to the Lindy. The dual-zippers (zippers meet in the middle) is convenient so you don’t have to keep zipping and unzipping your bag.

You buy this bag because it is functional and because of its workmanship and not for the status that it represents.

Evelyne. Another sling bag from Hermès, it has the perforated H logo displayed prominently in the front of the bag.

The bag is quite slim, so some editing of personal belongings is needed. The bag hugs the side of the body well, and as another alternative, you can tie a scarf at the end of one strap to shorten the length for shoulder carry. The newer version of the Evelyne already comes with an adjustable strap.

Opening soon

Filipino women (and men) have become very discerning in their choices of bags, awakened to the fact that there are more styles available other than the usual signature pieces these luxury brands have become known for.

Hermès has already developed a following in the Philippines even if it’s not sold here. The brand has other bags— the Bolide, SO Kelly, Kelly Pochette, Medor Clutch, Jige, Garden Party, Paris-Bombay, Picotin, and a wide range of casual canvas totes and satchels.

So when Hermès opens in Manila late next year, expect the country’s bag-loving community to be more than ready.