The Scarcity Paradox: What Hermès Can Learn From Ferrari
Can a business grow so successfully that it begins to weaken the very thing that made it valuable? That is the question raised by the recent UBS downgrade of luxury brand Hermès. UBS has raised concerns that the increasing availability of Hermès products, particularly non-quota handbags, could gradually weaken the scarcity that has helped support the company's extraordinary desirability and pricing power. But this isn't simply a story about luxury handbags. It's a business strategy story and we've seen the pattern before. When Scarcity Creates Value Most businesses are encouraged to grow. Increase production. Reach more customers. Expand distribution. Generate more revenue. Normally, that makes perfect sense. But what happens when scarcity itself forms part of the value proposition? Ferrari faced a similar challenge. For decades, deliberately restricting supply was an important part of Ferrari's strategy. Yet the company has substantially increased the number of ca...