Their Capucines strategy was a nighmare.
"We want a competitor for the Birkin, but let's do everything the opposite way as Hermès does:
- Let's make it readily available everywhere all the time.
- Let's put it on display everywhere all the time instead of our regular items.
- Let's put all of them up online.
- Also let's make like a 100 versions simultaneously so it feels like there is an abundance of choice.
- Also let's overproduce it like crazy, so there is a literal abundance of stock everywhere all the time."
The only upside this strategy had was that poor people like me could just walk in and check them out without a hassle anytime. Also the Sales Associates were extremely eager to show them (we all know, why). They — wisely — made a 180 turn with their watches, it was time with their high-end bags. Maybe it is also time for some hand-stitching...