A research study conducted by Baghunter which compares three major investment opportunities – the S&P 500, gold, and Hermes Birkin handbags – has sent waves through the business, finance, and fashion worlds. The research compares both historical and current data to conclude that Birkin bags are the safest investment for 2016, with numerous media outlets picking up on the story in the wake of the stock markets’ shaky start to the year.
Here is a breakdown of the global press coverage:
Business Insider published the story internationally, featuring it on their United States, Indian, and Australian editions. They focused on the investment potential of Birkin bags along with the difficulty “the average person” has in obtaining one directly from Hermes due to the limited supply of Birkins crafted each year and the famous waiting list for the bags, concluding that “at least they’re an investment.”
The story also appeared in the “10 Things You Need to Know This Morning in Australia” feature piece on Business Insider Australia which quotes Birkins as being “historically…a better bet than the stock market” and in The Fiscal Times which cites the Business Insider story in full.
United States – https://www.businessinsider.com/birkin-bags-value-keeps-increasing-2016-1
India – https://www.businessinsider.in/Buying-this-fashion-status-symbol-is-historically-safer-than-investing-in-the-stock-market/articleshow/50568501.cms
Australia - https://www.businessinsider.com.au/birkin-bags-value-keeps-increasing-2016-1
The Fiscal Times - https://www.thefiscaltimes.com/2016/01/13/Fashion-Item-thats-Better-Investment-Stocks-and-Gold
U.S. News & World Report
Influential, national media company U.S. News & World Report quoted Rowan Atkinson’s character from Love Actually in their story by saying the Birkin “is so much more than a bag.” They focused on the statistics, citing Baghunter’s research on Birkin bags increasing in value by 14.2% annually and the fact they haven’t decreased in value.
National style magazine, Racked, opted to focus on the reasons why Birkin bags are the safest investment for 2016, quoting the Birkins steady rise in value over the last 35 years and its imperviousness to recession and economic difficulty as an ultra-luxury product. They conclude with the study’s prediction that “the value of the Hermes handbag will double in 10 years.”
A leader in luxury marketing, Luxury Daily offered their readers an in-depth report of the study, analyzing both the historical and current data, as well as the rising resale value of the Birkin to show that “Birkin bags are on pace to continue positively for investors.” The in-depth coverage provided by Luxury Daily led to the story trending as the number one most popular article on the website for 24 hours after publication.
Manhattan-based paper, The Observer, told their readers “if you’ve been contemplating adding a Birkin to your collection, a new study guarantees that it’s worth your while.” The article encourages those who are attempting to justify the purchase of a Birkin to a friend or family member to “simply show them this study” because “selling a vintage Birkin is the ultimate profitable return...if you can part with yours.”
NY Mag’s digital fashion destination, The Cut, called Birkin bags “a lot more than pretty totes,” telling readers “if you were hoping to inherit a large sum of gold in the future, it might be best to grab a Birkin instead.” They conclude by providing the Birkin with a new name, “possibly the smartest investment ever”.
The younger version of Vogue magazine, Teen Vogue says “Birkin bags are literally a better investment than gold,” advising their readership to “buy a Birkin…the next time you have a cool $50k or so laying around,” and to “mention a Hermes bag…the next time your parents want to talk to you about making a smart investment.”
Complex magazine told their readers to “forget about putting your money into stocks and gold,” and that “the Hermes Birkin bag is a much smarter investment.” They advise their readers that “sometimes (Hermes) stores will turn away a potential buyer or place him or her on a waiting list that could span several years” and it is this that “explains why the resale market for the Birkin is surging.”
American online news platform and preferred platform for ‘Millennials’, Elite Daily, told their readers to “go ahead and treat yourself to that $20,000 bag you’ve been eyeing.” They advise their readership they’ll be “hard-pressed to find a safer investment” and call Birkin bags a “savvy investment.”
Harper’s Bazaar lead with the news that the Birkin is “only getting more valuable,” and “if you can somehow get your hands on one…it’s not a bad way to spend your money.” They offer reasons for the bag being so valuable including “it’s scarce,” “a year-long waiting list for a new Birkin,” and “you can get them repaired for life.”
Home of the popular online forum, The Purse Forum, Purse Blog called Birkin bags the “gold standard…when it comes to actual annual increase in value.” The article goes on to point out that “Hermes operates on the ultra-luxury market, which shields it from fluctuations in consumer spending,” advising readers it is something to “keep in mind if you’re interested in resale.”
Lifestyle website, Hello Giggles, tells their readers that “owning a Birkin bag has a better return value than owning actual bars of gold,” which is “awesome if you have a couple of Birkins hanging out in your closet that you might want to resell.” They conclude by calling the Birkin bag “a great future family heirloom.”
Lifestyle blog, Womanista, advises readers who “don’t know how to invest in the stock market,” that a “Hermes Birkin bag is a better means of investment.” Offering figures from Baghunter’s study, they conclude that if readers invest in a Birkin “you could find yourself with a nice sum of money.”
The global media coverage has confirmed that investors are looking for new opportunities in 2016 and Hermes Birkin handbags are likely to be their best bet. There are many reasons to purchase a Birkin bag – its beauty, its iconic status, the craftsmanship – but now there is a new reason – investment.
We would like to thank all of the journalists and media outlets who covered the story.