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Why Hermes Resists
the Pressure of Speed
Legacy is about withstanding shifts and trends, yet staying present in people's minds
In an industry that celebrates brands following faster trend cycles, faster production, and faster gratification, Hermes has built it's prestige on doing the opposite. This is not a brand that floods the market with endless collections or focus on being viral on social media. Instead, Hermes has positioned itself as the antithesis of fashion's frenzy. It is a house that trusts time, and that trust has turned its products into objects of desire.
When you think of Hermes, you think of the Birkin or Kelly bag, items so coveted they inspire waiting lists that can last months or years. These are natural by-products of a production process designed for quality rather than market demand. Each bag is made start-to-finish by a single artisan, a tradition that takes years of training to master. Output is therefore limited by design. Hermes could hire thousands of additional artisans to speed up production and meet demand, but it doesn't. Because at Hermes, their goal is not to keep up with demands but to cultivate desire with their audience.
This decision to slowly produce quality products is strategic. Luxury is not about price but about perception. If anything can be bought instantly, its perceived value drops. The wait, the difficulty, the anticipation are all part of what makes owning a Hermes bag feel like a milestone. In some ways, Hermes has turned time into a feature, not a flaw. The product's worth increases the longer someone is willing to wait.
Contrast this with the wider fashion industry, where "see now, buy now" has become the standard. Fast fashion brands can move a design from idea to retail in a matter of weeks. Even luxury houses have felt the pressure to shorten production timelines and churn out more collections per year to satisfy constant demand. The result is an industry locked in an exhausting cycle of creation and consumption, where products have a shelf life of months, if not weeks, before they are replaced by the next thing. Hermes refuses to play this game. By sticking to its own pace, it shows that its products are not disposable trends but long-term investments.
This refusal to speed up production does more than protect the integrity of Hermes. It communicates confidence. To resist producing offers quickly in a world where most people want things immediately sends a clear message. It shows that Hermes says 'We are not competing for your impulse. We are building for your lifetime'. This level of authority is why Hermes is considered one of the most powerful luxury brands in the world. It is not boastful, it is not frantic, and it is not constantly searching for attention. It lets its products, and its process, speak for themselves.
For entrepreneurs, this case study reminds you that you do not have to move at the pace of the market to remain relevant. In fact, moving too fast can dilute the very value you are trying to build. When every decision is driven by urgency, shortcuts get taken in quality, in communication, and in experience. The result is a brand that may stay busy but never builds true depth. Hermes demonstrates that control in how products are made can become a differentiator. It creates room for excellence, for craftsmanship, and for meaning to take root.
There is also a lesson here about patience in growth. Hermes is not trying to scale at all costs. The company consistently reports strong financial performance not by flooding the market with new offers but by gradually increasing value over time. They understand that maintaining brand equity is more important than chasing short-term revenue spikes. For modern businesses, this means focusing on building something worth waiting for. Whether that's a product, a service, or an experience.
And yet, Hermes does not stand still. The brand continues to innovate. Launching new products, expanding its categories like beauty and home, experimenting with digital tools, but it does so without sacrificing its signature production process. Innovation at Hermes is measured, thoughtful, and always aligned with its core values of craft, heritage and longevity. This balance keeps the brand from becoming stagnant while preserving the aura of exclusivity that makes it desirable in the first place.
Ultimately, Hermes shows that moving slowly can be a source of strength. When you control the tempo, you control the narrative. You turn waiting into a privilege rather than a frustration. You create anticipation instead of exhaustion. In a world where doing things rapidly is the default, producing slowly can be radical, and radically effective.
For any business builder, the takeaway is simple but not easy. Protect the pace of your process. Decide where moving quickly serves you and where it sabotages you. Give yourself permission to slow down so that you can deliver with excellence and create something people are willing to anticipate. Like Hermes, you may find that when you stop racing, your value doesn't diminish, it deepens.
Sentinel is Orvellei's journal of essays, practices and reflections. A written companion for entrepreneurs and brands across every stage of business.
It is an ongoing record that focuses on substance and depth in modern business. It continues as the questions and thoughts evolve. Each entry plays a role in your entrepreneurial journey.
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