Hermès Allegedly Profiles Clients, Tracks Addresses In New Investigation

Hermès has caused controversy yet again for alleged customer practices.

The luxury brand, known for their sought-after bags such as the Birkin and Kelly, was named in a new investigative story by Glitz, which alleged that Hermès keeps tabs on where clients live through Google searches. If their address is somewhere that employees allegedly deem unfit for the ideal Hermès client, they may not have access to the aforementioned accessories.

In the report, Hermes employees allegedly search potential customers’ home addresses, social media accounts and purchase histories as a background check, although consent isn’t given. If purchasers faithfully shop at one Hermès store and buy high-end furniture, they’re allegedly given a pass, but if customers shop across various locations, they could potentially be dropped from the client list.

The retail chain is also accused of judging clients by their attire and behavior in-store, with ‘aggressive’ and ‘flashy’ personalities being considered unsuitable. Additionally, Hermès is alleged to keep a close eye on clients who only shop for well-known bags instead of other signature models like the Plume. If a bag goes up for resale online, both the client and employee that sold the model can be blacklisted from the chain.

Customers have legally gone after Hermès after allegedly being subject to scrutinizing practices, like in 2024, when two San Francisco residents sued the brand for operating a scheme for clients to have “sufficient purchase history.” The pair claimed that for access to the Birkin, they’re forced to purchase other brand accessories, just for potential access to a bag model that may not be available in the style, color or size that they seek.