Jaguar's goal is not to meet all initial demand. A situation where demand exceeds supply, creating wait times, is considered a "nice problem." This strategy of managed scarcity is crucial in the luxury auto market to avoid oversupply, which would destroy residual values and dilute the brand's exclusivity.

While Chanel has dramatically increased prices (90% since COVID), its bags are not considered "investment grade" like a Birkin. The secondary market premium for Chanel has not kept pace with retail price hikes, meaning a reseller would likely list a Chanel flap bag for less than its purchase price.

For luxury brands, raising prices is a strategic tool to enhance brand perception. Unlike mass-market goods where high prices deter buyers, in luxury, price hikes increase desirability and signal exclusivity. This reinforces the brand's elite status and makes it more coveted.

Luxury travel brands can avoid commoditization by emulating Hermès. This involves maintaining scarcity (like waiting lists for bags), implementing moderate and sensible price increases, and preserving an exclusive, high-touch customer experience. This strategy builds long-term brand value over short-term volume growth.

Top universities operate like luxury brands such as LVMH by creating artificial scarcity, rejecting the vast majority of applicants. This strategy boosts their perceived value, allowing them to charge exorbitant tuition at incredibly high margins, effectively transferring wealth from middle-class families to university endowments, faculty, and administrators.

The ultra-luxury market thrives during economic uncertainty due to the "K-shaped" recovery. While average consumers pull back, the ultra-wealthy get wealthier, concentrating spending on tangible assets like cars, watches, and Birkin bags. This causes demand in the highest end of the market to accelerate.

Unlike on other products, Hermès sales staff do not receive a commission for selling "quota bags" like the Birkin. This unique compensation structure removes the financial incentive for salespeople, reinforcing brand control over distribution and making the system impossible to "game" with bribes or special treatment.

Unlike typical goods, Hermès Birkins are "Veblen goods." This economic principle means that as their price increases, consumer desire and demand paradoxically also increase. This manufactured scarcity is a core driver of their investment value, a status shared by few other brands like Patek Philippe and Ferrari.

Businesses can build a moat by either manufacturing scarcity to create exclusivity and pricing power (like Hermes) or by systematically eliminating it to offer unbeatable prices and volume (like Costco). Both are deliberate strategic choices that leverage the same economic principle in opposite ways.