Marrakech – Luxury fashion house Hermès is facing fresh scrutiny following an investigative report by Glitz, which alleges that the brand monitors clients’ personal details, including home addresses, to determine whether they are eligible to purchase its most sought-after handbags, such as the Birkin and Kelly.

According to reports, Hermès employees allegedly conduct Google searches on potential customers to identify where they live. 

If a client’s address is deemed insufficiently “prestigious” for the brand’s ideal customer profile, access to high-demand bags may be restricted.

The investigation further claims that Hermès staff carry out informal background checks without customers’ consent, reviewing home addresses, social media activity and purchase histories. 

Clients who remain loyal to a single Hermès boutique and spend heavily on items such as furniture and homeware are allegedly favored, while those who shop across multiple locations risk being removed from preferred client lists.

Hermès is also accused of evaluating customers based on their in-store behavior and appearance, with employees allegedly labeling “flashy” or “aggressive” personalities as unsuitable. 

Shoppers who focus exclusively on iconic handbags, rather than other Hermès designs like the Plume, are also reportedly flagged as potential customers. 

If a Birkin bag is later found on the resale market, both the buyer and the sales associate involved may allegedly be blacklisted.

The allegations come amid ongoing legal challenges against the brand in the United States. 

In 2024, two San Francisco residents filed a lawsuit accusing Hermès of operating a system that requires customers to build a “sufficient purchase history” before being considered for a Birkin bag.

According to USA Today, plaintiffs Tina Cavalleri and Mark Glinoga claim the brand forces customers to buy additional Hermès products, often costing thousands of dollars, for the mere possibility of being offered a Birkin, which may not be available in the desired size, color or style. 

The handbags are typically sold privately in so-called “Birkin rooms” and often carry five-figure price tags.

The lawsuit, filed as a proposed class action, accuses Hermès of customer exploitation and deceptive sales practices.