How a unique approach to supply chain, design, communications and retail has powered blockbuster demand for iconic bags like the Birkin and Kelly, enabling the French leather goods house to face down rivals and become a global megabrand with a market capitalisation greater than Nike’s.

Hermès’ timeless positioning has helped sales bounce back ‘as if the pandemic never happened.’ But that doesn’t mean change isn’t afoot at the iconic French luxury house.

The maker of the iconic Birkin bag saw its sales plunge 42 percent in the three months through June.

Despite rigorous new hygiene routines, its unlikely luxury brands will see store traffic returning to pre-pandemic levels any time soon.

How can the recent performance of giants like Hermès, LVMH, Kering, Li-Ning and L'Oréal help other brands prepare for the next phase of China’s post-pandemic recovery?

The Parisian house saw a 7.7 percent drop in first-quarter sales compared to declines of 15 percent or more reported by other luxury groups.

Green shoots of recovery emerge in China after more than 780 million people endured some level of quarantine for two months. But how long will it take for pre-pandemic levels of spending to return?

The luxury brand reported a slowdown in sales growth in the fourth quarter to €1.87 billion.