Hermès New Bag Unveiling: Key Highlights

To become a VIP of luxury brands "Erusha" (Hermès, Louis Vuitton, Chanel), one must spend over 100 million won annually at the brand, with preferential treatment given to loyal customers who purchase a variety of items, especially clothing and shoes.

As Dr. Oh Eun-young and BLACKPINK's Jennie are known to be VIPs of Hermès and Chanel, interest has grown in how to become an "Erusha" VIP like them. VIP customers receive special management from their dedicated sales associate, and their spending can account for 80% of a brand's annual revenue.

Hermès selects customers who purchase around 30 products annually across various categories such as clothing, shoes, bags, and tableware as their top VIPs. Louis Vuitton classifies customers who spend over 30 million won per season and over 100 million won annually as VIPs. Chanel manages customers who purchase over 3 to 5 million won per visit at least once a month, but handbags are excluded from VIP benefits.

Chanel gives more preferential treatment to customers who purchase clothing and accessories rather than handbags. This is because while handbag purchases can be a one-time event, clothing and shoe purchases are seen as an indicator of brand loyalty.

Hermès offers clothing, shoes, hats, and gloves at up to a 50% discount through private sale events for VIP customers. Louis Vuitton celebrates VIP customers' birthdays and wedding anniversaries, provides "hocance" (hotel + vacation) events, and offers close support from stylists. One VIP customer revealed that they maintain a friendship with their dedicated sales associate, receiving personalized product recommendations and holding services.