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买高端包必须花大价钱配货?爱马仕“潜规则”获美法院支持
Yang Zi Wan Bao Wang· 2025-09-18 10:26
Core Viewpoint - The U.S. District Court for the Northern District of California dismissed a lawsuit against Hermès regarding its sales practices for the Birkin bag, affirming that the company's strategy does not violate antitrust laws [2][4]. Group 1: Lawsuit Details - Three consumers filed a lawsuit in March 2024, alleging that Hermès leveraged its market dominance to compel customers to purchase other products before being allowed to buy the Birkin bag, potentially spending tens of thousands of dollars [2]. - The plaintiffs claimed that this "allocation rule" was a covert sales strategy that violated the Sherman Antitrust Act and California's unfair competition law [2]. Group 2: Court Ruling - Judge James Donato stated that Hermès, as a private entity, has the right to control its production and sales, including limiting the supply of the Birkin bag and setting high prices, which does not constitute antitrust violations [4]. - The judge emphasized that Hermès' strategy of maintaining scarcity is a legitimate business practice and not an abuse of market power, thus concluding the lawsuit in favor of Hermès [4].