Preserving prestige

: analysis of how social media user-generated content influences the Hermès Birkin’s exclusivity

Abstract

Exclusivity has long been a key concept in defining the meaning of luxury; however, the popularity of social media is challenging how it can be maintained. This thesis examines how user-generated content on TikTok and Instagram reshapes the perceived exclusivity of the Hermès Birkin, a bag historically protected by natural scarcity and strict distribution rules. The study includes four sources of evidence, including semi-structured interviews, a Qualtrics survey, a sentiment analysis of TikTok posts linked to Hermès’stock price, and a long-term comparison between Birkin resale values and the S&P 500. The results show that exclusivity is not vanishing from the luxury industry but rather, it is being redefined and renegotiated. User-generated content amplifies both desire amongst consumers and reinforces the Birkin’s role as a cultural symbol. However, it simultaneously weakens the sense of inaccessibility and discretion. Owners were acutely aware of this fragility, in contrast to outsiders who perceived the bag as more securely rare. Financial data reinforced the Birkin’s stability as a financial asset, while an increase of positive TikTok coverage often aligned with changes in Hermès’ company share price. This pattern reinforces how, through today’s online landscape, cultural visibility now overlaps with financial markets. The evidence suggests that exclusivity is moving away from absolute secrecy and more toward curated visibility, and the Birkin illustrates how luxury brands may need to adjust.

Date of Award	17 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)