A great brand is all about the DNA, what goes into it. It’s beyond luxury:
The DNA of these companies is craftsmanship. Their secret to success is upholding exceptional quality and technology. Three key elements come into play. First, these companies promote scarcity. Eschewing mass production, they produce a limited supply to implant the idea of exclusivity in each customer. Even if demand for a product is high, automation is resisted to keep everything handmade. For example, a single craftsman averages 32 hours to produce a single Hermes Kelly or Birkin bag, creating an average wait of four years per order. Hermes is known for buying leather only after a thorough inspection and more than eight months of tanning with extracts of oak. No chemicals are used. – from Here