Hermès’s refuses to change its strategy and remains iconoclastic, going against the norm in the luxury industry today. They are not doing accessible luxury for younger consumers, craftspeople make a quarter of their total employees, and every piece is crafted by the same craftsman from start to finish. The company is maintaining the tradition of Europe’s medieval craft guilds. They have protected their legacy and resisted cost control and capitalisation of trends. They continue to exist by the belief that elegant hand-made things regardless of the costs involved will always have a market.