Luxury groups are turning to films, the Internet and private dinners to attract customers as they search for more cost-effective ways to advertise to fight falling sales, executives told the Reuters Global Luxury Summit.

Hermes is increasing its overall marketing budget by just under 10 percent this year to a touch above 100 million euros but only a third will be on advertising, Chief Executive Patrick Thomas said.

“The rest of the budget goes on shop windows, exhibitions, private public relations operations,” he said, including invitations to 10-15 customers to themed store openings.

French luxury goods group Hermes has resorted to breeding its own crocodiles on farms in Australia to try to meet demand for its leather bags, its chief executive told Reuters on Monday.

Customers sometimes have to wait several years for certain exotic-skin bags, which can fetch over 35,000 euros ($48,410).

“It can take three to four crocodiles to make one of our bags so we are now breeding our own crocodiles on our own farms, mainly in Australia,” Patrick Thomas told the Reuters Global Luxury Summit in Paris.

Hermes believes turbulence could hit the global luxury goods industry for the next two years and has put some expansion plans on hold, the French fashion and leather goods group said on Monday.

Watches and jewelry will take at least two years to recover from the current luxury spending downturn but fashion sales could pick up faster, Hermes Chief Executive Patrick Thomas told the Reuters Global Luxury Summit in Paris.

“In my opinion, turbulence will last rather long, maybe two years,” Thomas said.

The world’s second-largest luxury goods group in terms of market value behind LVMH said it had postponed the opening of two shops in China and two leather goods plants in France.

Victoria Beckham is well known for her extravagant taste in fashion, but news that she owns 100 Hermès Birkin bags is likely to be seen as nothing less than excessive.

A US financial website worked out that the sometime pop star’s collection of the coveted bag alone is worth £1.5million ($2.3 million).

Thebigmoney.com revealed that the 35-year-old owns around 100 of the style, which start at £4,200 for the basic model.

Sunny days are a good reason to ride a bike that can get you through streets more quickly and flexibly than any other means of transport.

What’s more, you’ll be relaxed, you won’t harm the environment, and it’s good for your health.

If you want to ride in a chic way, you can try the new Hermès bicycle in lacquered stainless steel with Frame, handles and saddle in Taurillon Clemence leather.

Falcon Aviation Services has received its first “Hélicoptère par Hermès” on Sunday at a ceremony held in Abu Dhabi.

Priced at $6 million, the EC135 helicopter is created by a collaboration between Eurocopter and Hermès, the French designer of luxury goods.

“This helicopter illustrates a fusion between design and technology, where every detail has been created for VIP and business travellers,” said Salem Al Kayoumi, FAS’s vice-chairman.