hermes - brand analysis
DESCRIPTION
TRANSCRIPT
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BRAND ANALYSIS HERMES
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HISTORY
1801 1837
1880
BIRTH OF THIERRY HERMÈS
WORKSHOP RUE BASSE-DU-REMPART Harness Maker
CHARLES-EMILE HERMÈS à 24 rue du Faubourg Saint-Honoré + Saddlery + Equitation Equipment & Silk + Haut à Courroies
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EVOLUTION 1900 – 1920s
HERMES FRERES LA FERMETURE HERMES MAROQUINERIE LEATHER GARNMENT HORLOGERIE (collab. w/ Movado)
COUTURE LF
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EVOLUTION
1930
1937
1947
1948
1951
1930 – 1950s FIRST STORE ABROAD Neiman Marcus NYC
FIRST CARRE HERMES Jeu des Omnibus et Dames Blanches
CARRIAGE LOGO COLLECTION FOR OLYMPIC GAMES EAU D’HERMES by Edmond Roudnitska
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1956 – PRINCESSE GRACE DE MONACO
1977 CHANGE OF NAME HAUT A COURROIES to KELLY
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EVOLUTION
1961 CALECHE PERFUME 1970 DECLINE OF THE MAISON 1978 JEAN-LOUIS DUMAS CEO Focus On Ready To Wear, Leather Goods & Tableware
Eric Bergère And Bernard Sanz Acquisition Of Puiforcat, St Louis & Perigord La Montre Hermes
1993 BOURSE DE PARIS 1996 FIRST STORE IN BEIJING
1960 – 2000s
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1982 - BIRKIN
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MAIN DESIGNERS
Lola Prusac Jacques Delahaye Catherine de Karolyi Nicole de Vesian Eric Bergere Claude Brouet Tan Giudicelli
Marc Audibet Mariot Chane Veronique Nichanian Martin Margiela Jean-Paul Gaultier Christophe Lemaire Pierre Hardy
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EXPANSION
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IDENTITY
GIVE TIME TO TIME CRAFTSMANSHIP
Leather Forever Exhibition London Heart & Crafts Online Documentary
TIMELESS FRENCH CHIC PRODUCT INTEGRITYcollab w/ John Lobb
TRANSMISSION SOLIDARITY & SUSTAINABLE DEVELOPMENT EQUITATION Saut Hermes
14 METIERS
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KEY PRODUCTS
BIRKIN KELLY CAPE CODE ARCEAU BRIDES DE GALA JUMPING CHAINE D’ANCRE EAU D’HERMES
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BRAND IDENTITY
PHYSICAL ATTRIBUTES LOGO Duc Carriage attached to a Horse
ORANGE PACKAGING (1947) & BROWN RIBBON « like a cake on an alter »
WOODEN INTERIORS H SHAPED PRODUCTS ILLUSTRATIONS « never take yourself too seriously »
POINT SELLIER COLOURS Orange, Rouge H and Etoupe
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BRAND IDENTITY
PERSONALITY LUXURY AND BEAUTY CHIC AND REFINED Rare leather, silk, gold
DISCRETION NO CELEBRITY ENDORSEMENT
CULTURE AESTHETICISM EXCELLENCE CRAFTSMANSHIP CULT OF TRADITION “making things the way the grandfathers of our grandfathers did” Jean-Louis Dumas
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BRAND IDENTITY
REFLECTION
GUARANTEE OF QUALITY TRADITION MODERN yet CLASSIC CASUAL HARMONIOUS ELITIC & GOOD MANNERS AVOIDS ECCENTRICITY
MENTALIZATION
ESTHETE GOOD TASTE HIGH STATUS IN LOVE w/ BEAUTIFUL THINGS
LF
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SUCCESS PATTERNS
EXCLUSIVITY No Sales (Exc. Soldes D’hermes) High-end Products e.g. Birkin Croc Porosus Lisse
Limited Quantities
RARITY Waiting Lists
QUALITY Training, Time, Materials “We don’t have a policy of image; we have a policy of product”
CREATIVITY & INNOVATION Annual Themes, 2/3 Renewal Of Offer
COMMUNICATION No Celebs
FIGHT AGAINST FAKE Intricate Processing Techniques No Monogram
DISTRIBUTION POSITIONING & PRICES LONG-TERM RELATIONSHIP WITH SUPPLIERS
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ENERGY DISRUPTIONS
OVER EXPOSURE OF BIRKIN BAG
UNSATISFACTORY SERVICE IN STORE
BAD SERVICE FOR ASIAN CUSTOMERS NO CONSISTENCY IN PRODUCT OFFER ONLINE
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RECOMMENDATIONS
FOLLOW-UP PROCESS ON WAITING LIST WEBSITE RESTRUCTURATION
STORE DIGITALIZATION
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FUTURE OF THE COMPANY
CONTROL OF GROWTH EXPANSION OF EXISTING STORES
MOVE TO ULTRA-LUXURY PRODUCTS (CROCODILE, PYTHON, DIAMONDS, ETC.)
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LILY FROEHLICHER