HERMES Brand Story
Hermes is Parisian Fashion House and luxury brand founded by Thierry Hermes. It was only several years before the brand was founded that Thierry moved to the outskirts of Paris, where he learned how to make leather and produce harnesses. In 1837, Thierry Hermes opened the doors to the house of Hermes, a harness shop along the grands Boulevards in Paris, France. In his shop, Hermes Created harnesses and bridles for private clients, priding his business on its most superior quality. This quality inevitably gave him the opportunity to win first prize at the 1867 world’s Fair in Paris.
Hermes is Parisian Fashion House and luxury brand founded by Thierry Hermes. It was only several years before the brand was founded that Thierry moved to the outskirts of Paris, where he learned how to make leather and produce harnesses. In 1837, Thierry Hermes opened the doors to the house of Hermes, a harness shop along the grands Boulevards in Paris, France. In his shop, Hermes Created harnesses and bridles for private clients, priding his business on its most superior quality. This quality inevitably gave him the opportunity to win first prize at the 1867 world’s Fair in Paris.
However, in 1878, Thierry Hermes passed away, leaving the family business to his grandsons, Emile-Maurice and Adolph Hermes. By the 1880’s, many things had changed for the brand, including their store locations. The original location that Thierry stated in was transitioned to a more expansive location in the 8th Arrondissement, where it still stands today. This was a monumental step for the brand, as it marks the first time that Hermes sold their products to the public in a retail manner.First time that sold products to the public in a retail manner.
However, in 1878, Thierry Hermes passed away, leaving the family business to his grandsons, Emile-Maurice and Adolph Hermes. By the 1880’s, many things had changed for the brand, including their store locations. The original location that Thierry stated in was transitioned to a more expansive location in the 8th Arrondissement, where it still stands today. This was a monumental step for the brand, as it marks the first time that Hermes sold their products to the public in a retail manner.First time that sold products to the public in a retail manner.
By 1900, a new leaf turned, and Hermes started selling more than just saddlery. The brand introduced the Haute-a-Courtois bag, which we know today as a form of the Birkin bag. This piece opened a new door to retail for the brand, as they created somethings that tied in Hermes brand values of horseback riding, while making it fashionable to consumers. By the 1910’s Hermes began designing various clothes and handbags, and by the 1920’s and 1930’s, they publicly launched their first handbag line to women. In these two decades, Hermes developed some of their most beloved items, including the Kelly bag and their iconic silk scarabs. By the late 1930’s and 1940’s, the brand launched their own jewelry and perfume lines, as well as silk ties for men.
By 1949, their silk scarfs proved to be one of their most popular, selling items. In the 1950’s, Hermes focused heavily on visual merchandising and window selling to attract customers, something that we still see the brand execute today. By the 1960’s, Hermes began to expand their stores globally. Today, they currently have 311 locations worldwide. Over the years, Hermes has partnered with many successful designers, including Martin Mariela, however their leadership of their brand remains in the hands of the family. Hermes has been run by family for nearly six generations, showing just how closely they stick to the original values Thierry instilled from the beginning.
By 1900, a new leaf turned, and Hermes started selling more than just saddlery. The brand introduced the Haute-a-Courtois bag, which we know today as a form of the Birkin bag. This piece opened a new door to retail for the brand, as they created somethings that tied in Hermes brand values of horseback riding, while making it fashionable to consumers. By the 1910’s Hermes began designing various clothes and handbags, and by the 1920’s and 1930’s, they publicly launched their first handbag line to women. In these two decades, Hermes developed some of their most beloved items, including the Kelly bag and their iconic silk scarabs. By the late 1930’s and 1940’s, the brand launched their own jewelry and perfume lines, as well as silk ties for men.
By 1949, their silk scarfs proved to be one of their most popular, selling items. In the 1950’s, Hermes focused heavily on visual merchandising and window selling to attract customers, something that we still see the brand execute today. By the 1960’s, Hermes began to expand their stores globally. Today, they currently have 311 locations worldwide. Over the years, Hermes has partnered with many successful designers, including Martin Mariela, however their leadership of their brand remains in the hands of the family. Hermes has been run by family for nearly six generations, showing just how closely they stick to the original values Thierry instilled from the beginning.
Values
Hermes has six brand values consisting of: spirit of conquest, creativity, craftsmanship, quality, authenticity and independence.
Target Audience
Hermes target audience has always been one of wealthy, upper class individuals with a disposable income, heavy fashion influence and high awareness of style trends. This includes elite members of society, celebrities and influential people within the fashion industry.
Personality
Understated, feminine, vibrant, timeless, classic, authentic, refined and individualistic.
Tone of voice
French, elegant, chic, sophisticated.
Values
Hermes has six brand values consisting of: spirit of conquest, creativity, craftsmanship, quality, authenticity and independence.
Target Audience
Hermes target audience has always been one of wealthy, upper class individuals with a disposable income, heavy fashion influence and high awareness of style trends. This includes elite members of society, celebrities and influential people within the fashion industry.
Personality
Understated, feminine, vibrant, timeless, classic, authentic, refined and individualistic.
Tone of voice
French, elegant, chic, sophisticated.
Brand Identity
Hermes has an iconic, established brand identity. From the highly coveted Birkin bag that comes in an array of colors and prints, to the unmistakable “H” that appears on various belts and accessories, consumers instantly recognize the luxury designer. Superior quality, handmade craftsmanship and the development of timeless pieces’ bolster Hermes valuable brand identity.
Brand Equity
Although Hermes demands a superior pricing point, they allow opportunistic customers to participate in the brand by offering entry-level items such as silk products, accessories and small leather goods. This invites a new type of customer into their customer base while still maintaining the overall exclusivity of the brand.
Execution
Hermes communicates to their audience in numerous ways, whether it be through social media, print and mobile advertising, visual merchandising or brand sponsored events across the globe. Recently, they created a virtual pop-up store in promotion of their silk squares, shawls and more. Designed as a virtual house, the website had different rooms that allowed users to browse over 600 models of their unique, signature silks.
On the mobile side, Hermes has two apps: Silk Knots, an instructional guide that teaches consumers all of the ways to tie a Hermes scarf, and Parcel Manager, an app that provides insight to customers on their shipments, with options to control how they receive their packages. Social media is used to promote campaigns with various artists and designers, as well as showcase new and existing products.
Brand Identity
Hermes has an iconic, established brand identity. From the highly coveted Birkin bag that comes in an array of colors and prints, to the unmistakable “H” that appears on various belts and accessories, consumers instantly recognize the luxury designer. Superior quality, handmade craftsmanship and the development of timeless pieces’ bolster Hermes valuable brand identity.
Brand Equity
Although Hermes demands a superior pricing point, they allow opportunistic customers to participate in the brand by offering entry-level items such as silk products, accessories and small leather goods. This invites a new type of customer into their customer base while still maintaining the overall exclusivity of the brand.
Execution
Hermes communicates to their audience in numerous ways, whether it be through social media, print and mobile advertising, visual merchandising or brand sponsored events across the globe. Recently, they created a virtual pop-up store in promotion of their silk squares, shawls and more. Designed as a virtual house, the website had different rooms that allowed users to browse over 600 models of their unique, signature silks.
On the mobile side, Hermes has two apps: Silk Knots, an instructional guide that teaches consumers all of the ways to tie a Hermes scarf, and Parcel Manager, an app that provides insight to customers on their shipments, with options to control how they receive their packages. Social media is used to promote campaigns with various artists and designers, as well as showcase new and existing products.
Brand Positioning
Hermes is still considered a superior luxury brand, with a wealthy customer base that looks for excellent craftsmanship, manufacturing, brand exclusivity and brand values. The luxury brand has a well-established history, known for producing superior quality products through elite craftsmanship and a combination of elegance, lightheartedness, creativity and eccentricity. A distinguishable trait about the brand is that they focus on slow fashion rather than quickly emerging trends. Elements to describe the brand would include elegance, inaccessibility, durability and premium quality.
Brand Responsibility
While Hermes does not comment of the fact that they use animal skin for many of their products, they counteract these actions by stating ho they only use material offered by nature. Their website has a sustainability section that emphasized their contribution to the environment, including the integration of renewable energy sources into their French manufacturing sites, monitoring their fragrance manufactures environmental footprint, taking part in biodiversity and global sustainability programs and more.
Brand Awareness
Hermes has increased their brand awareness by expanding to 240 locations worldwide. Hermes sells one silk scarf every 20 seconds, which attests to their strong global demand as luxury brand.
Brand Positioning
Hermes is still considered a superior luxury brand, with a wealthy customer base that looks for excellent craftsmanship, manufacturing, brand exclusivity and brand values. The luxury brand has a well-established history, known for producing superior quality products through elite craftsmanship and a combination of elegance, lightheartedness, creativity and eccentricity. A distinguishable trait about the brand is that they focus on slow fashion rather than quickly emerging trends. Elements to describe the brand would include elegance, inaccessibility, durability and premium quality.
Brand Responsibility
While Hermes does not comment of the fact that they use animal skin for many of their products, they counteract these actions by stating ho they only use material offered by nature. Their website has a sustainability section that emphasized their contribution to the environment, including the integration of renewable energy sources into their French manufacturing sites, monitoring their fragrance manufactures environmental footprint, taking part in biodiversity and global sustainability programs and more.