BRAND ANALYSIS HERMES

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)

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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

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

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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.)

LILY FROEHLICHER