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Hermes - Brand Analysis

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Hermes - Brand Analysis

  1. 1. BRAND ANALYSIS HERMES
  2. 2. HISTORY 1801 BIRTH OF THIERRY HERMÈS 1837 WORKSHOP RUE BASSE-DU-REMPART Harness Maker 1880 CHARLES-EMILE HERMÈS à 24 rue du Faubourg Saint-Honoré + Saddlery + Equitation Equipment & Silk + Haut à Courroies LF
  3. 3. EVOLUTION 1900 – 1920s HERMES FRERES LA FERMETURE HERMES MAROQUINERIE LEATHER GARNMENT HORLOGERIE (collab. w/ Movado) COUTURE LF
  4. 4. EVOLUTION 1930 – 1950s FIRST STORE ABROAD 1930 Neiman Marcus NYC 1937 FIRST CARRE HERMES Jeu des Omnibus et Dames Blanches 1947 1948 1951 CARRIAGE LOGO COLLECTION FOR OLYMPIC GAMES EAU D’HERMES by Edmond Roudnitska LF
  5. 5. 1956 – PRINCESSE GRACE DE MONACO 1977 CHANGE OF NAME HAUT A COURROIES to KELLY
  6. 6. EVOLUTION 1960 – 2000s 1961  1970  1978  CALECHE PERFUME DECLINE OF THE MAISON 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  1996  BOURSE DE PARIS FIRST STORE IN BEIJING LF
  7. 7. 1982 - BIRKIN LF
  8. 8. MAIN DESIGNERS Lola Prusac Jacques Delahaye Catherine de Karolyi Nicole de Vesian Eric Bergere Claude Brouet Tan Giudicelli LF Marc Audibet Mariot Chane Veronique Nichanian Martin Margiela Jean-Paul Gaultier Christophe Lemaire Pierre Hardy
  9. 9. EXPANSION LF
  10. 10. 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 LF
  11. 11. KEY PRODUCTS BIRKIN KELLY CAPE CODE ARCEAU BRIDES DE GALA JUMPING CHAINE D’ANCRE EAU D’HERMES LF
  12. 12. 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 LF
  13. 13. BRAND IDENTITY PERSONALITY CULTURE LUXURY AND BEAUTY CHIC AND REFINED Rare leather, silk, gold AESTHETICISM EXCELLENCE CRAFTSMANSHIP CULT OF TRADITION DISCRETION NO CELEBRITY ENDORSEMENT “making things the way the grandfathers of our grandfathers did” Jean-Louis Dumas LF
  14. 14. BRAND IDENTITY REFLECTION MENTALIZATION GUARANTEE OF QUALITY TRADITION MODERN yet CLASSIC CASUAL HARMONIOUS ELITIC & GOOD MANNERS AVOIDS ECCENTRICITY ESTHETE GOOD TASTE HIGH STATUS IN LOVE w/ BEAUTIFUL THINGS LF
  15. 15. SUCCESS PATTERNS EXCLUSIVITY RARITY QUALITY No Sales (Exc. Soldes D’hermes) High-end Products e.g. Birkin Croc Porosus Lisse Limited Quantities Waiting Lists Training, Time, Materials “We don’t have a policy of image; we have a policy of product” CREATIVITY & INNOVATION COMMUNICATION FIGHT AGAINST FAKE Annual Themes, 2/3 Renewal Of Offer No Celebs Intricate Processing Techniques No Monogram DISTRIBUTION POSITIONING & PRICES LONG-TERM RELATIONSHIP WITH SUPPLIERS LF
  16. 16. ENERGY DISRUPTIONS OVER EXPOSURE OF BIRKIN BAG UNSATISFACTORY SERVICE IN STORE BAD SERVICE FOR ASIAN CUSTOMERS NO CONSISTENCY IN PRODUCT OFFER ONLINE LF
  17. 17. RECOMMENDATIONS FOLLOW-UP PROCESS ON WAITING LIST WEBSITE RESTRUCTURATION STORE DIGITALIZATION LF
  18. 18. FUTURE OF THE COMPANY CONTROL OF GROWTH EXPANSION OF EXISTING STORES MOVE TO ULTRA-LUXURY PRODUCTS (CROCODILE, PYTHON, DIAMONDS, ETC.)
  19. 19. LILY FROEHLICHER

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