Hermès is a French luxury goods manufacturer founded in 1837 that is renowned for its leather goods, scarves, clothing, and other products. It maintains an exclusive brand image through limited quantities, high prices, an emphasis on craftsmanship, and an omnichannel approach including boutiques worldwide. While praised for its product quality and store design, some customers have criticized the customer service and sales staff behavior at Hermès locations.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
Gucci- Social Media Marketing Strategies using Internet & social networking s...Kriti Sangar
This ppt describes the usage of social networking sites being used by Gucci worldwide to market it self. Gucci is present on almost all the social networking sites like Twitter, Facebook, LinkedIn, eBlogger & what not! This ppt has been made with a lot of detailed & extensive research & I hope this helps other researchers as well & provides valuable Information to all. Cheers!
So proud of my first market report for the university especially because of the visual layout and the photographs. Photography, art direction and styling by me. Created with #indesign
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This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
Gucci- Social Media Marketing Strategies using Internet & social networking s...Kriti Sangar
This ppt describes the usage of social networking sites being used by Gucci worldwide to market it self. Gucci is present on almost all the social networking sites like Twitter, Facebook, LinkedIn, eBlogger & what not! This ppt has been made with a lot of detailed & extensive research & I hope this helps other researchers as well & provides valuable Information to all. Cheers!
So proud of my first market report for the university especially because of the visual layout and the photographs. Photography, art direction and styling by me. Created with #indesign
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
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Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
I chose to use luxury brand Burberry as the focus of this assignment, I was required to examine the brands marketing communications focusing on USP, competitors, methods of marketing, diffusion ranges etc.
I then had to identify a gap in the market to warrant a new diffusion range providing an outline of the target audience and product range and developing a PR campaign and materials for a named PR activity or event.
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https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
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Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Forgotten Secret Weapon of Digital Marketing: Email
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Key Takeaways:
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It can be used at any stage of the customer journey
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Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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2. The French Luxury goods manufacturer is the world’s
most valuable luxury brand
Hermes ranks 28th among the Best Global brands 2020
with a brand valuation of 18 billion dollars.
The brand operates 311 stores globally across the U.S.,
Russia and Asia
Nadège Vanhee-Cybulski is the current creative director
About
Thierry Hermès founded the
company in 1837 as a harness
workshop in Paris
Originally, the brand's intent was
to serve the needs of European
noblemen by providing saddles,
bridles and other leather riding
gear.
3. Products
Hermes focuses on a diverse product
marketing mix strategy
Hermes has 19 types of products in
its product portfolio and those
include Handbags, Scarves, Ties,
Men’s wear, Women’s fashion,
Perfume, Watches, Stationery,
Footwear, Gloves, Enamel,
Decorative arts, Tableware, Jewelry,
Saddle, Belts, Scarves, Hats, and
Furniture.
Kelly Handbags and Birkin Handbags
are the two most famous leather
bags by Hermes
Pricing
The product price of Hermes follows
the brand value and high quality
Hermes applies the limited edition
product strategy to establish a sense
of exclusivity
They use geographical pricing
strategy
Stationery and notebooks are priced
from US$30 onwards
Small leather goods and accessories
start from US$300
The price of leather handbags ranges
from US$7,550 to US$3,80,000
5. Place and
Promotion
Omnichannel approach
Operates 311 stores worldwide
01
Waiting list strategy
Minimum wait list of 1 year to establish
exclusivity
03
Controlled distribution
Only sells through its offical website and
traditional stores
02
No mass Marketing
advertises rarely, uses celebrities to
promote sense of luxury
04
Pop up stores
To promote new products and test
potential markets
05
Digital marketing
Podcasts, documentaries, newsletters
06
6. Marketing campaigns celebrate the Hermès lifestyle and do not aim to directly sell products from the various ateliers.
Advertising & Marketing Campaigns
Hermes’ House of Scarves – 2014
Hermes appealed to visuals in an attempt to encourage
people to purchase their items online. The brand not
only developed an impressive microsite with a selection
of its best-selling scarves but also designed and created
a luxury world representing the history and artistry of the
brand.
Hermès Start the movement- 2021
With creative flair, Hermès Fit puts the house’s accessories in
the limelight, in close contact with materials. Silk unfurls and
shows its colours, shoes take lightness to the next level, belts
test their agility and fashion jewellery raises the bar of
radiance. An invitation to be an everyday athlete with
elegance and agility.
7. Brand Positioning
One of the most luxurious brands in the world.
Heritage, authenticity and craftsmanship are the pillars of its
brand strategy
The brand’s tone of voice is refreshingly light-hearted:
sometimes playful, and sometimes more whimsical and
quirky.
Ultra-luxury, inaccessible, timeless
8. Hermés in India
Hermés Mumbai
Hermés Delhi
Hermés currently operates only two stores in the country. It opened its first flagship store in the financial capital of
the country, Mumbai in 2011 and its second store in the National Capital of the country, Delhi.
Mumbai is a strong market for Hermes in India as its store has been in the city since quite a long time, and a lot of
celebrities reside in the city and it also holds most of its influencer marketing events in Mumbai
Strong Markets in India
9. Target
Customers
Considering that the brand is ultra luxury, it targets
only people with high disposable income
The craftsmanship and societal status that comes
along with Hermés appeals to men and women aged
between 25-60
Lifestyle and Psychographics
The brand physique of fine materials and high
quality targets customers that are researchers and
knowledgable about Hermés products.Its
customershave a fashionable life
Age
Financial status
10. Online Marketing
Hermes is one of the best examples of a brand
embracing digital marketing.
It has its Podcasts and documentaries.
This proves that it pays off huge for a company to
embrace the power of digital media.
It also has a newsletter that keeps its customers
informed about the company and happening around
the fashion world.
The brand is also active on all social media platforms
like Instagram, Twitter, Facebook, Youtube, LinkedIn,
and Pinterest
Offline Marketing
Hermes uses Pop up stores for product promotion.
This marketing strategy is mainly implemented in new
locations or new markets so that the company can
evaluate market demand as well as considering the
existing competition in the market.
The brand is highly active with sponsorships across a wide
variety of fields and events.
The company uses these platforms to promote its brand
awareness and to reach out to its targeted audience more
effectively. Hermes had been sponsoring this event for
many years now.
12. Customer Feedback
The brand has great reviews about its products and
well designed store, but the customer service and sales
staff behaviour is where it falls short.
Customers claim for the staff to be rude and
inattentive