Hermes is a French luxury goods company founded in 1837. It started as a harness and saddle maker and expanded into leather goods, perfumes, watches, and fashion. Some iconic Hermes products include the Birkin and Kelly bags. The brand emphasizes craftsmanship, quality, and tradition. It maintains an exclusive image through limited quantities, waiting lists, and avoiding celebrity endorsements. Going forward, Hermes plans to focus on ultra-luxury products and expanding its existing stores while controlling growth.

1. BRAND ANALYSIS
HERMES

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. EVOLUTION
1900 – 1920s
HERMES FRERES
LA FERMETURE HERMES
MAROQUINERIE
LEATHER GARNMENT
HORLOGERIE (collab. w/ Movado)
COUTURE
LF

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. 1956 – PRINCESSE GRACE DE MONACO
1977 CHANGE OF NAME
HAUT A COURROIES to KELLY

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. 1982 - BIRKIN
LF

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. EXPANSION
LF

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. KEY PRODUCTS
BIRKIN
KELLY
CAPE CODE
ARCEAU
BRIDES DE GALA
JUMPING
CHAINE D’ANCRE
EAU D’HERMES
LF

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. 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. 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. 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. ENERGY DISRUPTIONS
OVER EXPOSURE OF BIRKIN BAG
UNSATISFACTORY SERVICE IN STORE
BAD SERVICE FOR ASIAN CUSTOMERS
NO CONSISTENCY IN PRODUCT OFFER ONLINE
LF

17. RECOMMENDATIONS
FOLLOW-UP PROCESS ON WAITING LIST
WEBSITE RESTRUCTURATION
STORE DIGITALIZATION
LF

18. FUTURE OF THE COMPANY
CONTROL OF GROWTH
EXPANSION OF EXISTING STORES
MOVE TO ULTRA-LUXURY PRODUCTS
(CROCODILE, PYTHON, DIAMONDS, ETC.)

19. LILY FROEHLICHER