Hermes brand identity, target audience, marketing strategy, window display and visual merchandising.

1. Hermès
Visual Merchandising
By
Aaliya Gujral & Aveek Mitra
FSID Level 2
Section A

2. Hermès
• Hermès International S.A., Hermes of Paris, or simply Hermès is a French manufacturer established in 1837, today
specializing in leather, luxury goods, and ready-to-wear.
• Founder: Thierry Hermès
• Founded: 1837, Paris, France
• CEO: Axel Dumas
• Headquarters: Paris, France
• As of 2008, Hermès has 14 product divisions encompassing leather, scarves, ties, men's wear, women's fashion, perfume,
watches, stationery, footwear, gloves, enamel, decorative arts, tableware, and jewelry.
• Hermès sales are composed of about 30% leather goods, 15% clothes, 12% scarves, and 43% other wares.
• The company licenses no products and keeps tight control over the design and manufacture of its vast inventory.

3. Core Values of Hermes
• The core values of Hermès DNA include craftsmanship, history ,
perfection and quality.
• Hermès promises a commitment to quality and refinement of each of its
products, which is guaranteed by rejecting mass production, assembly
lines, and mechanization and by relying on hand-made products only.
• The vision of this brand is to bring satisfaction to customers by providing
them with the best quality materials and best craftsmanship with excellent
creativity.
• The brand showcases this by sponsoring events such as horse competitions,
and engages customers through storytelling, social media, experience stores
and advertisements.

4. What is Hermes – Brand Image, Identity and
Recall value
• The Hermès identity is characterized by fine materials and leather.
• This is because of the iconic silk scarf for which the brand is well known and
because it specializes in leather and is well known for the Kelly crocodile
leather handbag.
• Its personality can be characterized as traditional but original, and athletic but
elegant.
• This is so because Hermès maintains its traditional style while adapting to the
newest trends; and because apart from its very strictly elegant collections it also
launches chic-sportive collections.
• The original values of Hermès creators were those of luxury craftsmanship
and elegancy in sportswear.
• When consumers use Hermès products they perceive themselves as possessing
something exclusive and of highest quality, which is also essential part of
Hermès‟ reflection along with classy style.
• Customers using Hermès‟ products communicate confidence arising from using
this brand's products and loyalty toward the brand.

5. Target Audience and
Market strategy
• It targets only elite and affluent consumers and, consequently, applies a prestige pricing
strategy that limits access to the brand following specific association with product characteristic.
Hermès is not available on all marketing channels in order to maintain its exclusivity
• Hermès has a long heritage, which is communicated through various channels.
• Hermès also seeks to appeal to younger consumers mostly through social media and storytelling
videos posted on social media.
• Hermès honors its roots through its products, by promoting customizable saddles and other
products, which are inspired from the brand's history.
• Its marketing strategy is to be unique and highly exclusive, so that it maintains exclusivity.
• The original logo and the font have remained unchanged thereby reminding consumers of the
brand's history.
• The most recent marketing campaign aimed at emphasizing its heritage is the “Festival des
Métiers", which allows customers to meet with the craftspeople and provides them with insight
into its traditions and values in the crafting of products.

6. • Luxury retail strategy differs from other retail strategies
not merely in distinctive formulations of product, price,
distribution, and appeals to customer distinction.
• Instead, it increasingly stands or falls on the legitimacy of
a charismatic creative director.
• The director offers an aesthetic brand ideology.
• Luxury retail draws on the principles of art and magic to
assemble the charismatic persona of the creative director
and to diffuse his aesthetic ideology to the brand.
• Moreover, luxury retail strategy enlists magical and
aesthetic principles within and without the store to achieve
these ends.
• Finally, retail luxury is producer rather than consumer
oriented and seeks to generate awe rather than
community.

8. Window Display
• Hermes has tried continuously to evolve presentations through the sensibility and differentiated strategy focusing on the flagship store
window displays.
• The window displays have introduced a variety of themes by cooperating with multiple artists in various fields.
• Hermes sets up different types of themes in order to show the window displays, and these themes have been developed by the methods
of display presentation such as surrealistic, symbolic, mood, realistic, information etc.
• In addition, the display components such as the materials that can be easily accessible in everyday life, the object productions embody the
tangible and intangible image, the nostalgia, bright colors , surrealistic component etc., were most frequently utilized for an
effective display presentation of the themes that have been set according to each season.
• The most frequently used development techniques applied in Hermes windows 'the descriptive narrative', and 'scene of dramatic
contrast'.
• It is evident that a majority of the primary colors to make up Hermes window displays variations of red-orange and white color.

11. Window Display Brief
• The first contact a customer has with a shop is with its window display. Therefore, in order to push new
customers to enter the point of sell, it is crucial to have the most attractive one.
• The choice of the product which has been put into the light in this artwork is also important.
• Hermes scarves are the French house's trademark and one of their best seller. They choose to use their
main product to attract customers who may not be the most aware of Hermes' work.
• Similarly Hermes is synonymous with leather and the original Birkin bag.
• Usually very expensive china products hanging or staying an uncertain positions wakes up
passengers curiosity, and they will focus more on the shop window.
• The displays always showcase an excellent way of combining the horse with props and display
fixtures.
• A Strong Sense of Creativity , Contrast , Surrealism and a play of colors is a must along with an
evident message and narrative.

13. • Hermes support temporary installation arts in stores in order to emphasize its creativity and to keep the brand
DNA dynamic, such as the Bloody Installation in 2013 in which the windows represented homage to Hermès
craftsmen
• The equestrian universe, which is essential part of this brand's heritage because it represents its beginnings as a
horse saddlery manufacturer, is communicated through horse figures
• Depict silk scarves, which are Hermès most famous products produced since 1973;
• Horses, In order to remind readers the toots of the brand as a saddlery manufacturer; stylish and elegant leather
goods;
• Promote the Collection that combine Sporting Life Clothes with a Premium Luxury goods of Hermes.
• How people can also look elegant, stylish and part of Hermes even in clothes for everyday use.
• Hermes also achieves to reach young segment with this cotemporary comfortable collection.
• “Heirlooms for the next generation."

14. Key Characteristics
To inculcate in the Visual Merchandising-
• Personality, Concrete, Warm, Heritage, History, story
• Traditional But Slightly Original, Authentic, Unique,
• Athletic And Elegant , Status Symbol , Roots, Equestrian,
• Culture, Sportswear For The Elite, Luxury, Leather Objects,
• Craftsmanship, Exceptional Expertise For Exceptional People,
• Self Image, Social Representation, A Lifetime Purchase,
• Reflection, Classic, High-quality, Exclusiveness, Physique,
• Relationship, Confidence, Loyalty, Fine Material,

15. Thank You!