A team project dedicated to the brand Hermès. Challenge: How to integrate digital strategies on their iconic store in Rive Gauche?

1. Final Presentation for Visual Merchandising
Juliana GRUBER!
Alba ROMERO VILLA!
For Soline D’ABOVILLE!
17th June 2014!
IMLB Intake 2

2. Brand overview
• Legendary French luxury goods house created in 1837, known for its
famous silk scarves.!
• The Iconic Kelly bag made its great appearance in 1956 after Grace Kelly
used a large crocodile handbag to hide her pregnancy;!
• In the 70s, Hermès launched the first women's shoe collection and the first
complete men's ready-to-wear collection;!
• In 1984 the actress Jane Birkin replace her ols straw purse with a leather
Hermès, and the model become the named Birkin continues until today the
longest waiting list of any luxury accessory—about six years;!
• The brand also has a complete home line, bed and bath linens, furniture,
silverware, crystal and porcelain, office accessories, and baby gifts.

4. OFFLINE: Rive Gauche flagship Store
FRANCE FLAGSHIP STORE (2011)!
17, rue de Sèvres 75006 Paris
• 1470 m2 of surface: shopping space, tea salon, flower area, prescription space.!
• A city historical monument that was once home to the Lutetia swimming pool, example of the Art Deco years.!
• In line with today’s core values of the brand: patrimony, modernity, know how and creation. By doing that the
maison focus on respecting, maintain the spirit and reverence what came before; but bringing something
modern and new. !
• “The idea was to develop a harmonious dialogue between the origins and the present. The aim was to restore
a place that was naturally timeworn but also massively transformed in the mid- 1970s, to make it suitable for
public use. We wanted to bring out the qualities of the existing architecture and recapture the spirit of the 1935
swimming pool, while offering a very modern expression of the Hermès spirit at this Left Bank location.”

5. Hermès Rive Gauche: THE INSIDE
Source:http://www.renadumas.com/

6. ONLINE: e-commerce site

7. ONLINE: e-commerce site

8. ONLINE: newsletters & online campaigns

9. ONLINE: newsletters & online campaigns

10. WEBSITE
CONCEPT !
(coherence between offline and
online strategy)!
ASSORTMENT!
BUYING EXPERIENCE!
PRICE!
LOGISTICS!
SECURITY!
COMMUNICATION!
Problematic: milestones of digital strategy
Targeting a younger audience!
Engaging new consumers - entry products
Difficult to navigate
Contrary to most used practices
Clustered
Not user friendly
few images
out of stock
size availability!
Childish design
No headlines
No news hierarchy
hardly text content
narrowed products selection
no creating
buzz, neither
community
poor zoom
no videos

11. COMPETITORS: best integration practices
EUROPE FLAGSHIP STORES
Recreating online experience in store
http://youtu.be/pBnz8NBpEDc
Dior interactive videos
Louis Vuitton stairs Chanel iPad catalogues, stock info

12. Digital integration in store: proposals (I)
!
• AIM: !
Promote twice a month in the store a
virtual Horse Racing to the prestigious
customers, where they can watch the
horses parades and make their races. !
• HOW? !
Online and offline discussions.!
It will be shown at Hermes cafe the most
important racing that are happening all over
the word, on real time. At this moment, the
! core customers are invited to watch the
parades, makes their analysis and finally
discuss the race. !
• WHY? !
Create experience and straight relationship
with the customer.
(I) Horse Racing Club

13. Digital integration in store: proposals (I)
!
• THE MELBOURNE CUP (Australie)!
• THE KENTUCKY DERBY (USA)!
• THE ROYAL ASCOT (England)!
• THE GRAND NATIONAL (England)!
• THE PREAKNESS (USA)!
• BREEDERS CUP (USA)!
• BELMONT STAKES (USA)!
• PRIX DE L’ARC DE TRIOMPHE (France)!
• DUBAI WORLD CUP (Arab Emirates)
(I) Horse Racing Club

14. Digital integration in store: proposals (II)
store!
• AIM:!
To solve one of the main problems for the store
in rue de Sèvres, as architecturally and
decorative is difficult to direct traffic so visitors
do not miss key products and categories. !
• FUNCTIONALITY: !
Stock: Let customers check stock availability in
store, being able to order directly their sizes to
try on; online and nearest shops. !
Information: detailed product features and care
recommendations, videos and images,
informations, online and nearest shops.!
• COMMUNICATION TOOL:!
iPads in the tea salon & library: brand content
and know-how.
(II) iPads in store

15. Digital integration in store: proposals (III)
d!
• AIM: !
Display aside the main products the manufacturing process, to enhance the
savoir-faire of the house!
• WHY? !
Educate and make the customer familiar with the process in order to growth the
perceived value of the product and brand.
(III) Les mains d’Hermès
https://www.youtube.com/watch?v=u8U83wPA_ZI

16. Digital integration in store: proposals (IV)
d!
• Projection of different scarfs designs in a blank illuminated carré from
Hermès.!
• The visitor can interact, so consumers can get to see all the available range for
the season. !
• Located in the entry corridor nearby the scarfs, and maybe in the bookshop
with the particularity that visitor will be able to discover the designs archives.
(IV) Carré projections

17. Digital integration in store: proposals (V)
!
• Lighting effects in store
done by artist for special
occasions, such celebrating
events and honoring key
dates for the French maison.
(VV) Lighting art for celebrations

18. Q&A