Hermes
Yesterday we wrote about the new plan among luxury jewelry brands to leverage heritage to build a stronger marketing plan to the future.
In a similar vein, Hermes has announced an initiative that investigates not just its own past, but the past of the artisanal skills that underpin the power of the brand.
The initative, the Fondation d’entreprise Hermès, is a foundation aimed at the preservation of artisanal skills and of ancient artifacts
Working to promote and preserve craft skills, the foundation will be headquartered in Paris and have an initial five-year mission in which it will play a key role in supporting the performing arts, visual arts and design sectors — (Via Vogue)
Hermes
Hermès has constantly operated in a different strategic way from other luxury brands. The brand is extremely proud of the intuitive relationship that it has with its consumers. As a result of this positioning, it has proudly claimed in the past that it conducts no consumer research, and even denies being a luxury brand - to Hermès customers, it is simply the obvious choice.
Hermès has been operating a slow-but-steady growth strategy in contrast to the more market-pressured LVMH brands. It has also focused on even growth across the globe, in contrast to LVMH and Gucci Group brands which, until recently, have been more US-oriented. Based on its consumer base of high net worth consumers, it is also considered a brand which is better positioned to withstand economic downturns.
Their strategy and positioning seems to be paying off with a 7% spike in sales.
Hermes enlarged its original store on Rue du Faubourg Saint-Honore in Paris last year and plans to open or refurbish at least 40 outlets in 2008. It’s banking on demand from the wealthiest shoppers for goods such as Kelly bags, which cost at least 4,000 euros, as economies slow in the U.S. and Europe and sliding stock markets erode consumer confidence. — (Via Bloomberg)
However, a global presence does not mean globally equivalent prices, as BusinessWeek recently reported.
If the euro is strong and the dollar weak, why does a Hermès tie cost more in Paris than in New York? — (Via BusinessWeek)
Hermes
Things are afoot at Hermès.
Until recently, the brand has been standing rather majestically apart from the rest of the aspiration-oriented luxury pack. But recently, the brand has gathered increased amounts of visibility.
Towards the end of last year, they unveiled a collaboration with Eurocopter (Via Eurocopter)
A month ago, a new print campaign introduced a distinct new attitude. (Via Dark Planneur)
Now they have unveiled their first ever collabaration with a designer, Yohji Yamamoto.
This is a Hermès moment. When Yohji Yamamoto sent out a sleek new bag as the first collaboration that Hermès has ever done with a designer, it crowned the moment for the Paris fashion house famed for its whisper-quiet luxury. — (Via IHT)
