Hermès –An Iconic Luxury Brand that Rich & Royal Desire

Hermes International is a French luxury goods brand that manufactures leather goods, fashion accessories, home decor, jewellery, timepieces, and ready-to-wear. In the world of luxury, Hermès is regarded as an iconic brand. Hermès holds a strong position in the fiercely competitive and unforgiving world of luxury thanks to a blend of historic heritage, exquisite craftsmanship, attention to detail, and high standards of quality and competence across the entire manufacturing process.

Hermès was ranked number 28 among the Best Global Brands 2020 by international brand valuation company Interbrand. Louis Vuitton, which is rated 17th and has a brand valuation of USD 31.7 billion, is behind it with USD 18.0 billion.

Success Story:

The brand, also known as Hermes of Paris or Hermes, was founded in 1837 by Thierry Hermes. Hermès established the first harness workshop in Paris’ Grands Boulevards neighborhood, serving European royalty. He produced high-quality wrought harnesses and bridles for the carriage industry and won numerous honours, including the first place in its category at the Expositions Universelles in Paris in 1855 and again in 1867.

In 1880, Charles-Émile Hermès took over operation of the business from his father and relocated it to 24 rue du Faubourg Saint-Honoré. Charles-Émile established saddlery and began retail sales with the aid of his sons Adolphe and Émile-Maurice. The business served the affluent of Europe, North Africa, Russia, Asia, and the Americas. The company introduced the Haut à Courroies bag in 1900, which was created especially for riders to transport their saddles.

The first leather golf jacket with a zipper was created by Hermès for Edward, Prince of Wales, in 1918. The zipper was given the Hermès closure in France as a result of its exclusive rights relationship. After Émile-wife Maurice complained that she couldn’t locate a handbag she liked, the first leather purses were made available in 1922. The handbag line was designed by Émile-Maurice.

Hermès launched two stores outside of Paris in 1924 and established a foothold there. The first women’s couture clothing line debuted in Paris in 1929. Some of Hermès’ most recognisable original products were first produced in the 1930s, including the leather “Sac à dépêches” in 1935 (later nicknamed the “Kelly purse” after Grace Kelly) and in 1937 the Hermès carrés (square scarves).

The company’s designers started using artwork, books, and other works of art as sources of inspiration from 1938. The first fragrance, “Eaud’Hermès,” was created in 1949, the same year the Hermès silk tie was introduced. In the early 1950s, the business also gained its Duc-carriage-with-horse emblem and distinctive orange paper boxes.

Grace Kelly, who had just been crowned the new Princess of Monaco, was pictured in 1956’s Life magazine holding the “Sac à dépêches” purse. She held it in front of herself, allegedly to hide her pregnancy. It thus gained enormous popularity when people started dubbing it the “Kelly” purse, a name that Hermès later adopted.

Jean Louis Dumas, the great-great-great-grandson of Thierry Hermès, took over the business in 1978 and expanded their main store in Paris by buying the building next to 24 Rue Faubourg Saint-Honore.

In 1981 the official debut of the famous Birkin bag was made, which was given the British actress Jane Birkin’s last name. Patrick Thomas succeeded Jean Louis Dumas as the new CEO of Hermès in 2003. Hermès acquired 28 Rue Faubourg Saint-Honore in 2007, expanding its flagship store in Paris once again. Axel Dumas, a member of the Hermès dynasty who is sixth generation, assumed the role of CEO in 2012 and has held it ever since.

Brand Strategy of Hermes

The company’s marketing strategy guarantees that its items will continue to be surrounded by a strong sense of exclusivity. Hermès approach is centred on ideals like, creativity, craftsmanship, quality, authenticity, and independence.

Creativity:

Designers are given a theme to create their products and designs every year. “In the pursuit of dreams” was the theme for 2019. Also, the company’s creative pillar heavily relies on collaborations with designers, particularly in the home furnishings sector. The goal is for both the designer and the company to gain from one another’s creative partnerships and reputations.

Craftsmanship:

Before a craftsman can begin working on creating any leather item in the Hermès portfolio, he or she must complete a 2-year training programme. The company’s aim has always been to retain exclusivity and scarcity, even when this slows down production time. The leather products section of Hermès only hires 200 artisans each year. This tradition has been followed by six generations of craftsmen at the company.

Authenticity:

Hermès does not view celebrity endorsements as a strategy for establishing brands which is a practice that is quite common in the LVMH brand stables. Hermes consciously avoids this type of marketing. A genuine endorsement of the brand may be found in the fact that only A-list celebrities and the extremely wealthy can afford and have access to their most expensive and exclusive products.

Work Culture:

Hermès has made “patience” a core value and component of their strategy to produce goods of the highest calibre.

A three-day in-house training course called “Inside the Orange Box” that covers the company’s history back to its founders and the development of each of its product categories is required of all newly hired staff and artisans, who are carefully chosen. The goal of this training is to instill a sense of belonging, involvement, and identification with the company’s culture, philosophy, and values in every Hermès employee. This will show the company’s commitment to the calibre of its brand and legacy.

Independence:

The ownership structure and familial ties of Hermès have long emphasised the company’s independence. This enables it to fulfil its long-term vision while keeping the majority of its output in France.

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Hermès –An Iconic Luxury Brand that Rich & Royal Desire