What Is Hermès’s Master Marketing Strategy? 

What Is Hermès’s Master Marketing Strategy? 

Hermès, founded in 1837 by Thierry Hermès, had a humble beginning as a harness workshop in Paris. Initially, the brand has focused on providing Paris noblemen with equestrian necessities, along with supreme quality leather goods of all kinds. However, over time, the demand for Hermès products increased, contributing to the establishment of an expansive line of products that are aimed at horseback riders. 

But, how did Hermès go from a humble beginning to a globally recognized luxury brand that is not only exclusive, but also hard to reach…even if you have the funds for it. 

Today, we’ll unpack Hermès’ admirable success that quickly extended the borders of France.

What Is the History of Hermès?

As discussed, Hermès initially focused on providing high-quality products for men. In fact, the brand hasn’t dabbled in womenswear much, if at all, until the 1920s. The earlier times of the 1900’s saw the introduction of the zipper, the Kelly bag, and the silk scarf, all of which became signature items of Hermès.

Later, Hermès expanded into the global market, scaling up its product range to include perfumes, accessories, jewelry, watches, and more. 

Still standing today as a family-owned business, Hermès continues to focus on French leather craftsmanship and quality, making the brand almost unattainable for the regular folks due to its high price tags. 

Who Is the Target Audience for Hermès? 

Hermès doesn’t operate like other luxury goods brands. It targets a specific audience that is characterized by some certain key traits. Mainly, Hermès targets affluent individuals between the ages of 30 to 65 in a high tax bracket, such as celebrities, royalty, and others. 

However, this doesn’t necessarily mean that fashion devotees aren’t interested in Hermès’ offerings. 

In fact, Hermès’ famous Birkin bag has been a resounding wish-list item. Therefore, those who have a strong appreciation for heritage, craftsmanship, timeless design, and exclusivity are considered the target group for Hermès. 

What Are Hermès’ Fundamental Marketing Strategies? 

As mentioned, Hermès is a brand renowned for its commitment to its roots, high-quality craftsmanship, exclusivity, and refinement. The brand reflects its foundational values through its meticulously crafted marketing strategy, specifically tailored to touch all desired touchpoints. Now, let’s explore the key aspects of Hermès’ marketing approach:

Highly Selective Distribution

Hermès deliberately operates through its flagship stores present across 45 countries, particularly in major fashion capitals. Moreover, it operates through select high-end department stores, such as Farfetch, Nordstrom, Bergdorf, and more.

Collaborations and Partnerships

Hermès often engages in strategic partnerships, crafting  subtle yet impactful means to boost visibility. For instance, Hermès partnered with Apple, pushing to the market a new apple watch with 3 leather straps, which provided a classic touch to Apple’s sporty casual style. Additionally, Hermès even has a page dedicated to its ‘’Partner Riders,’’ who are often renowned equestrians, such as multiple medal winner Rodrigo Pessoa, 2016 World Champion Simon Delestre, and others. 

Timeless and Iconic Designs

As predictable, Hermès has timeless products that are designed for long-term use, along with some iconic artifacts that are highly sought-after. Some of Hermès’ iconic items are the Birkin and Kelly bags, renowned for their versatility and craftsmanship. 

Personalized Shopping Experience

Once you step foot in a Hermès store for shopping, it’s more than likely that you’ll find yourself a trained staff whose job will be to assist you throughout your experience and keep you updated about the brand’s offerings. This personalized connection allows the brand to be known for its excellence in customer service, reaffirming its ultra-luxurious positioning at the top of the luxury chain.

The more you shop at Hermès, the more you’ll be recognized as a loyal customer with VIP status, which only means more offerings and increasingly better treatment.

Innovative Campaigns

Subtle yet innovative campaigns aid Hermès in its pursuit of a digitally adapted and exclusive image. For instance, the brand utilizes social media platforms like YouTube to share its newly released innovative campaigns.

Most recently, Hermès introduced its community to Hermès Silky Way, the Hermès Cut, and Faubourg Calling, which feature snippets from behind-the-scenes, dance performances, its creative and design process, and key elements of the brand.

Have a look into Hermès’ Faubourg Calling campaign below:

What Strategies Set Hermès Apart?

Deep Rooted Heritage

To this day, the majority of Hermès’ products are crafted in its workshops located in France. Each made by hand to reflect the faultless French craftsmanship and history, Hermès products symbolize the deep rooted heritage of the brand. This not only resonates with the French nationals, but also reitaretes its identity on a global scale.

French Craftsmanship

As mentioned many times, Hermès is renowned for its French craftsmanship. All its products are made with hours and hours of handwork by the most skilled artisans in the nation. Additionally, to maintain its luxurious and haute-couture position, Hermès centers its focus on sourcing the finest materials for its collections, such as premium leather, farm-grown silk, and more. 

Exclusivity

While this is a controversial topic, to purchase the bag you want from Hermès, you must first establish a buyer persona. You can not visit a Hermès store and simply ask for a Birkin. This strategy isn’t common in the fashion industry. However, it creates scarcity, which leads to a sense of exclusivity, contributing to Hermès’ unattainable prestige. 

In conclusion, Hermès employs an outstanding blend of marketing strategy that is specifically tailored to maintain its success. While the brand is committed to its deep rooted heritage and craftsmanship, it still embraces digital age practices, crafting a traditional yet future-forward strategy that perfectly aligns with its image. 

If you’re seeking to scale up your luxury brand in terms of visibility, revenue, and reach, get in contact with BluCactus now. Let us collaborate with you to find your ideal marketing mix that will help you succeed. Because your success is our success.

And, remember to subscribe to our weekly newsletter to get daily updates on all digital marketing news and tricks.