Hemes marketing analysis

1. By Riddhi Jain
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2. The French Luxury goods manufacturer is the world’s
most valuable luxury brand
Hermes ranks 28th among the Best Global brands 2020
with a brand valuation of 18 billion dollars.
The brand operates 311 stores globally across the U.S.,
Russia and Asia
Nadège Vanhee-Cybulski is the current creative director
About
Thierry Hermès founded the
company in 1837 as a harness
workshop in Paris
Originally, the brand's intent was
to serve the needs of European
noblemen by providing saddles,
bridles and other leather riding
gear.

3. Products
Hermes focuses on a diverse product
marketing mix strategy
Hermes has 19 types of products in
its product portfolio and those
include Handbags, Scarves, Ties,
Men’s wear, Women’s fashion,
Perfume, Watches, Stationery,
Footwear, Gloves, Enamel,
Decorative arts, Tableware, Jewelry,
Saddle, Belts, Scarves, Hats, and
Furniture.
Kelly Handbags and Birkin Handbags
are the two most famous leather
bags by Hermes
Pricing
The product price of Hermes follows
the brand value and high quality
Hermes applies the limited edition
product strategy to establish a sense
of exclusivity
They use geographical pricing
strategy
Stationery and notebooks are priced
from US$30 onwards
Small leather goods and accessories
start from US$300
The price of leather handbags ranges
from US$7,550 to US$3,80,000

4. Price chart
Ready-To-Wear $270 - $11,000
Scarves and Shawls $105 - $7000
Shoes $600 - $5000
$295 - $21,000
Belts
Gloves $300 - $1,000
Hats $350 - $1,000
Jewelry and Watches
Bedding $500 - $18,000
Decorative objects $400 - $21,000
Tableware $100 - $4000
$30 - $1,500
Office and writing
Bath and Beach $60 - $1.600
Games $800 - $40,000
Saddlery
$1300 - $130,000
Furniture and Lighting
$400 - $8,200
$400 - $300,000
Fragarances and Makeup $50 - $800
Handbags $4000 - $380,000 $1,500 - $30,000
Luggage

5. Place and
Promotion
Omnichannel approach
Operates 311 stores worldwide
01
Waiting list strategy
Minimum wait list of 1 year to establish
exclusivity
03
Controlled distribution
Only sells through its offical website and
traditional stores
02
No mass Marketing
advertises rarely, uses celebrities to
promote sense of luxury
04
Pop up stores
To promote new products and test
potential markets
05
Digital marketing
Podcasts, documentaries, newsletters
06

6. Marketing campaigns celebrate the Hermès lifestyle and do not aim to directly sell products from the various ateliers.
Advertising & Marketing Campaigns
Hermes’ House of Scarves – 2014
Hermes appealed to visuals in an attempt to encourage
people to purchase their items online. The brand not
only developed an impressive microsite with a selection
of its best-selling scarves but also designed and created
a luxury world representing the history and artistry of the
brand.
Hermès Start the movement- 2021
With creative flair, Hermès Fit puts the house’s accessories in
the limelight, in close contact with materials. Silk unfurls and
shows its colours, shoes take lightness to the next level, belts
test their agility and fashion jewellery raises the bar of
radiance. An invitation to be an everyday athlete with
elegance and agility.

7. Brand Positioning
One of the most luxurious brands in the world.
Heritage, authenticity and craftsmanship are the pillars of its
brand strategy
The brand’s tone of voice is refreshingly light-hearted:
sometimes playful, and sometimes more whimsical and
quirky.
Ultra-luxury, inaccessible, timeless

8. Hermés in India
Hermés Mumbai
Hermés Delhi
Hermés currently operates only two stores in the country. It opened its first flagship store in the financial capital of
the country, Mumbai in 2011 and its second store in the National Capital of the country, Delhi.
Mumbai is a strong market for Hermes in India as its store has been in the city since quite a long time, and a lot of
celebrities reside in the city and it also holds most of its influencer marketing events in Mumbai
Strong Markets in India

9. Target
Customers
Considering that the brand is ultra luxury, it targets
only people with high disposable income
The craftsmanship and societal status that comes
along with Hermés appeals to men and women aged
between 25-60
Lifestyle and Psychographics
The brand physique of fine materials and high
quality targets customers that are researchers and
knowledgable about Hermés products.Its
customershave a fashionable life
Age
Financial status

10. Online Marketing
Hermes is one of the best examples of a brand
embracing digital marketing.
It has its Podcasts and documentaries.
This proves that it pays off huge for a company to
embrace the power of digital media.
It also has a newsletter that keeps its customers
informed about the company and happening around
the fashion world.
The brand is also active on all social media platforms
like Instagram, Twitter, Facebook, Youtube, LinkedIn,
and Pinterest
Offline Marketing
Hermes uses Pop up stores for product promotion.
This marketing strategy is mainly implemented in new
locations or new markets so that the company can
evaluate market demand as well as considering the
existing competition in the market.
The brand is highly active with sponsorships across a wide
variety of fields and events.
The company uses these platforms to promote its brand
awareness and to reach out to its targeted audience more
effectively. Hermes had been sponsoring this event for
many years now.

11. Exclusiveness
Price
Product Range
Elegance
Competitive analysis

12. Customer Feedback
The brand has great reviews about its products and
well designed store, but the customer service and sales
staff behaviour is where it falls short.
Customers claim for the staff to be rude and
inattentive