Hermes- the forever-living luxury brand
After more than 30 years since the first market launch, Hermes Birkin is still the number one brand in the world. Hermes does not promote on traditional channels, but mainly relies on its fame and exclusiveness.
At the end of this year, Hermes will open another store at the Miami Design District. Each Hermes store operates as an independent fashion store lead by an independent manager. Hermes products are sold quickly everywhere in the world. For exampke, the Birkin Sellier 40- the newest version of this luxury brand has a retail price of 14.900 USD.
Robert Chavez, CEO of Hermes in the US said that Birkin handbags are very successful products which always sell. Their customers appreciate and understand the high quality, the sophistication and the forever-lasting style of this fashion series.
In 2014, revenue of Hermes made from skin is 1,8 billion Euro, increasing 13% compared to the year before. While almost other luxury brands struggle in Russia and China market, Hermes does not show any sign of slowing down.
Hermes does not promote on traditional channels, but mainly relies on its fame and exclusiveness. It is the exclusiveness and rarity of Hermes products that ensure the success of such luxury brand. The CEO of Hermes once said that for every product that puts the magical letter "H" on it, it sells immediately. However, if focusing on the short-term sales, Hermes will easily become a mass product, which is the most terrible that could happen for a luxury brand.
Maintain the leading position
Besides maintaining the leading position on quality, Hermes also focuses on launching rare and limited products. Via deep understanding of the consumers in each geographic region, each introduction of new products are all the results of careful consideration.
Below is the video of the craftmanship of a Hermes. It is enough for a powerful marketing message.