Hermes Herm E S Plays The Role Of Digital Marketing, 177 Years Old Brand Myth

In this year's list of Forbes's most innovative companies in the world, Hermes (Herm s) occupies thirteenth seats. The list is based on the difference between the company's market capitalization and its basic financial position and assets, that is, the premium of innovation.

Hermes reported a record $5 billion in sales and $1 billion 690 million in profits last year, the fastest growth in its industry in the past six years. In fact, apart from Hermes, only 41 of Li&Fung and Luxottica Group ranked 51.

Unlike many of its peers, Hermes has created a sense of mystery that can be maintained in today's digital world. In order to achieve this effect, Hermes can not only be limited to its famous handbags which are not available, but one way is to extend it to the creativity of the network.

although burberry (Burberry) more is regarded as a digital pioneer. Chanel (Chanel) is famous for its elegant YouTube channel, not to mention a personalized fashion show. However, the creative content introduced by Hermes through various channels is also commendable. From the demo demo video to the guerrilla electronic store, it regularly releases various contents in a low profile, and deducts the exquisite craftsmanship of the brand in an all-round way, making it unique among its peers.

In the 9 edition of the 2014 Forbes magazine, there is a supporting article on the global innovation enterprise list, which highlights the fact that Hermes has no marketing department. "Why should we have it? Just like McKinsey has no consulting department, and Microsoft (Microsoft) does not have a software department, marketing is Hermes's core business." The author Susan Adams (Susan Adams) wrote so.

The article quoted the CEO Axel (Axel Dumas) as saying: "our business is about creating longing. Such a business will be unpredictable because of the desire to be unpredictable, and we try to use creativity to control it. "

Therefore, the latest attempt to put it in the field of online creativity is seen in a virtual guerrilla store specializing in the sale of the brand's silk scarves, shawls, twill scarves, scarves and long scarves. The Lamaisondescarr s.com, designed by Pierre Mary (Pierre Marie) according to the classic Hermes style, looks like a big house with complicated interior design and various characters and creatures: a floating gardener in a hot air balloon, a sunflower in the breeze, a skateboard on the giant box, and a gentleman lying on a hammock.

The team behind them is called "witty, warm, immersive and unexpected" experience. This family Online store Founded by Hermes and AKQA advertising agency, it allows users to explore more than 600 kinds of Hermes silk products in different rooms. All products can be clicked on.

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There are two links that guide the two applications of the brand - allowing users to further explore creative content, but this time it will be more practical. The first application is called "Silk Knots", which is a guide for wearing a method, showing 24 ways of scarf through pictures and videos. The second application is called "Tie Break", which is for men. Besides collection guidelines, it also contains rich dynamic diagrams, games and comics.

The works of Hermes are full of interest, and the same is true of images. Play table tennis from the ceramic tray under the handbag, and play some leapfrog games with a couple of shoes. In a period of time, freeze animation is the first choice of this brand. At the same time, the first few Christmas season launched its highly recognizable Orange Box skating animation advertising. Each video is worth far more than its 2-5 million hits.

Earlier this year, there was an advertisement featured by Ballet de l Op RA National de Paris, the dancer Jeremi Beringal (J r Mie de). The 60 second advertisement, directed by Roman Laurent (Romain Laurent), is called "Man on the Move". In the movie, Beilin Garr automatically changes from one set of clothes to another through a "city playground".

It's like a fashion change. When he bumped into a pole, his jacket and retro collar shirt changed into white printed shirt and green trousers; when he hit the wall in the beating of the Pearl machine, the green suit matched with green trousers appeared. So in the past.

Each piece is filled with a strange, interesting and strange feeling. The above is another powerful example - Hermes's unexpected way of making his iconic Knight allusion alive. Although this means that the model wants to play a horse (its theme tag is #jesuisuncheval, which means "I am a horse"), somehow there is still a unique French style full of it.

The article also quotes Robert Weiss, a CEO Robert Chaves: "we have always said that we do not take ourselves seriously in Hermes."

It can be said that this creativity and relaxed atmosphere make the 177 year old brand still stand in today's digital world. It is based on a wonderful sense of humor and a sense of ambition. As a result, what we see is the best content that luxury brands can show at the moment.

As the magazine article said in the preface, "in a low key and diligent way, the Hermes family has gradually become one of the richest families in the world with assets amounting to 25 billion dollars. The reason why they can take this step today is not only by selling beautiful luxuries, but also by selling an aesthetical atmosphere that is superior to any company in the world.