Hermès Marketing Plan
Introduction
This report analyses the fashion luxury brand Hermès. Hermès has been classified as a luxury fashion brand creating a high demand, one of a kind fashionable leather items. It covers aspects of the brand from a marketing perspective, looking at the internal and external factors, consumer analysis, competitor analysis and marketing mix.
History
Hermès was founded in 1837 by German-born French-raised Thierry Hermès. The brand is a family run company passing on to the sixth generation. Hermès focused on providing for European noblemen, creating luxury harnesses and bridles for horse-drawn carriages. Hermès is famously known for the Bikin Bag, as its know as the “international symbol for wealth” Sowray (2015). What makes the bag exclusive is The Birkin is “where modern aesthetic meets the humble tools” Sowray (2015) the stitched bag
Marketing environment
SWOT Analysis
Strengths
Strong brand name
Strong heritage
Hand-made bags by craftsman
Weaknesses
Target Market is limited, as it is not entirely globally available
Opportunities
To expand its market by including massage brands
Use digital advantage to its full advantage
Expand Presence in emitting countries
Threats
…show more content…
The men the store are dressed in black suits with white shits and for the women are in full orange matching the brand, in pencil shirts above the knee with a buttoned blazer and the Hermes silk scarf. The aesthetic of the store is clean and fresh, with a marble stair case and the Hermes merchandise is easily viewed through glass cabinets or drawers, adding to the effect of luxury. The store is made up of two floors, the first floor is the menswear, the Hermès silk scarves and the checkout till, the second floor is the jewelry, perfume and Hermès home accessories, the home section is done up as an in-store display, allowing their customer to be more creative with the mission they have in
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