Hermes - Brand Story

Source : https://www.thechicselection.com/history-hermes-know-your-designer

1929

In the year 1929 Hermes the women’s first couture apparel collection which included outfits and were previewed in Paris.

 

1937

In the year 1937 the brand introduced its first ever scarf which till date is made up of pure silk and hand stitched for which there is always a pre booking of the scarves for every batch.

Source : https://www.tradesy.com/blog/hermes-scarves-a-history/

1950

In the year 1950, the brand established its perfume division, the Eau D’Hermes. In the same year the brand had introduced its masterpiece Caleche which instantly transformed Hermes fragrances into one of the main players on the stage of modern perfumery.

Source : https://www.fragrantica.com/perfume/Herm-s/Eau-D-Hermes-4660.html | https://perfumestore.ph/product/hermes-caleche-edt-for-women/

 

1981

In the year 1981, the iconic Birkin Bag was introduced by the brand which was named after the actress Jane Birkin.

Source : https://www.racked.com/2016/1/12/10756136/hermes-birkin-value

2012

In the year 2012, Sixth generation Hermes family member, Axel Dumas, is named as the CEO of the company and remains in position today.

Source : hermes.com

 

 

Story Behind the Historic Birkin Bag 

Source : https://fashionunited.fr/actualite/mode/jane-birkin-ne-veut-plus-que-le-mythique-sac-d-herme-s-en-crocodile-porte-son-nom/201507299733

Sitting next to Hermes CEO Jean-Louis Dumas has happened to be actress and singer Jane Birkin in 1981. Less than two days before her departure, the actress Birkin's husband Jacques Doillon had deliberately driven over her suitcase with his car. Little did he know that this would result in all her things coming out of her purse.  Later the actress told Jean that he wanted her to have a purse which had pockets so that her things would not fall out and the bag would hold strong. She also stated that she would want a back that would be little than the original Kelly bag. Inspired by her thoughts the CEO requested her to provide few sketches of her ideas. Unfortunately due to the lack of sketching supplies available on the flight. The actress drew a rough sketch of her dream bag on the sick bag which is available on the flight. After being impressed by the sketch the CEO Jean- Louis Dumas decided that he would make the Birkin bag and the rest is all history as we know. 

Hermes Sustaining Strategy

Hermès has a remarkable strategy in place to ensure it retains its market-leading position. Hermès is very strict about the conventional manufacturing process and opposes any sort of mass production. Commodity produced by the Organization is crafted by craftsmen, who are trained for two to three years.

According to the Brand, each product is made by a single individual from beginning to end to maintain the consistency and individuality of the product.

Jean Louis Dumas, Hermès' chairman from 1978 to 2006, told Vanity Fair, "We don't have an image policy; we have a product policy." Hermès has always said that it loves imagination more than anything and that it retains a profound link with its French brand to this day. Almost all of Hermès' products are crafted in France, and 60% of the company's factories are based in different parts of the country.

Another tactic used by the Organization is to offer a feeling of exclusivity. To do so, Hermès uses the technique of "Special Edition," which publishes just a couple of items at a time. The Birkin case, which Hermès produced for Jane Birkin in 1982, remains the Company's most famous product. One of the rationales behind that is the strategy of the brand to make the customer wait a few months or a year after placing an order. Each Birkin bag costs between USD 7,000 and USD 300,000. Each Birkin bag is made from crocodile skin and a single craftsman has excellent handiwork.

The brand collaborates continuously with other ultra-luxury brands to maintain its reputation on the market. Hermès has worked with luxury designers such as John Lobb, Saint Louis and tech mogul Apple. Each collaboration brought media attention to the company, and its brand value and sales skyrocketed.

Fun Facts

• Every 20 seconds 1 Hermes silk scarf is been sold
• The recent study shows that the iconic Birkin bag has been a better investment than stocks or gold over the previous 35 years.
• The waiting list of a Birkin bag is around 6 years
• It takes about 2 days to make one Birkin Bag
• Each Hermes artisans have their own personal tool set
• Kim Kardashain always tops the waitlist for the new Birkin bag
• Victoria Beckham is rumored to have around 100 Birkin Bags
• Like they say it in English “ I cannot afford to buy cheap “ now you know it is for whom.