BRAND PHILOSOPHY

The Hermès’ brand philosophy can possibly be summarised by a single sentence quote from former CEO Jean-Louis Dumas – “We don’t have a policy of image, we have a policy of product”.

The brand philosophy is deeply entrenched in the platforms of “quality” and “refinement”. It is for these very principles that the brand has always shunned mass production, manufacturing lines and outsourcing. According to Hermès, each and every product coming out under the brand’s name should reflect the hard work put into it by the artisan

The aura of exclusivity is important for the company because it does not intend to portray the brand and its products as mass-market luxury or even premium luxury. The philosophy and aim has always been to remain “ultra-premium luxury”, which can only be afforded by the very few and is not easily available.

In line with these brand philosophies, the company does not have a marketing department. The two core drivers of the company’s business engine are intuition and creativity. It is claimed that everyone in Hermès is responsible for marketing. .