ADVERTISING & MARKETING CAMPAIGNS OF HERMÈS

One of the most successful Hermes campaigns is the “Leather Forever” campaign. The campaign celebrated the brand’s leather goods heritage and craftsmanship, highlighting the brand’s commitment to quality and timeless design. The campaign included a global exhibition that showcased the brand’s leather-making process and its famous Birkin and Kelly bags. The “Leather Forever” campaign was a tremendous success and received worldwide recognition, increasing the brand’s visibility and attracting new customers.

Another successful Hermes campaign is the “J’aime mon Carre” campaign.

The campaign focused on the brand’s iconic silk scarves and showcased the versatility of the product. The campaign featured a range of personalities, including fashion icons, artists, and designers, who styled the scarves in their unique way. The “J’aime mon Carre” campaign was highly successful, creating a buzz around the brand and attracting new customers.

Hermes has also executed successful collaborations with other brands, including Apple and Nike. The brand’s collaboration with Apple resulted in the creation of a limited-edition Hermes Apple Watch that was highly coveted by consumers. The collaboration with Nike resulted in a range of sneakers that combined the quality and craftsmanship of Hermes with the sporty design of Nike..

Relationship Marketing: Making the customer sell

Hermes makes customers want to sell its products through a combination of exceptional customer service and by creating limited-edition, exclusive products. Hermes provides a luxurious and personalized shopping experience at its retail stores, with a focus on creating a memorable experience for customers. This exceptional customer service, combined with the brand’s commitment to quality and exclusivity, creates a sense of loyalty and desire among customers that can lead them to promote and sell the brand to others. Hermes’ collaborations with other high-end brands and partnerships with social media influencers can also help to create buzz and demand for its products among a wider audience

Hermès’ Anti-Marketing Marketing

The French luxury giant has created a €36 Billion empire without a marketing department. Hermès family does not have a marketing department. Instead, it employs a communications team to manage press and media buying and a creative team to conceive seasonal campaigns. In many ways, Hermes' "anti-marketing marketing" approach checks many of the boxes of a traditional marketing strategy.

Hermès still wants to engage customers and find new ones through communication. And it's certainly a major investment. In 2017, the company spent €275 million ($323 million) on "communication expenditure."