Hermes Joined Bazaar Wading In E-Commerce

From Hermes' endorsement to the "counterfeit door" incident in 2011, Hermes brand exposure increased sharply, but the sense of quality declined sharply. In this regard, Hermes has always adopted its own way, insisting on the silent response way and the marketing way without recruiting. However, this situation will become a thing of the past.

The net starts from shoes.

Hermes has always been cautious about digital marketing. In addition to official website, never set foot in the field of electronic commerce. But this time and ShopBazaar.com cooperate to launch 6 online sales shoes, it can be said to break the "Convention". The six shoes belong to the Hermes holiday series, which will not be listed until spring 2013. Online purchase Opportunities.

Hermes China Public Relations said that this cooperation started in the United States, but the characteristics of e-commerce globalization can quickly transfer information. Hermes fans can place orders in any corner of the globe. In addition to ShopBazaar.com, bazaar's electronic monthly The Bazaar Book will also launch these 6 shoes. With the influence of bazaar, the marketing of Hermes shoes will immediately spread to the whole world.

It is understood that the 6 shoes will be marked with a special "B" logo, which is sold in ShopBazaar.com, and its location and price difference is relatively large, at 600~1600 dollars.

In fact, it is no coincidence that shoes are chosen by Hermes in a special way. In the two months from May 14, 2012 to July 19th, Hermes set up a short shoe store in Paris, which is only a few steps away from the left bank store in Paris (8 rue vres S vres vres, 75006 Paris).

Prior to this, Hermes luxury group announced that its "upper and lower" brand will open the first Paris store in the address. While waiting for the outside world, Hermes took the lead by first using 80 of its square meters, designed by the master St e phane Parmentier to become a shoe store, selling its brand 2012. Shoes in spring and summer Series and display autumn and winter series. And Hermes officials also want to take this opportunity to show the brand's craftsmanship.

"Hermes has chosen this" B logo "specially for Bazar, which is very smart, giving the fans a noble sense of experience, and ensuring that the price is unique and does not affect the store business. Yang Qingshan, a luxury research expert, told reporters. "Luxury brands have to pay attention to the energy of the electricity supplier. For all business operators, they want to innovate marketing, and also want to shield them from risks. They usually do not try with core products, but also for Hermes."

Push the brand in another way.

It is worth noting that as a partner, the world-renowned fashion magazine bazaar has a history of more than 100 years. In September 12, 2012, its ShopBazzar.com was officially established. Its website is dedicated to "magazine content network sales". It sets up C2C platform for brand and independent designers, and adopts the principle of zero inventory. After the customer orders, the brand assumes the packaging and transportation and after sale. The whole website style is "the extension of magazine editors".

Recently, magazine brands such as Lucky, Instyle, GQ and Esquire have launched their own e-commerce service websites, and ShopBazaar has become different. The way of light assets operation and multi-channel promotion of products attract many brands and designers.

According to the survey, 98.2% of bazaar readers are willing to brand More money is spent; 75.6% of bazaar readers choose high-end department stores for consumption; more than 69% of bazaar readers spend more than 1 times a week; bazaar readers spend 64% of fashion and beauty products monthly on fashion. The cooperation between Hermes and bazaar seems to be electronic commerce. In fact, the meaning of drunk is in bazaar's free advertising booth.

"If the effect is good, it will deepen cooperation, and there will be innovation in content and form." Bazaar publisher and chief camp officer Carol Smith revealed.

"Hermes is a media channel to see bazaar. The asymmetry of brand value will affect the image of luxury goods." Yang Qingshan said, "in turn, why is China's luxury electric business unable to get the opportunity to cooperate with big brands?"