Herm S'S Hunger Marketing Is The Main Reason For Growth.

"Luxury" has been redefined, which has nothing to do with price.

She stressed that "expensive is not equal to luxury, but luxury must be rare."

The millennials still yearn for Birkin bags, "they get everything through technology, which is a way to change consumption patterns, and we are still trying to understand."

In the same way, people choose to brew beer with their own, manual characteristics attracting them, like Herm s brand.

Recently, the French classic luxury brand Herm s has held a grand celebration for its opening at the boutique of the CityCenterDC building, and invited 120 guests to hold a luxurious food feast in the magnificent environment of the Andrew W Mellon auditorium, one of the most famous classical buildings in Washington, D.C., the capital of Washington, D.C.

The dinner was greeted by 60 waitresses from New York. Each guest was served as a restaurant service for the royal family.

At the banquet, two soprano sang "Flower Duet of flower two" with wonderful singing. They started the banquet with the foie gras style, and finally ended the fashion feast with mixed Raspberry Mousse's white chocolate dessert. The dessert was so exquisite that it thought it was a porcelain sculpture.

The French classic luxury brand Herm s is the latest high-end brand in the CityCenterDC building, with its Burberr, Loro Piana, Canali, Hugo Boss, Salvatore Ferragamo, Boss and so on.

This summer, Louis Vuitton will open a new store here; Dior will join this fall.

And in the coming June, Carolina Herrera will open CH boutique.

Among today's luxury brands, Herm s is the purest brand.

The business of Herm s is based on the rhythm of the slow fashion that people are longing for.

In many ways, Herm s violates all the rules in the modern retail environment, which make shopping as easy as possible, for example, you can buy a $10000 handbag in your pajamas at home.

However, shoppers who want Herm s will have to go out and buy it.

According to the company's first quarter earnings report, its revenue rose 19% to $1 billion 200 million over the same period last year, mainly due to the promotion of Asia, Europe and the world's top luxury market, the US.

Over the years, Herm s has been striving to expand consumer groups in China, Russia and the southern United States.

At present, the company is preparing seven projects for the US market, including expanding the Washington market and special perfume stores in New York.

Herm s is one of the world's fastest growing luxury goods companies. According to DDT's 2014 report, the Q rating (a consumer's ratings of brand resonance and value measurement) ranks third among many luxury brands, ahead of Prada, Ralph Lauren, Burberry and other brands.

The company has always maintained its mystery.

Since 2011, it has started selling mysterious boxes of $250 a month to consumers, including a hand-made small ornament made of leather, leftovers and silk.

Amy Shea, a brand consultant who worked at Herm s, said, "they are making money from their waste materials."

In the rapid development of the digital age, Herm s has always been an opposite company.

It doesn't have Twitter accounts. Social media websites are about celebrity celebrities and entertainment celebrities, but Herm s is not.

Although it maintains a website similar to the charming sketch collection, it is a frustrating website, because there is no HD fashion picture to cover the entire screen.

Moreover, Birkin and Kelly handbags, which are most closely related to brands, have not been displayed. The clothing series has not appeared in the website template, and there is no technology to enable shoppers to appreciate the dynamic clothing feeling.

In this year's luxury conference, Chief Executive Officer

(he is also the sixth generation of Thierry Herm s s) joking that the company hopes their brand products will not be easy to find, even on the website.

In fact, the products of Herm s (excluding perfume) are not officially sold online except for the brand's own website.

Consumers can rent Chanel or Saint Laurent handbags, but they will never be Herm s.

At the clothing rental site Rent the Runway, shoppers can't get a substitute for the Birkin package.

"Herm s is a special place.

They are coveted because they are rare and rare.

They do not know what needs to be done in the luxury brand market, but they have a clear idea of who they are.

Shea says.

Instead of hiring celebrities as spokesmen for brands, and brands such as cocktail parties, they do not create a noticeable display on the red carpet, though the brands have been shown by Angelina Jolie, Keira Knightley and Carla Bruni-Sarkozy.

One of the most influential women in the world today is the Oprah Winfrey, the queen of talk show, who left the mark in these events after being denied the shopping privileges after being denied business hours in Paris shops.

Last summer, Herm s announced the appointment of new Nad Ge Vanhee-Cybulski as the new creative director.

Her appointment is a hot news in the fashion industry.

The brand president of the US, Robert Chavez, said her

It is "eternal", but this can not give fashion designers more room to try.

Nad Ge Vanhee-Cybulski has worked in the most introverted brands like the Row, Maison Margiela and C e line. Her first design series has been exhibited in March and will be available in stores in autumn.

fashion

Havas LuxHub consultant Isabelle Harvie-Watt has said that the brand is good at maintaining its own unique route in the digital field.

In a recent speech, Harvie-Watt criticized luxury companies for not being more active in the digital field.

For most brands, the early reaction of the company is only a defensive strategy.

"I think Herm s is one of the better brands of hybrid technology brands," she said.

Although the brand website is difficult to control low efficiency, it is just a thing that illustrates brand identity, she also pointed out, "although it is not a very easy to browse."

Herm s directly skips Twitter and chooses Instagram and Facebook to be associated with customers.

The brand website was launched in 2002. It has been the fastest growing boutique in the company. Chavez said, "we have shops in 14 continents, but we also ship them to all 50 continents.

In the early days, it was a classic, but now we sell bicycles, table tableware... "

Like most retailers in the CityCenterDC building, Herm s defines herself as a luxury brand.

But for a long time, luxury has been talked too much, and its significance has long been blurred.

The Longchamp store, located in the CityCenterDC building, also considers itself a luxury brand. The brand has recently celebrated its Le Pliage series 20th anniversary, its signature handbag.

However, consumers can buy nylon nylon handbags at most outlets stores for less than 200 dollars.