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Hermès – Strategy Insights Of Luxury Brand

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Hermès, a French fashion luxury goods manufacturer, has been ranked consistently as world’s most valuable luxury brand and one of the best global brands.  Hermès, which is also known as Hermès International or Hermès Paris, has maintained an iconic status in the luxury market with products ranging from leather goods, perfume and lifestyle accessories to watches.

In 2018, the Company’s net profit rose to 1.41 billion euros, a 16 % increase from 1.22 billion euros in 2017.  Fifty percent of the Company’s profits came from the brand’s leather goods and saddlery products. With competitors like LVMH and Richemont in the luxury business, Hermès still enjoys the top position in the market because of its exquisite craftsmanship and eye for detail through the entire manufacturing process. 

 

History

 

Founded in the year 1837 by Thierry Hermès, the Company’s initial purpose was to build saddles, bridles and other leather riding gear for European nobility.  After taking over the Company from his father, Charles-Émile moved the Company to 24 Rue Du Faubourg Saint-Honore in Paris in the 20th century. This remains the global headquarters of Hermès till date.

Through the generations, the Company slowly expanded from selling leather saddles to other products.  The Company started selling “Haut à Courroies” bags in 1900, which were used by riders to carry saddles in it.  The Company introduced its first leather handbag in 1922, a product which has played a significant role in increasing the popularity of Hermès in the global market. 

 

Strategy

Hermès has a unique strategy in place to ensure it retains its position on top in the market.  Hermès is very strict about the traditional way of manufacturing and rejects any form of mass production.  Every product produced by the Company is handmade by craftsmen who are trained for a period of two to three years.  According to the Company, every product is made from beginning to end by a single person to preserve the product quality and uniqueness.

Jean Louis Dumas, the chairman of Hermès from 1978 to 2006, told Vanity Fair, “We don’t have a policy of image; we have a policy of product.”  Hermès has always claimed, it values creativity more than anything and to this day, maintains a deep connection to its French identity.  Most of Hermès’ products are manufactured in France and 60 % of the Company’s workshops are located in different parts of the Country.

Another strategy the Company uses is giving a sense of exclusivity.  In order to do so, Hermès uses the “Limited Edition” strategy and releases only a handful of products at a time.  The Birkin bag, created by Hermès for Jane Birkin in 1982, remains the most popular product by the Company. One of the reasons behind this is the brand’s strategy to make the customer wait for a few months or a year after making an order.  The cost of each Birkin bag ranges from 7,000 USD to 300,000 USD. Every Birkin bag is made of crocodile skin and has exquisite handiwork by a single craftsman.

The brand continuously collaborates with other ultra luxury brands to maintain its reputation in the market.  Hermès has collaborated with luxury designers like John Lobb, Saint Louis as well as tech mogul Apple. Each collaboration brought the Company media attention and skyrocketed its brand value and sales.

 

Keeping it in the family

For the last 180 years, since the founding of Hermès, it has been run exclusively by the Hermès family.  Currently, the brand is managed by Axel Dumas (6th generation,) who is the sole manager of the Company. The Company maintains its independence and uniqueness by keeping the control within the family. 

 

Even though Hermès  is 180 years old, it still maintains an ultra luxury status because of its ability to evolve by maintaining a perfect balance between tradition and modernity.  With its clever strategy of exclusivity, controlled marketing and limited edition, Hermès is able to engage potential and wealthy clients, which ensures continuous profits and growth of the Company.

 

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Entrepreneur Stories

Wharton Graduate Eric Tse Becomes Billionaire At 24

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Eric Tse, a Wharton graduate, was gifted $ 3.8 billion by his parents in the form of 2.7 billion shares of his parents’ company, Sino Biopharmaceutical Limited.

It was also reported along with the gift, Eric Tse was also promoted to the position of executive director at Sino Biopharmaceutical, after working at the Company for 1 year.  As the executive director, Eric Tse will have a salary of $ 498,000 annually plus bonuses.

Now, Forbes lists Eric Tse as the 546th richest person in the world.  Moreover, Bloomberg also reported the shares transferred to Eric Tse are equivalent to 21.45 % of the Company’s share capital. 

Tse Ping, Eric’s father, founded the billion dollar company Sino Biopharmaceutical in 2000 and serves as the CEO of the Company.  Cheung Ling Cheng, Eric Tse’s mother, also serves as the Vice Chairperson of Sino Biopharmaceutical. Theresa, Eric’s older sister, who is currently the Company’s Chairperson, owns 11 % of the Company. 

According to a statement released by Sino Biopharmaceutical, the shares were transferred to Eric Tse in an effort to refine the management of the Company and the inheritance of the family wealth.  The statement also added the board of directors believe the transfer of shares will not have any material impact on the business operations of the Company.

Eric Tse, who majored in Finance at the Wharton School of the University of Pennsylvania, was also the co founder of the Penn Wharton China Summit.  The non profit organisation grew to become America’s largest student organized summit in China.

Despite the sudden increase in wealth, Tse expressed his wish of not wanting to participate in wealth ranking

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Huawei Unknown Facts

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Huawei is the world’s largest manufacturer of telecommunication equipment.  The Company was founded in 1987 by the 42 year old Ren Zhengfei.  Considered one of the world’s largest technology brands, Huawei was valued at $ 105.1 billion in 2018.  Here are a few unknown facts about this tech company.

Unknown facts about Huawei

1) Founder Ren Zhengfei came up with the name Huawei after coming across the phrase ‘Zhonghua youwei,’ which meant ‘China has promise.’ 

2) The name Huawei can be quite difficult for non Chinese people to pronounce.  Huawei is pronounced as ‘Waa wai,’ but Huawei’s pronunciation varies by countries.  This led the Company to launch a name recognition campaign, where they used “Wow way” to encourage a pronunciation closer to the actual one.

3) Huawei puts more focus on Research and Development (R and D,) with more than 40 % of the Company’s employees working in the R and D department. 

4) Huawei’s Ox Horn Campus is famous for its European style architecture.  Based in Guangdong, the R and D campus consists of 12 small ‘towns,’ modeled after famous European cities like Paris, Granada and Bruges.  The research buildings of every ‘town’ are a replica of popular castles, palaces and many more.

5) Huawei’s 5G tech played a big part in the world’s first remote brain surgery.  Dr. Ling Zhipei performed the brain surgery on a patient suffering from Parkinson’s disease.  The surgeon operated on the patient, who was 3,000 km away from him, by manipulating surgical instruments with the help of a computer and 5G network.  After the success, Dr. Zhipei credited Huawei’s 5G technology for ensuring a nearly real time operation.

6) In the tech industry, Apple is considered a direct rival of Huawei.  However, this rivalry did not stop Huawei founder and CEO Ren Zhengfei from using Apple products.  Zhengfei considers Apple’s iPhone the best phone in the world and revealed his family prefers Apple’s products over Huawei’s.

 

Did you find any of these unknown facts interesting?  Comment below and let us know.

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Netflix To Face Stiff Competition Soon

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Netflix, which has been enjoying the status of being the biggest streaming service in the world, will face tough competition, come November.  Netflix stayed ahead of many key rivals like Amazon Prime Video and Hulu, since its inception in 2010. However, with giants like Apple and Disney entering the streaming market, the streaming war is expected to enter a new phase by 2020. 

Tech giant Apple announced its own streaming platform called Apple+.  Apple+ will be made available from November 1st, 2019 in over 100 countries, with a minimal fee of $ 4.99.  With the promise of bringing fresh and original content, Apple is investing quite a lot of money in Apple+.

Similarly, Disney is also planning to launch its own streaming service on November 12th, 2019.  The streaming service will be available initially in the U.S., Canada, and the Netherlands, prior to its introduction to the rest of the world.  With its enormous list of popular movies and series like Star Wars and Pirates of the Carribean, the Disney streaming service is expected to give tough competition to others.  With a subscription fee of $ 6.99, Disney is planning to offer every Disney and Pixar animated movie within the first year of its launch. 

Moreover, Netflix is also facing competition from other streaming services like A&T’s WarnerMedia, which is planning to launch HBO Max in early 2020.  A&T also reclaimed the streaming rights of popular show Friends from Netflix.

With popular shows and movies leaving the platform, Netflix is also facing difficulty in acquiring actors, directors and producers in order to keep the audience interested. 

Despite facing such stiff competition, Netflix remained unfazed, with its CEO Reed Hastings stating, “Disney will be a great competitor.”  With so many new competitors entering the market in 2020, it will be interesting to see which online streaming service remains at the top.

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