Hermes´ Sucessful Factor Essay

1969 words - 8 pages

How has Hermès 172-year-old French leather-goods company remained successful?

Before visiting, I just know Hermes is a famous and luxury brand. During the visiting, I found that they have to successful factors. Let me try to explain more.

First of all, let me introduce the background of Hermes.
Hermès is a French high fashion brand, which is established in 1837, specializing in leather, ready-to-wear, accessories, perfumery, and luxury goods. Their logo is a Duc carriage with horse.

In 1837, Thierry Hermès was built up harness workshop on the Grands Boulevards quarter of Paris. It was to provide the service to European noblemen specially.
He created harnesses and bridles for the carriage trade.
After that, Hermès's son, Charles-Émile Hermès, took over the management from his father. In the same time, moved the shop to 24 Rue Faubourg Saint-Honoré, a location near the Palais de l'Elysée in 1880, which still the Hermès shop today. To contribute form the sons Adolphe and Émile-Maurice Hermès, which entered to the elite of Europe, Russia, Asia, North Africa, and the Americas.
In 1900, Hermès offered the haut à courroies bag, designed for riders to carry their saddles with them specially.
After Charles-Emile Hermès, who retired from the company. His sons Adolphe and Émile-Maurice took leadership and renamed to Hermès Frères.
During the 1920s, Émile-Maurice took control directly as a sole head of the business and created a new accessory collection. And he groomed his three sons-in-law, who are Robert Dumas, Jean-René Guerrand and Francis Puech, as business partners.
Hermès introduced its first leather garment, a zippered golfing jacket for the Prince of Wales. In 1922, the first leather handbags were introduced.
During the 1930s, Hermès produced some of its most recognized original goods. In 1935, the leather Sac à dépêches, later renamed the Kelly bag, was introduced, and, in 1937, the Hermès carrés (scarves) were introduced.
The scarf designers of Hermès spent years creating new sceen-printed with vegetable. Each added color would be allowed a month to dry during the process of its creation before the next color was applied. Designers used over 200,000 different colors for choosing. The most complicated design around 40 colors. In 1937, a dedicated scarf factory was built in Lyon France. Following the introduction of scarves, the accessory became integrated into French culture. The 1930s, Hermès's entrance into the United States market by offering its products in a Neiman Marcus department store in New York. The year 1949 saw the launch of the Hermès silk tie.

In addition, in the same year, Eau d'Hermès, was produced, which is the first product of perfume. During his management, Émile-Maurice summarized the Hermès philosophy as "Leather, sport, and a tradition of refined elegance."
Robert Dumas-Hermès succeeded Émile-Maurice after his death in 1951, working in close collaboration...

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