HERMÈS BRIEF Alisa Ruzina BA Fashion marketing & communication, Level 5, 2018-2019 5FAMK003C Visual and video techniques Subject Coursework: CWK1 Teacher: Nicolas Godon Word count: (1 200)
01 - CORPORATE PROFILE Hermès is a luxury fashion brand, which specializes on a big variety of things, such as : clothes, leather, perfumery, lifestyle accessories, watches and home decor. However, the most interesting part is the brands’ appreciation of the equestrian world, since the brand takes its roots from the equestrian atelier specialized on horse harnesses and would. Thierry Hermès has later expanded to an equestrian atelier recognized by French high society, appreciating the lightweight and functionality of the horse-riding accessories, according to Chloë, 2017. Nowadays, Hermès is one of the most recognized luxury brands that is focused not only on the
beauty, but also on the functionality of the equestrian both clothes and riding accessories. Moreover, the professionals of the dressage and jumping are admiring the quality of goods created by the French Maison. Despite the actual creation of the highclass products for the equestrian world, Hermès is also supporting this sport by annual tournament The Saut Hermès held at the Grand Palais in Paris, France. It is a jumping show sponsored by the named brand in order to identify the truest jumping professional, according to Wikipedia.
02 - MARKET POSITION There are such brands as :
It may be considered for the brand to recreate the equestrian line with a more stylish essence in order to establish a strong brand recognition from the first sight.
04 - COMMUNICATION BACKGROUND The Maison does a lot of communication regards its equestrian part. This includes YouTube videos, printed format and Instagram content. However, none of it dedicated directly to the Equestrian clothes, which is the most bought part of the whole division.
05 - TARGET MARKET Royal Equestrian (England) and Alessandro Albanese (Italy) that are considered as a luxury, handcrafted equestrian equipment makers. These brands are high-quality, high-comfort and sophisticated. Nonetheless, the price of these goods are only the fraction of the Hermès Equestrian, they are considered as the closest competition.
03 - CURRENT SITUATION Even though, there is hardly one brand that is able to compete with Hermès Equestrian, it is very hard to differentiate the Hermès Equestrian clothes from any other brand from the first sight. Unfortunately, Hermès Equestrian clothes lacks the personal visual image and the «Hermès» design, sort of saying.
Hermès Equestrian’s target is men/women of the middle age of high class society with a high rate of disposable income. They are passionate about horse riding and appreciate the quality and feel of luxury brands like Hermès.
06 - GOALS The goal is to be able to differentiate Hermès Equestrian from the first sight by creating a new collection of equestrian clothing as stylish as Hermès ready-to-wear clothing line. The brand should be recognizable from the first sight on the clothing.
07 - WHERE TO LOOK FOR INSPIRATION
The new equestrian collection should be dedicated to the key elements of the brand in order to gain the recognition. Certainly, one of the key elements of Hermès’ unique style is sophistication and elegance, however it should be balanced. Such color shades as orange, sand and brown are welcomed, because they are the key colors of the
brand. In addition some shades of pink, blue and purple are also applicable. Moreover, silk is important part of the brand’s identity, so some parts or prints dedicated to silk may also be included into collection. The overall feeling of the collection should be very elegant, but at the same time, very vivid and in the classic Hermès essence.
08 - WHAT NOT TO DO The only recommendation for this new equestrian clothing line is not to be too sophisticated and not to be too simple, since the main goal is the differentiation from other brands.
EDITORIAL 01 - THE EDITORIAL BRIEF The main concept of this editorial is to highlight the new equestrian collection. Clearly, that horses are necessary in order to give a clear definition of purpose of this editorial, nonetheless they are not the center of the idea.
ELEGANCE AND JOY A viewer should experience a very confident feeling of wanting to live the moment on the back of the horse. The style of the whole imagery should be elegant, yet stylish, as well as the brand itself is. In addition, the color palette of the photos should be muted with some vivid touches. Karl Lagerfeld will be the
main photographer for this editorial, since his works are very coherent with the overall image of this particular editorial. The main scene of the editorial will be taking part on the streets of Paris in order to maximize the truest essence of the brand.
02 - THE STYLE Even though, the editorial usually uses various brands and the latest trends possible to fit the brief of the editorial. In this case the stylist is only given the Hermès Equestrian clothing line, in order to show readers all the possible aspects and tastefulness of the equestrian sports clothing.
03 - MODEL CASTING From a very broad model casting, American model, Kendall Jenner was chosen. Despite her beautiful and eye-catching appearance, she also fits by a deeper reason. Kendall Jenner is very famous for her personal passion to horse-riding, which creates another layer of meaning of this editorial, when horse-riding and fashion are coexisting together.
04 - MAKEUP & HAIR Obviously, the hair and make-up should be as natural as possible, since it is a sports collection. So called «No make-up» make-up, hiding some imperfections with some touches of concealer, highlighter and natural lip balm is applicable. Hair should also be done in a «no hair done» manner.
05 - MODEL DIRECTION Model should be able to show the joy and comfort through her movements and facial expression, however she also should feel very elegant and special wearing this equestrian line. Some of the photographs will be taken
on the horse’s back, some of them near it.
06 - RETOUCHING Color and exposure adjustments should not overweight the beauty of the clothing line in order not to create a feeling of being overdone. The balance in retouching is also crucial, because the main goal is to stick to the natural elegance.
CREDITS : clothes — Hermès Equestrian model — Kendall Jenner photograph — Karl Lagerfeld
CHASING ELEGANCE
CREDITS : clothes — Hermès Equestrian model — Kendall Jenner photograph — Karl Lagerfeld
CREDITS : clothes — Hermès Equestrian model — Kendall Jenner photograph — Karl Lagerfeld
CATALOG Since the new collection does not change any strategy or a way of communication, the Catalog was chosen as a format of presentation. It is very important to create a strong want to try on a new equestrian collection in a boutique, that is why the catalog should be designed in details. The cover of this catalog should be done in a typical 100% authentic Hermès togo finished leather. In addition, there also will be a typical Hermès stamp on top. The format will be A3 and pages of the catalog will have a satined finish as its usually done in Magazines. The color tones should be maintained as muted, either warm tones or black&white in order to keep the elegance in every aspect.
WEBSITE Since the creation of the new collection, the brand would love to share its experience of the journey. The webpage has an educational and inspirational character.
Web site URL : https://hermesequestrian.travel.blog ISSUU URL : https://issuu.com/home/published/hermesfinalissuu?funnel=freeplan Bibliography : Aija Kivi. [images] Available at : http://aijakivi.com/upcoming-editorial/ [Accessed 20 Nov. 2018]. Avenue. Hermes goes to Spruce Meadows. [image] Available at : http://www.avenuecalgary. com/Shopping-Style/Hermes-Sponsors-This-Years-Spruce-Meadows-Masters-Tournament/ [Accessed 20 Nov. 2018]. Equestrian Stylist. [image] Available at : https://www.equestrianstylist.com/equestrianphotos/vintage-inspired-equestrian-photography-by-monica-stevenson/ [Accessed 20 Nov. 2018]. Fashion Gone Rouge. [images] Available at : https://www.fashiongonerogue.com/editorial/ kendall-jenner-elle-france-fred-meylan/ [Accessed 20 Nov. 2018]. Hermes. Equestrian. [online] Available at : https://www.hermes.com/us/en/equestrian/ rider/#||Universe [Accessed 20 Nov. 2018]. Doanie Wordpress. Hermes : High Resolution Shots. [images] Available at : https://doanie. wordpress.com/2011/01/26/hermes-high-resolution-shots-of-beautiful-leathers/#jpcarousel-4730 [Accessed 3 Dec. 2018]. Logos de Marcas. Hermes Logo. [image] Available at : https://logosmarcas.com/hermeslogo/ [Accessed 3 Dec. 2018]. Luxury Equestrian Style. [image] Available at : http://www.lacavalieremasquee.com/ saddles-by-hermes-cavale-arpege-allegro/ [Accessed 20 Nov. 2018]. MM Horses. [image] Available at : http://mmhorses.pl/z-cyklu-marki-ktore-mnie-inspirujahermes/ [Accessed 20 Nov. 2018]. MM Horses. [image] Available at : http://mmhorses.pl/z-cyklu-marki-ktore-mnie-inspirujahermes/ [Accessed 20 Nov. 2018]. Pinterest [image] Available at : https://www.pinterest.es/pin/88172105191613147/ [Accessed 3 Dec. 2018]. Pinterest [image] Available at : https://www.pinterest.es/pin/181621797458777223/ [Accessed 3 Dec. 2018]. Purse bop. Hermes 101: Origins, Equestrians, and Aristocrats. [image] Available at : https:// www.pursebop.com/hermes-101-origins-equestrians-and-aristocrats/ [Accessed 15 Dec. 2018]. Purse bop. Hermes 101: Origins, Equestrians, and Aristocrats. [image] Available at : https:// www.pursebop.com/hermes-101-origins-equestrians-and-aristocrats/ [Accessed 15 Dec. 2018].