Table of Contents I.H istor y II. The Brand III. Values IV. Our Customer V. The Produc ts VI. How we S ell VII. Our Stores VIII. I nternal Organization IX. Board X. Annual Sales
The Bir th of an Icon 1801 - Thierr y Hermés was born in
K refeld G ermany. The town was k nown as “Stadt wie Samt und S eide” (cit y of velvet and silk) as it has a strong histor y in the tex tile industr y.
1828 - The Hermés family moved to Pont Audemer, a cit y nor th of Paris, where Thierr y was educated in the craf t of leather and began designing and craf ting harnesses.
1837 - Thierr y Hermés established the
House of Hermés as a harness workshop in Paris to ser ve noblemen.
1855 - Hermés won many awards for the qualit y of his harnesses and bridles, including the first class medal of the exposition in Paris.
1878- Thierr y Hermés passed away.
S econd
G eneration
1880- Thierr y ’s son, Charles-Emile Hermés,
took over the Hermés workshop. He began focusing on international retail sales and his clientele became the upper class citizens of the world.
1900- Charles- Emile designed the ‘Haut à
Courroies’ bag along with his t wo sons Adolphe and Emile -M aurice. The bag was designed to help customers bring their saddles with them on their travels.
1902- Charles Emile retired leaving his
sons the business. They in turn renamed the company “Hermés Freres” (Hermés Brothers)
Third Generation
1915 - Emile M aurice gained exclusive
rights to the zipper on leather goods and clothing due to the fac t he furnished the czar of Russia with saddles. He became the first ever to use the zipper in France which later became k nown as the ‘fermeture Hermés’ (Hermés fastener)
1919 - Emile - M aurice bought Adolphes por tion of the company.
1922 - The first handbag was produced by
Hermés due to Emile -M arices complaints of not finding one that appealed to her. The bag was personally designed by Emile M aurice and was a smaller rendition of the “Haut à Courroies”
1924 - Hermés opened its first stores in the United States.
Hermés
Comes to the USA
1935 - The “Sac à dépêches” bag was
launched, and later became k nown as the Kelly Bag.
1951 - Emile M aurice Hermés passed away
and the husbands of Thierr y Hermès’s granddaughters, Rober t Dumas Hermés and Jean Rene Guerrand, took over the company. The company also began using their signature orange boxes.
1969 - The Constance was created 1978 - Jean Louis Dumas the great- great
- grandson of Thierr y Hermés took over the company and opened the flagship store in Paris nex t to the original workshop.
The
Birk inBag
1981 - The Birk in Bag is launched, named af ter Jane Birk in a British ac tress.
2003 - Patrick Tomas takes over Hermés .
2008 - The Hermes Foundation was created 2010 - The Verou Bag was released 2012 - Axel Dumas, a six th generation
Hermés family member becomes CEO of Hermés.
A Look I nto
The Brand
HermÊs is synonymous of exclusivit y and caters primarily to the world ’s elite as to align with the brands philosophy of qualit y and refinement.
Our Values
We don’t have a polic y of image, we have a polic y of produc t
People have been the focus of the Hermès creative, ar tisan and merchant projec ts since 1837. United by shared values of qualit y, ethics and solidarit y, it is our people that drive growth
HermÊs par tnered with the Panthera Organization to save 8 of the world ’s most edangered large cats by honoring ar tist Rober t Dallet and creating one of a k ind silk scar ves.
Our Customer
Our Customer
- Elite -M oney is no objec t - Wants good qualit y produc ts -Buys for the sake of the brand
Kris Jenner Mother of the Kardashain clan One of the most Birkin obsessed on the planet Has a special closet for her Hermes bags Taste for the finer things in life !
Victoria Beckham English Business women, Fashion Designer, Model, Singer, and Mom. Former Spice Girl and wife of David Beckham. Elite Status/ high class
Produc ts
Product Line Assortment
Men and womens fashion Scarves and accessories Jewelry Fragrance Bags and small leather goods Ties Equestrian gear Baby accessories and clothes Reading and writing items
Fragrance Ready to Wear
Shoes
Watches
Belts
Birk in Bag: Price range: $11,900 - $300,000 (USD) M ost popular color : Black Leather used: Epsom Calfsk in. Exotic Leathers used – Crocodile Sk in, Alligator Sk in, Ostrich Sk in and Lizard Sk in Size of Bags: 25 Bag, 30 Bag, 35 Bag and 40 Bag M ost Common size: 25 Bag, 30 Bag, 35 Bag and 40 Bag
H istor y of the Kelly
The Kelly Bag was made famous by ac tress Grace Kelly, but formerly existed in the Hermes collec tion as the “Haut à courroies” bag and later the “Sac à dépêches” bag. The Haut à courroies bag was first introduced in 1892 and meant to be used as saddle holder. Throughout the years, it was modified to be used as a handbag instead of just an equestrian bag. I n 1930, Hermes’ son in law, Rober t Dumas, redesigned the bag to be used as a travel bag and named it the Sac à dépêches. I n 1956, Grace Kelly gave the bag a new association af ter the paparazzi photographed her using the bag to shield her pregnant belly. From that moment, the bag became k nown as the “Kelly Bag” and was officially renamed in 1977.
Kelly Bag: Price range: $3,500 - $11,800 (USD) Most popular color: Black Leather used: Epsom Calfskin. Exotic Leathers used – Crocodile Skin, Alligator Skin, Ostrich Skin and Lizard Skin
¡
Size of Bags: 22 Bag, 28 Bag, 32 Bag, 35 Bag, 40 Bag and 50 Bag Most Common size: 28 Bag, 32 Bag and 35 Bag
How We Sell
“
Almost two centuries ago, a royal coronation might be delayed until the arrival of its exquisitely stitched Hermès carriage fittings, just as today even the richest women must wait for an exquisitely stitched Hermès Birkin bag.
”
How We Sell Online/in store product assortment Made to order Wait list
Stores
Store Locations Worldwide
307 Brick and Mortar Stores
Store Locations United States
39 Brick and Mortar Stores
Marketing
Beliefs Authentic events Does not use celebrity endorsers Selling values and beliefs instead of images Non- manipulating marketing strategies Quality of the product comes before marketing
Internal Organization
Everyone at Hermès refers to the company’s headquarters, people seem to go about their work quietly, and happily. The mood is calm and zen-like — but also focused and business-like.
“This is a family house that goes back six generations. We did not invent our craft, we are the recipient of an age-old tradition, mixed with something which is perhaps proper to my family — a desire for excellence — and maybe something a little bit obsessive and mad about detail.” -Pierre-Alexis Dumas.
Executive Board
Financial Figures
Hermes has continuously increased its revenue throughout every quarter in 2016-2017 for the sector of “Leather Goods & Saddlery.� Therefore, we predicted that for the F/W quarter of 2017 beginning in September 2017 the company will gain an increase in revenue of $910 million for the section of leathergoods and saddlery based on average percentage changes of previous revenues.
Reference Sources (http://www.pursebop.com/hermes-birkin-vs-kelly-101/) https://www.vanityfair.com/news/2007/09/hermes200709) https://www.businessoffashion.com/articles/intelligence/humanity-hermes https://www.vanityfair.com/news/2007/09/hermes200709 https://www.vogue.com/article/best-it-bags-history http://hd.clarin.com/post/98229642354/todo-lujo-la-cartera-birkin-de-la-sofistica da#sthash.OKGqPyyR.qjtu
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