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Hermès: Redefining Luxury with an Unconventional Branding Strategy

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While visiting Havas, I was surprised to learn that Hermès doesn't prioritize branding in the conventional sense. In an era where brand visibility often hinges on social media presence, Hermès distinguishes itself by deliberately choosing not to have a strong presence on platforms like TikTok for digital marketing. This deliberate decision to avoid online trends reflects the unique philosophy that sets Hermès apart from its peers.


Part of Hermès' appeal lies in its exclusivity. In a time when everything is shared online, Hermès takes a more understated approach, aiming to maintain a mystique that distinguishes the brand from the digital noise. By not heavily relying on social media, Hermès creates a sense of exclusivity and rarity. Owning a Hermès item isn't just about the product; it's about being part of a select group that understands and appreciates the brand's intrinsic value. This strategy amplifies the brand's allure and solidifies its reputation as a symbol of true luxury.


This unique approach is not merely a refusal to follow the crowd but a strategic choice that aligns with Hermès' long-standing values. The brand's decision not to engage in online trends further amplifies its exclusivity. While other luxury brands compete for online attention and engage in digital marketing battles, Hermès remains aloof, enhancing its timeless elegance and sophistication image. The brand's understated presence is a powerful statement, emphasizing that true luxury needs no loud proclamation; its value is inherent and recognized by those who truly understand and appreciate it.


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