The marketing strategies behind Hermès

Abstract

Hermès International is an iconic French manufacturer of luxury goods. The Hermès Birkin tote has become a status symbol of modern times. Another Hermès bag became a worldwide sensation after being seen on actress Grace Kelly of Monaco multiple times. The marketing mix model of Hermès is a predetermined mixture of the 4Ps, that leads to market success. Its revenue and cash flow patterns have been increasing steadily. Hermès does not invest heavily in publicizing their products and has no brand ambassadors to promote them. The Hermès Marketing Plan employs four well-known marketing methods. Clients are expected to have a long sales history with the brand. The brand has a large client relations department, with professionally educated sales associates. Its audience is determined by its costly pricing, which corresponds to the exclusivity mindset of consumers.