Hermès: The Greek God Of Luxury Brands Cristiana Cannizzaro
THE BACKGROUND STORY
In 1837, Hermès was founded by Thierry Hermès, who produced saddles for horses. With this gift of craftmanship he also used it to establish a workshop to create harnesses and saddles in the district of the "grands boulevards" (Loshe, 22) patronized by "le Tout Paris," (Loshe, 22) who believed that it was an obligation to themselves to have the utmost exquisitely decorated carriages in town. From that point on Hermès has always continued marketing accessories for horses and riders. Jean-Louis Dumas then took authority as head of the company in 1978 in which he brought back to life the silk, leather and ready- to-wear divisions; put into motion new sectors for timepieces and porcelain; obtained the distinguished boot craftsman John Lobb, the glass manufacturer Saint-Louis and the goldsmith and tableware manufacturer Puiforcat; and improved the worldwide distribution network.
Thierry was however replaced by his son Charles Emile Hermès, who was then bought out from the company by his son Emile Maurice, a skilled sportsman. In the 1930s, it was Maurice's son-in-law's Robert Dumas’s artistic ideas that created an assortment of today's well-known Hermès products, along with the characteristic handbag later on named as the Kelly, named after Grace Kelly and also the anchor chain bracelet. In 1937 Hermès originally began printing silk twill scarves. When Emile-Maurice passed away in 1951, Robert Dumas took control by operating himself side by side with his brother-in-law Jean-René Guerrand, who advanced the perfume and haute couture branches. The Hermès tie, an abiding indication of one's position in society, was also brought about at the time of their control.
After assuming his father Robert's place in 1978, rejuvenating Hermès and navigating it steadily into the 21st century, Jean-Louis Dumas became sick and eventually left the company in 2006. In 1993, Hermès went viral on the Paris stock exchange: "the 425,000 shares floated were 34 times oversubscribed" (Anonymous, 20). Its 175th anniversary of business was celebrated in London with a exposition called 'Leather forever.' Patrick Thomas was the manager of Hermès International and the first CEO who was not part of the Hermès family. Today, Hermès is still a family brand as Alex Dumas is the CEO.
KEY CHARACTERISTICS OF HERMÉS
An identifiable characteristic of the Hermès is its logo. In French, the carriage that is displayed in the Hermès logo is called a "duc" (Loshe, 22).
Another distinguishable character of Hermès is packing, which is recognized by people because of its orange boxes and brown ribbons.
'The Kelly Bag' is one of Hermès more distinguishable products that the brand can be recognized for. The product was named after Grace Kelly, an actress who supposedly covering up her baby bump by putting this bag over her stomach.
Another recognizable product of Hermès that makes this brand distinguishable is its silk twill scarves that were introduced in 1937. The edges of these scarves are hand rolled and went against fashion trends, which later on became a lasting symbol of Hermès.
HOW HAS HERMÉS LOST SOME OF ITS MYSTIQUE/AURA?
Throughout the course of time, Hermès has managed for the most part to maintain its mystique/aura. However, Hermès has once only marketed to celebrities/elite but now everyone has access to these Hermès products.
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WILL HERMÉS CONTINUE TO EXIST?
Yes, Hermès will continue to exist in the future. Hermès has flourished from its background as an accessory maker for horses that has turned into a well-known brand for luxury and exceptional artistry."It is a brand that produces desire beyond reason, yet succeeds through rigorous control of its products as much as through emotional flights of fancy" (Anonymous, 20). For all one knows it will continue to stay successful because all its designs have the commonality of two significant characteristics: skill and art. Hermès is also a brand of art expertise, from the most expensive saddle-making to the silk edges of its scarves. A brand that is continually revolutionary, while also staying true to its originally background. Its products are marketable to multiple generations as it is a brand with trendy designs for younger people, yet one that any older men and women would long to wear.
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