Lola, a bit off-topic, would you tell us more about Hermes? I have always feel that the brand is in a league of its own because i seldom see the aggressive PR strategy (the celebrity endorsement in particular) from them.
Totally Off-topic I must say lol.
But yes, Hermès is very different from all the other brands because beyond everything else, they have a irreverent vision that was pioneered by the late great Jean-Louis Dumas.
Like all the CEOs of the 80’s he had huge ambitions for his brand but unlike them, he maintained the integrity of the brand and of his family’s heritage.
One thing that is very important is that unlike all the other brands, Hermès might be the only one where the family is/was involved in the creative And in the business side (That’s for example why their campaigns never followed the vision of one particular designer).
I must say that Hermès does not need heavy marketing because we do it (the people) in the best way for them And for free. All the fantasies, stories around their bags, their prices, the waiting lists...They just took advantage of that.
But don’t be a fool, they are very subtle in the way they use celebrity culture...And that’s where Michael Coste (their head of external relations) comes to the equation. His IG looks like the Hall Of Fame of important clients.
But I think their super exclusive but at the same time inclusive position can only work for them like the Alaia model only worked for Alaia even if I wish their production model was copied by others.