How Does The Old Brand Of Hermes Herm E S:177 Digital Marketing?

In this year's list of Forbes's most innovative companies in the world, Herm s has thirteenth seats.

The list is based on the difference between the company's market capitalization and its basic financial position and assets, that is, the premium of innovation.

Hermes 2014 fall ad

Last year reported a record $5 billion in sales and $1 billion 690 million in profits, the fastest growth in its industry in the past six years.

In fact, apart from Hermes, only 41 of Li&Fung and Luxottica Group ranked 51.

Different from many colleagues.

It creates a sense of mystery that is desired to be sustained in the digital world today.

In order to achieve this effect, Hermes can not only be limited to its famous handbags which are not available, but one way is to extend it to the creativity of the network.

Although Burberry is more regarded as a digital pioneer, Chanel (Chanel) is famous for its elegant YouTube channel, not to mention the personalized fashion show, but the creative content launched by Hermes through various channels is also commendable.

From the demo demo video to the guerrilla electronic store, it regularly releases various contents in a low profile, and deducts the exquisite workmanship of the brand in an all-round way.

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In the 9 edition of the 2014 Forbes magazine, there is a supporting article on the global innovation enterprise list, which highlights the fact that Hermes has no marketing department.

"Why should we have it? Just like McKinsey has no consulting department, and Microsoft (Microsoft) does not have a software department, marketing is Hermes's core business."

The author Susan Adams (Susan Adams) wrote so.

The article quoted the CEO Axel (Axel Dumas) as saying: "our business is about creating longing.

Such a business will be unpredictable because we are anxious to be uncertain, and we try to harness it with creativity. "

Therefore, the latest attempt to put it in the field of online creativity is seen in a virtual guerrilla store specializing in the sale of the brand's silk scarves, shawls, twill scarves, scarves and long scarves.

The Lamaisondescarr s.com, designed by Pierre Mary (Pierre Marie) according to the classic Hermes style, looks like a big house with complicated interior design and various characters and creatures: a floating gardener in a hot air balloon, a sunflower in the breeze, a skateboard on the giant box, and a gentleman lying on a hammock.

The team behind them is called "witty, warm, immersive and unexpected" experience.

This online store is co founded by Hermes and AKQA advertising agency, allowing users to explore more than 600 kinds of Hermes silk products in different rooms. All products can be clicked on.

There are two links that guide the two applications of the brand - allowing users to further explore creative content, but this time it will be more practical.

The first application is called "Silk Knots", which is a guide for wearing a method, showing 24 ways of scarf through pictures and videos.

The second application is called "Tie Break", which is for men. Besides collection guidelines, it also contains rich dynamic diagrams, games and comics.

The works of Hermes are full of interest, and the same is true of images.

Play table tennis from the ceramic tray under the handbag, and play some leapfrog games with a couple of shoes.

In a period of time, freeze animation is the first choice of this brand.

At the same time, the first few Christmas season launched its highly recognizable Orange Box skating animation advertising.

Each video is worth far more than its 2-5 million hits.