In the fast-paced world of fashion, driven by trends that fluctuate from most relevant to least, few brands have managed to maintain their pedestal like Hermès. Founded in 1837, the French Maison has transcended its origins as a harness workshop to become a symbol of craftsmanship, exclusivity, and elegance. The brand has thrived through the ups and downs, challenges, and shifts of the industry, holding a significant position in today’s luxury market.
A Journey through Time
Hermès began a humble harness workshop in Paris, creating high-quality bridles and harnesses for the European Noble families. The dedication and commitment to craftsmanship and quality were the foundation for future success. Soon the company became synonymous with luxury. As society evolved, with the developing transit, the company too evolved. Soon expanding its product line to include saddlery and eventually leather bags.
The Emergence [1837- 1900]:
Hermès was set apart from the rest of the houses due to their attention to detail, and commitment to using the finest materials for handcrafted bridles and harnesses for Horse-drawn carriages. Thus establishing a reputation for quality all across Europe.
The Expansion [Late 1900s]:
During this period the company expanded into high-quality saddles and other riding equipment. This phase marked the transition of the company into a broader luxury goods manufacturer (from a specialist in equestrian gear).
The Diversification [early 20th century] :
The brand diversified its product range under the leadership of the 3rd generation of Hermès. A natural progression of the brand from its expertise in leather craftsmanship was the introduction of leather handbags. Thus marking their entry in the FASHION INDUSTRY.
Key events:
1922- The first leather Bag – originally designed as a saddle bag, was renamed after it was
1925-1928 – This period saw a transition into the fashion industry, manufacturing of (ready-to-wear) golf jackets, jewellery, accessories, watches, and sandals.
1937- the first silk scarf to enhance the luxurious fashion line was introduced.
1949- ties and bowties- expressing the company’s entrepreneurial spirit was launched.
Global Recognition [late 20th century]:
Post World War -II, Hermès continued to expand its product offerings and global reach. In 1951, the brand introduced its first women’s couture collection and by the 1970s, it became a symbol of French luxury worldwide. The company was rooted in its philosophy of commitment to craftsmanship, exclusivity, and attention to detail.
The Sustenance [ 21st century]:
The luxury market expanded exponentially in the 2000s. Controlled and organic growth to balance with commitment and exclusivity, was the approach followed by the company as the global demand for the products soared, ensuring the brand’s mystique and retained product value.
Another challenge during this period, with the conversations of pollution, climate change, etc at the peak. The brand too introduced initiatives aimed at reducing its environmental impact, by increasing the transparency in its supply chain and responsibly sourcing materials.
Navigating the highs and lows
The shift from horse-drawn carriages to automobiles in the early 20th century could have been an affliction for a company specialising in harnesses. However, Hermès’ adaptability allowed it to change its course successfully into the newer product lines. During the 2008 global financial crisis, the brand’s focus on timeless products and its loyal customers kept it grounded in the storm.
The Secret to Longevity
The obstinate [quality]:
The brand is committed to quality and it is seen in all their products. Skilled artisans, finest materials, handcrafted products, and dedication to craftsmanship ensure that each piece is a work of art. The emphasis on craftsmanship over trends determines that the products are considered to be investments rather than fleeting indulgences.
The Artistry:
The exclusivity and luxury of the product are in the craftsmanship and the dedication of the artisan to give an eccentric identity to every handcrafted piece. The brand has mastered the art of creating desire through scarcity and constraint, thus creating a sense of desire and urgency among the consumers.
The Heritage of adaptation and innovation:
While being deeply rooted in tradition, it continues to innovate. The products are timeless, and they transcend the trends, to retain their value over time. The brand collaborates with artists, and designers, to create new products suitable for the modern taste and maintain the classic appeal, thus balancing between heritage and innovation, keeping the brand relevant.
The identity of local culture is paramount for the company, and it is reflected in the design of the stores, thus creating a unique experience of the store in different parts of the world adhering to their locale.
The Flipside:
Accessibility:
The products are known for their exorbitant prices, thus creating a niche of clients and widening the gap for the general public. This exclusivity limits accessibility and makes it a symbol of wealth and status rather than a universal luxury. In an era where consumers increasingly value inclusivity and diversity, this perception of alienation of a broader audience could pose a challenge in maintaining its relevance.
Sustainability :
Responsible sourcing of exotic leather and skins draws criticism from animal rights activists. As the brand relies on these materials, it has sparked a debate about the ethical implications of using animal-free products in fashion, as the industry moves toward more sustainable and cruelty-free practices.
The Scarcity Strategy:
Strategic artificial scarcity has been criticised for being manipulative and inducing the notion of deliberate withholding to drive up demand and maintain exclusivity. Another concern caused due to the limited supply and high demand is the emergence of a counterfeit market. There is a significant proliferation of fake Hermès items, which potentially dilutes the brand’s image and perceived value of the products.
The off-trend:
Hermès is known for its timeless design, this can be a double-edged sword. The reluctance to follow trends can be perceived as conservative and out of touch with contemporary fashion. Thus balancing innovation while maintaining the heritage is a constant challenge, to avoid the risk of becoming stagnant in a rapidly evolving market.
Hermès : Elegance and Ethical Debate
Hermès’ journey from a small harness workshop to slowly and steadily becoming a global luxury powerhouse is a testament to its ability to adapt, innovate, and create while staying true to its roots and customers. Hermès has carved out a niche in the market by emphasising timeless elegance, craftsmanship, exclusivity, and the commitment to quality, thus continuing to hold a coveted place in the world of luxury. As it continues to navigate the challenges of the modern market, it remains an eminent example of building and sustaining a brand that stands the test of time.
However, the prestige comes with its challenges. The brand’s extravagant prices, scarcity strategy for its products while enhancing exclusivity, and reliance on exotic materials have sparked criticism, ranging from issues of accessibility, and pompous nature to ethical concerns about sustainability that the brand stands for. As the brand continues to grow, a thoughtful approach to these criticisms ensures its relevance and respect in this ever-changing world. Thus enduring the legacy of excellence for generations to come.
Citations:
- Six generations of artisans | Hermès USA. Hermès https://www.hermes.com/us/en/content/271366-six-generations-of-artisans/ [Accessed: 19/08/2024].
- Hermès unveils new Mumbai Store: A celebration of timeless elegance and superior craftsmanship. Image. (n.d.). https://infashionbusiness.com/home/news_details/2920/15 [Accessed: 20/08/2024].
- Hermes. (April 2018-May 2024). Hermès footsteps across the world [Youtube videos]. Available at: https://www.youtube.com/playlist?list=PLD1G-Fq3N1R–zXe1mtEQZpbm7okjuzvO [Accessed: 21/08/2024].
- Hernmarck, H. (2021, March 18). Thierry Hermès founded Hermès in 1837. Still in fashion. https://stillinfashion.com/thierry-hermes-founded-hermes-in-1837/ [Accessed: 21/08/2024].
- The history of Hermès | SACLÀB. (n.d.). https://saclab.com/us/the-history-of-hermes/ [Accessed: 22/08/2024].
