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Company History
The first customer for a Hermès design was
a horse and the first design was a harness. That was in 1837 when
Thierry Hermès, great-great grandfather of Jean-Louis Dumas,
who until recently was Chairman of Hermès International,
established a harness shop at 18 Rue Basse du Rempart. His business
was wholesale, selling harnesses to the great coachbuilders of the
Champs Elysées. Fundamental to the development of the company,
the personal relationship between patron and House has been the
guiding principal of its expansion.
Case Study
The objective is to strategically design a marketing
campaign and launch the very first Hermès Boutique for Men.
This project is unique in that, as a Parisian-based company, the
very first Boutique for Men is being launched in New York City.
Design, Business, and Marketing Plan Solution
In order to identify the most effective marketing strategy and launch
campaign, the project team conducted extensive market research studies.
- Utilized various research tools (i.e. survey,
secret shopper, competitive analysis, etc.) to identify and understand
target and potential markets, and assess brand image
- Explored multiple channels to reach existing
and potential market segments to maximize the launch
With the following focus and objectives in mind,
we developed a strategy that will lead to a unique, successful and
memorable boutique launch for Hermès:
- Develop a campaign to support the launch of
the new Hermès Boutique for Men
- Generate excitement and desire around the launch
of the Hermès Boutique for Men
- A series of web banners featuring the ‘Hermès
Man’ using typical NYC modes of transportation to make
his way to the new boutique for men at Madison and 62nd street.
- Recommend an in-store experience to enhance the
current relationship between Hermès and their customers
- Boutiques will set aside scarves and ties
for customers to freely touch, try on and discover different
ways of wearing. These scarves and ties will not be sold but
rather reserved for in store use.
- Generate new product ideas that capture the uniqueness
of Hermès and NYC
- A messenger bag for the urban man that will
be sold exclusively in the boutique for men in NYC. The bag
will feature different options for silk lining using patterns
from artwork created by local artists.
- Plan the boutique launch event to celebrates
the first Hermès Boutique for Men
- An exciting and sexy escape to the world
of Hermès in the middle of Madison Avenue
The Hermès Project Team – Columbia
Executive MBA Program
Julie Dao
Yoonsun Kang
David Legziel
Jessica Lin
Jenny Rush
Sourabh Singhal
Dana Snyde
Kirti Srikant
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