Renowned for its exquisite craftsmanship and incomparable quality, Hermès’ equestrian heritage and youthful exuberance is readily exhibited in its fashion
and leather goods products.
Once Upon a Time…
In an increasingly digital and mobile environment, Hermѐs is looking to launch its mobile app as a means to engage both its core customer as well as
aspirational shoppers. But what form should this take and what functionality should it include? Should it provide color matching, video of the latest
collections, or perhaps an Hermѐs game? Is there another story to tell?
As the quintessential luxury brand, Hermѐs aims to give customers an unparalleled experience. At a time when many luxury apps are mere novelty and fall
woefully short of relevance, how does Hermѐs create an app that users will want to pick up time and time again? A truly relevant app enhances and redefines
the relationship between customer and brand. How does Hermѐs achieve this while at the same time remaining true to its unique values and heritage? And
lastly, how do we launch so that customers will want to pick up this new chapter in Hermѐs history? This is how our tale begins.
“The Carousel Concept”
Think back to when you experienced your first carousel. Perhaps it was at an amusement park, a county fair, or even a birthday party. Can you describe the
happiness and joy you felt on that first delightful ride?
The Hermѐs Storybook app uses a carousel feature as the primary touchstone to deliver various functions (or chapters) to its users. By clicking on the
various horses on the carousel, the user is whisked away to all they might ever desire to know about the world of Hermѐs. One can choose the scarf chapter
and learn about the various scenes and imagery found in each beautiful scarf of the season. Or one may choose the color chapter and see all items available
in that shade to create their own Hermѐs color story. Follow along as carousels descend on New York in 2011 in anticipation of the official launch of the
Hermѐs Storybook app. Please join us as our story unfolds and look forward to experiencing
carousels (and storybooks) again for the first time.
Robert August, Parsons The New School for Design
Meytal Clark, Parsons The New School for Design
Kimberly Jimenez, Parsons The New School for Design
David Kao, Parsons The New School for Design
Christie Lai, Columbia Business School
Melissa Wong, Columbia Business School
Tien Yang, Columbia Business School
Judie Zbeda, Columbia Business School