It has been said that the first generation creates wealth, the second consolidates it and the third squanders it.
Hermes, the favourite bastion of Parisian good taste, not only bucks the trend, but is also a notable exception to the maxim.
Founded in 1837 as a saddlery by Thierry Hermes, the family-owned French luxury house, with its old-world elegance, holds an enviable and unchallenged position at the pinnacle of the luxury sector. Sales are still seeing an increase; and Mr Axel Dumas, chief executive of Hermes since 2014 and a sixth-generation member of the founding family, is not resting on his laurels.
The secret to Hermes’ success?
Their deep commitment to craftsmanship – its raison d’etre.
“In the long term, the client knows there has been no compromise and, because of that, we have built a loyal pool of clients who have stood by us all these years.”
Craftsmanship is important to Hermes. It employs more than 2,500 leather artisans – Mr Dumas calls them “the backbone” – in 14 ateliers across France. New craftsmen are individually trained up for about 2 years by existing craftsmen themselves.
At the Parisian suburb of Pantin where the leather atelier is located, more than 340 artisans continue to handcraft leather goods the same way it has been done for more than a century. For example, it still takes one artisan about 15 hours to make a bag employing a classic saddle stitch that has been in use since the 19th century. After the leather is cut, each worker is responsible for his bag, seeing it to finish. Upon completion, the inside strap is stamped with the number of the workshop, the year it is finished and the craftsman’s serial number. If the bag is damaged in use, a customer can send it to the same craftsman for repair.
With demand far outstripping supply, it would be logical to assume that this results in the brand’s exorbitant prices and its legendary waiting list.
“Our products are prized for their craftsmanship and authenticity. The artisans put their heart and soul into them and when a client buys them, they buy a bit of Hermes,” says Mr Dumas.
The allure of Hermes is distinctive – from fashion to watches to fragrance, the Hermes DNA is inimitable. It sends out a highly consistent message of what it stands for, which is old-school luxury that is discreet and elegant.
This more than proves one thing: when you’re consistently good in what you do, you’ll get there eventually. The fact that the brand enjoys such success – even without a marketing department! – speaks volume of how the best marketing is being true to your style.
And perhaps that’s something we can apply to how we do things, too.
By Lionel Seah, The Straits Times, 26 May 2016
Related articles:
The Revamped Hermès Flagship Store In Singapore Is Now Open And It’s Absolutely Beautiful
Luxury Home Prices In Singapore At A New Low: Is It Time To Buy?
The 3 Best Online Shopping Fashion Websites No Matter What Your Style Is
The Best Style Hacks For Surviving Singapore’s Hot and Humid Weather
