- 2018-09-27
Hermes: Let all products be refined and beautiful
French luxury brand Hermes (Hermes) released its financial report on March 21, 2018, stating that its net profit in 2017 increased by 11%, and revenues in all regional markets have increased. The company's 2017 net profit increased from 1.1 billion euros in 2016 to 1.2 billion euros, meeting market expectations. Recurring operating profit increased by 13% to 1.9 billion euros.
In the early years, Hermès was famous in Paris, France for manufacturing high-end harnesses, and later launched bags, clothing, scarves, perfumes, enamel accessories and household items, making the brand more comprehensive and diversified. It is the consistent aim of Hermès to make all products perfect and beautiful and impeccable.
The 14 series of products owned by the brand, including leather goods, bags, silk scarves, men's and women's clothing series, perfumes, watches, etc., are mostly handmade. It is no wonder that some people call Hermès products as deep-minded, noble and rich in content. , Exquisite work of art. Hermes boutiques allow the world to return to the embrace of traditional elegance.
Based on the principle of high-end and high-quality
The Hermès brand image is established on its consistent high-end, high-quality principles and unique French relaxed style. On this basis, it incorporates popular factors. This is the reason why the product is always attractive. Maintaining classic and high quality, combining first-class craftsmanship, durable and practical performance with simplicity and elegance, Hermès is not only a symbol of identity and status, but also known as a fashion that can never be out of date. .
Hermès is now led by the 52-year-old creative director Pierre-Alexis Dumas, the sixth generation heir of its founder. He once said: "My job is to continue Hermès's powerful creativity, to cultivate meticulous spirit and imagination...Let these values have an impact."
"This is the spirit of Hermès," he said.
The focus on meticulous mental imagination and creativity, these values are the characteristics that make Hermès different from its competitors, which is what corporate executives refer to when discussing "Hermès culture". In a world full of assembly lines for the production of Chinese-made handbags, Hermès insists on hiring craftsmen in France to sew each Kelly and Birkin by hand.
Although most of its competitors buy rolls of pre-woven silk from China, Hermès still uses silk from its sericulture farm in the mountains of Brazil, and then weaves them into silk in Lyon; Although most of its competitors subcontract perfumes to large laboratories that also develop food aromas and detergent aromas, Hermès has a full-time perfumer who works in Grasse, the world's perfume capital in southern France. Grasse) The laboratory in the nearby home mixes each new perfume.
Attention to detail and focus on completeness have enabled Hermès to continue to succeed, even in the most severe period of the financial crisis, when most major luxury brands were hit hard by the decline in sales in the luxury goods industry, and several well-known companies went bankrupt. , Hermes' sales rose against the market, and the increase was not small. Its sales in 2008 and 2009 increased by 8.6% and 8.5% respectively; operating income in 2009 also increased by 3.1%.
The global luxury industry output value exceeds 200 billion U.S. dollars
Today, the luxury goods industry is an industry with an annual output value of more than 200 billion U.S. dollars, and the main market participants are listed companies. The leader among them is the Moet Hennessy-Louis Vuitton Group, which includes more than 60 major brands, including Givenchy, Fendi, Guerlain and Moet & Chandon, etc. .
Patrick Thomas, the former Chief Executive Officer (CEO) of Hermès, once said: “Hermès and Louis Vuitton belong to the two extremes of the culture and luxury goods industry. We are handmade and creative, and strive to produce the most exquisite products in this industry. The products. The craftsmen have poured their emotions into the handbags they make. When customers buy such a handbag, they also buy some of the values of Hermès."
He further stated: “Hermes has been managed by the same family for six generations, which gives this company something that other companies do not have. Our struggle with Louis Vuitton has nothing to do with the economy, it is a cultural battle. . We are trying to do wonderful things, and we have also made very good financial gains, and we must protect this."
Thomas is the chief executive officer outside of the first family member in the history of Hermès for more than 180 years. Mainly due to the continuous market demand for its leather goods regarded as first-class by fashion experts, Hermès has flourished.
Hermes' most sought-after products are the Kelly bag starting at $8,450 and the Birkin bag starting at $8,850. Although Hermès handbags are expensive, they are not only a dream thing for everyone, but also a collection object. According to legend, Victoria Beckham, wife of former United Kingdom star David Beckham, owns more than 100 Birkin bags with a total value of more than US$2 million.
The first process of creating a Hermès handbag starts with the cobbler, who inspects and cuts each piece of leather by hand. Axel Dumas, the current chief executive officer of Hermès, once said: "How quality can't escape the eyes and hands of the craftsman. That is the fineness. It is operated by one person."
Every craftsman has all the accessories needed to make a bag from start to finish, including zip lock hardware linings and leather cords for piping. These craftsmen make three or four bags of the same style and color at a time, all made by hand inside and out. Only the zippers and inner bags are sewn by the machine.
A workshop director of the brand said: “It is a truly traditional technique. Whenever someone asks me what has changed in the 30 years of working at Hermès, I will answer'Nothing has changed'. People will Changes, but the craftsmanship will not change."