The Marketing Environment

Hermes products are targeted to men and women with an exceptional taste. Not only Hermes has emerged as the most ascendant company in the $300 billion luxury market, Forbes also listed this 177 years old company as the world's 13th most innovative public company. Hermes is definitely focusing on their marketing in the new up and coming market in China as they have the most buying power.

Victoria Beckham with her Kelly bag

Victoria Beckham with her Birkin bag

Kim Kadashain with her Birkin bag

Marketing Environment Factors

Hermes has always postponed itself as a brand with strong heritage through the long history if its family which is still own and operate the company today.
Its marketing strategy is to be a unique and highly exclusive luxury brand, so mass production is not the key. As well as it only targets elites and affluent consumers who can afford their product and appreciate the luxury. According to their pricing strategy, it limits access to the brand following specific association with product characteristics. For these reasons, Hermes is not available to every market channels to maintain its exclusivity. Although it offers online retails, but exclusive products such as Kelly and Birkin bags are only available in the stores because they need to be preorder.

In 2013, Hermes Sport Life Clothes with a premium luxury goods to show their consumers that they can also look elegant and stylish while playing sports. Hermes also seeks younger consumer through social media like Facebook by posting videos of new collections, commercials, and related events. Hermes also achieves to reach young segment with contemporary comfortable collection for everyday use.