Segmenting and Targeting Markets

Hermes has been known of it heritage for over 100 years. The main market of the company is focused on women' collections including bags, accessories, scarves, perfumes, shoes and jewelry. It has also creates collections for men and kids which have also been successful because people believe in its quality and how Hermes could give you a social status. The main target is women because women are majority of consumers. women make up more than 80% of consumer purchases. That when gender segmentation comes to play especially in a luxury market. Women always find ways to make themselves look better. After successfully conquered loyal women customer.

Hermes launches their men collections that includes suits, ties, shoes, belt, and perfumes to create a new market segmentation of its brand. The most recognizable products or best seller are ties, wallet, shoes, and belt. The Items mostly have Hermes logo on it and that gives away the price of the product when people see them. The upcoming Men's Fall collection 2015 will focus on polished mood with refined yet relaxed outfits mood. Their product are always made with the most extravagant materials such as; double faced cashmere, Scottish plaid madras, baby lamb glossy skin. This is what unique about Hermes besides everything is made by hands. Men customers do not only buy for themselves, but for their women as well. That is why they play a big role in Hermes marketing.
Geographic Segmentation
Hermes have 150 stores worldwide and 2 main stores in Manhattan which are located on Madison Ave and Broad St. in Financial district. Hermes chooses locations where high income individuals and families reside. Yet, these  stores are also nearby tourist attractions. With the high buying power, Hermes will able to sustain their expenses.