Hermès (Audio)
In luxury, there’s Hermès… and there’s everyone else. Stewarded by one French family over six generations, Hermès sells the absolute pinnacle of the French luxury dream. Loyal clients will wait years simply for the opportunity to buy one of the company’s flagship Birkin or Kelly bags. Unlike every other luxury brand, Hermès:
Doesn’t increase supply to meet demand (hence the waitlists)
Doesn’t loudly brand their products (IYKYK)
Doesn’t do celebrity endorsements (stars buy their bags just like everyone else)
Doesn’t even have a marketing department! (they barely advertise at all)
And yet everyone knows who they are and what they represent. But, despite all their iconoclasm, this is not a company that’s stood still for six generations. Unbeknownst to most, Hermès has completely reinvented itself at least three times in its 187-year history. Including most recently (and most dramatically) by the family’s current leaders, who responded to LVMH and Bernard Arnault’s 2010 takeover attempt by pursuing a radical strategy — scaling hand craftsmanship. And in the process they turned the company from a sleepy, ~$10B family enterprise into a $200B market cap European giant. Tune in for one incredible story!
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Visuals for:
Haut a Courroies, the “high-belted bag” to carry saddles and boots
https://images1.bonhams.com/image?src...
Chaine d'ancre, “Chain of anchors”
https://assets.hermes.com/is/image/he...
Jeu des Omnibus et Dames blanches, “White ladies at play”
https://i.pinimg.com/originals/61/ac/...
Screen printing each color on a scarf individually
http://3.bp.blogspot.com/-QjlwKL9D4MU...
The Hermès oranges
https://blog.fashionphile.com/hermes-...
Sac à Dépêches (today: the Kelly Bag)
https://www.hermes.com/us/en/content/...
Grace Kelly photo in LIFE Magaine
https://i.huffpost.com/gen/1457564/th...
Steps to sew a saddle stitch
https://2.bp.blogspot.com/-aaLc5iBboX...
The Birkin Bag
https://www.hermes.com/us/en/content/...
Pettit h
https://www.hermes.com/us/en/category...
Links:
The saddle stitch (video)
• Hermes - Craftsmanship
Inside the Saddlery at the Faubourg
https://www.thedashingrider.com/herme...
Hermès 2022 Annual Report
https://assets-finance.hermes.com/s3f...
Axel Dumas Interview
• Axel Dumas, CEO of Hermès, at Les Mardis d...
All episode sources
https://docs.google.com/document/d/13...
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