carolyn pettis

Hermes is a designer French label, expensive in price and has a designer reputation to withhold. It is positioned at the wealthier sector of society.

An objective of Hermes in its promotional plan would be to sustain its reputation and image in its target market. Hermes is a distinctive and exclusive brand, no promotional or publicity plan should detract from their “exclusive” image.

The annual promotional plan of the Hermes scarf catalogue was aimed at reaching its target market and was done so by a direct mail piece to previous Hermes customers. The direct mail piece I believe is successful in the sense that it reached out to purchasers of the product. The catalogue was a reminder of the brand to these people and that it now has a new range. The receivers of the mail piece were to feel exclusive and significant for receiving the catalogue…a special Hermes club feeling.

The direct mail piece should only be one element of the promotional plan. It was a successful promotional tool to reach people who had purchased Hermes products before. The plan would need to include other ways to extensively reach a wider section of the target market.

This media option would have been chosen by Hermes as it was a sure bet that the people who received the direct mail piece would be interested in receiving information on the new range, as they had previously purchased Hermes products or scarves before.