Hermes. Post a 100 word comment outlining your understanding of the positioning, objectives and place in an annual promotion plan of the Hermes scarf catalogue discussed in class. Also, why do you think this media option was chosen by Hermes?
Hermes is a high end fashion brand. The idea of placing this brand and similar brands of this nature in the market must seem effortless. The idea behind this is chosing their target market and inviting them to view their range. The consumers of this nature need to feel the idea of exclusivity. Luxury brands even though appearing as though their advertising is effeortless spend a high amount of money on advertising. Advertising must always depict the product being sold. For example the promotional item will be on a better paper with coloured printing and other creative ideas again to depict their product. In this case it is a high end fashion brand therefore the promotion must interpret that. A brand such as Hermes will never have discounted stock advertised to their target market so their brand can always appear classic and the money being spent is on a product that is season less.
Hermes is positioned as a high status, upper class and exclusive label.
A major promotional objective of Hermes would be to maintain this image while also making their customers feel a part of this exclusive club.
The scarf catalogue was probably lower down on the promotional priority list, because a believe the catalogue was sent to the less-regular customers of Hermes.
Regular customers would be higher ranked and would receive more correspondance from Hermes. I see the scarf catalogue as 'touching base'with less-regular customers, making them feel that they belong and trying to draw them back into the store.
I think that this media option was chosen by Hermes as it builds on the image of exclusivity, as well as creating the illusion of a personal relationship with the label. Also, this media option gives Hermes a wide choice of creative design options.
Hermes is a very exclusive and upper class brand of scarves. The idea behind the expensive, yet effective promotional tool is to mainatin that reputation with this flashy, direct mail piece.
I think their objective with this media tool was to make their target audience feel special and a part of the exclusive Hermes club.
I think that instead of them spending thousands and thousands of dollars on advertising in publications such as Vogue, they have gone a more personal approach with their customers, in an attempt to make them feel important.
In order to remain a very exclusive and superior product, I don't think Hermes would ever chose a sales promotion as means of boosting sales. They would never have to do the whole discount off because their consumers are more upper class.
Hermes is a flashy, high end, expensive brand of scarves.
So their promotional material needs to meet the same standard to maintain a certain image.
The way the scarf catalogue was set out suited the target market very well, and had the same standard as it showed class.
Customers that regularly vist the Hermes stor would be ranked more highly and be sent more promotional material, as they would be highly valued.
This way of communicating was chosen by Hermes, becasue it shows prestige and exclusiveness.
Hermes don't have discount sales, so there's no market for people that aren't "Toorak Mums", with high disposable income, as the scarves are quite expensive.
The way the mail was sent out wasn't mass communicating, and had a more personal touch
Hermes has positioned itself in the market place as a brand that a most of us won't be able to afford.
The reason that Hermes decided to do a direct mail out is simple. It can choose who their clients are.
Scarves aren't that fashionable, but this medium may have been chosen, because these specific clients may have been once-off buyers of Hermes, a treat for themselves or a loved one.
Hermes doesn’t design their products for everyday people, Hermes’ products are outrageously expensive for a reason, it’s all about the exclusivity. Hermes promotes their products to people who have the money.
Their objectives are obvious, if they can choose who their clients are, Hermes, as a brand, will remain a high-end, and exclusive brand to those with the money.
Hermes is an exclusive, boutique scarf label that positions its brand to the upper class with a high disopsable income.
Hermes have used this promotional tool to send direct mail to customers who they know have bought a product in the past. Their mentality would be if they could afford it then, why not now?
Hermes have used an approach that will personalise the message and make the recipiants feel exclusive.
Hermes is well aware that the general consumer will not be able to afford their product. This is a clever way of reaching a small audience and maintaining the exclusiveness of the brand.
The objective of the promotion is to attract customers who will make a purchase.
Hermes is positioned as a high fashionable brand of scarves for exclusive and upper class.
The objective of using the catalogue to promote its products probably would be to maintain Hermes’ image and brand royalty as well as make its target audiences look special and exclusive with personalize message.
For an annual promotion plan, I think Hermes tries to reduce the promotional cost and use another option that can extend its target audiences and more effective. As well as more creative.
I think the main reason that scarf catalogue was chosen to be Hermes’ promotion option is it’s a powerfully illustration. With creative and luxury design, it shows exclusiveness, what exactly its target groups are, and how it makes them look special.
Hermes is considered to be a very luxurious brand; its name is linked to products of excellent quality and very high prices, for very simple products.
Hermes has an obvious objective, which is to sell their products to their chosen target markets. This is why they chose the direct mail out, to promote their scarves and accessories to these specific target markets, this gives the buyers of their products the feel of being fashionable, and being personally chosen by Hermes to represent the brand in Australia.
The ultimate objective of Hermes is to appeal to a section of the market with a large amount of disposable income; these people tend to be the trendsetters in their generations.
Once Hermes has attracted a particular section of the market, their products will become the 'must have’ of the season.
Hermes products are exclusive luxury items and aim to emphasise in their promotional strategy that they take pride in being high quality and authentic. To encourage sales amongst customers who are not purchasing regularly they sent them a copy of their catalogue to make them feel special; the type of person Hermes wants wearing their products. Being a high end designer product Hermes would not offer any of their range at any kind of discount as this would displace their up market positioning. The catalogue’s role is to increase sales, however, to the potential customers it presents itself as an invitation to be part of a select group and something exclusive.
Hermes is part of an organisation of high fashion brands which belong to a highly competitive market place. Promotional strategies are aimed at a target market who posses a large disposable income. Due to the competitive nature of these brands, promotional strategies are not your basic common advertising campaign.
Those behind the scenes of such a company as Hermes take months to create an imaginative, unique concept that goes right outside the box. This concept usually takes upon a specific theme which correlates to the latest product. In this case the theme is dance.
The direct mail option is an example of a strategic move that is part of a much broader picture. The catalogue is aimed at providing customers with a visual, a tool which then interrelates with the large scale media launch with the Australian Ballet and the media attention which then followed. The plan seems to be to create‘hype’ about the latest Hermes range and then present consumers with what is available to purchase. Obviously many clients will see and hear about Hermes and consequently be motivated to then purchase Hermes items.
Hermes have positioned themselves as the one of the ultimate brands in the high end price market of designer fashion scarfs.
They release an annual promotional plan to increase the already high perception of the quality of the product that they are selling, with the hope to increase sales from the creativeness of the promotion.
I believe that they have taken on the option of direct mail because it is a tangible item. Most people are sitting in front of computer screens all day to receive a beautiful envelope that looks like a gift may spark a smile in the high purchasing customer base.
Hermes, like many other luxury brands, is perceived as an elite club where the members are few but loyal. Hermes is best known for its silk scarves so the scarf catalogue had to have an important place in the annual promotional plan. It is a way to invite its regular clients to the store to admire the new collection of scarves and at the same time the collection evolving around the theme of dance.
I think that Hermes chose direct mail to address its clients for the only reason that mail is not used as much as it used to be. A lot of promotional material is now sent by email, text messages or via Internet, but rarely followed or complemented by anything in the mailbox. By sending a letter/catalogue, Hermes is saying to its clients that they are valuable and worth the time and effort they put into creating it, almost like a family member or a friend.
Hermes is a product that sits in the high-end of the fashion world, which is a highly competitive market. The promotional campaign that Hermes implements every season requires individuality and strategy. However the most important factor that needs to be addressed is enticing customers to feel important enough to be included in the exclusivity of the brand.
Hermes linked their theme of dance with the direct mail and the launch with the Australian Ballet and the connection serves to create ‘hype’. The Hermes scarves are their most popular but attainable product and the direct mail invites people to be a part of a high-end fashion label.
The promotional campaign would have included a range of different methods however direct mail has been used to hone in on customers on a more personal level. Emails and text messages don’t hold any personal value however receiving a letter in the mail entices customers to believe that they are worth their time. Although direct mail is expensive to produce and distribute, Hermes has used it to their advantage. Hermes has linked the beautifully designed catalogue and envelope to the high quality and much needed fashion accessory of a Hermes scarf.
Hermes is a high-quality brand, selling superior goods. Their objective is to promote the brand making it comparable to Chanel, Dior and Louis Vuitton. The idea of this campaign is that scarves are related to dance. Dance is thought of as being beautiful, individual and expressive. This is the message Hermes associate with their scarves as well. Hermes wants their customers to envision how their lives would be enhanced by owning a Hermes scarf. Sending out a catalogue addressed to customers instead of a mass mail out to selected areas would ensure that wastage is reduced. Individually addressed envelope, with a card resembling an ‘invitation’ makes it appear that Hermes are very selective as to whom they invite to purchase from their stores.
Hermes Paris are a specialist fashion accessory store. They have positioned themself in the niche boutique fashion market. Hermes have studied their market and have worked out the most effective way of communicating their brand to their customers. Personalised sophistication is what Hermes have gone for in their Direct Mail approach. Sending out a self adressed boutique catalogue makes the recipent feel a sense of belonging to their brand. Mass circulation of the Hermes brand would lose the niche value of it so they have decided to send an annual catalogue. The annual Scarfe catalogue is very effective in communicating everything about Hermes brand in one piece of media.
Hermes is considered as one of the top quality brands for fashion accessories and products. For products such as the bag and the scarf, Hermes has put their brand and stamp of absolute quality in their products and the result is a high price.
The obvious objective for any business is to get products to, what they think, are their target markets. For Hermes, it is no exception. Through the means of direct mail, the choice and reason is to directly market and promote their products straight to the consumer.
Hermes would undoubtedly have thought their target market were the rich and the famous as a first choice. The quality of their products are excellent, so why not sell their products to those who must think money, is not an issue?
Hermes is a high quality fashion label that is identified with exclusivity and style. Hermes targets its brand to upper class buyers with high disposable income.
When customers feel they are part of an exclusive group they are more likely to spend. Hermes have chosen to spend a high amount of money on direct mail rather than spending it on advertising or a more basic wide scale catalogue that would usually be sent online.
Its a clever idea and direct mail will build on the exlusivity of the brand. People will open the mail and feel they have been personally selected.
18 comments:
Bianca Lenzo
Hermes is a high end fashion brand. The idea of placing this brand and similar brands of this nature in the market must seem effortless. The idea behind this is chosing their target market and inviting them to view their range. The consumers of this nature need to feel the idea of exclusivity.
Luxury brands even though appearing as though their advertising is effeortless spend a high amount of money on advertising. Advertising must always depict the product being sold. For example the promotional item will be on a better paper with coloured printing and other creative ideas again to depict their product. In this case it is a high end fashion brand therefore the promotion must interpret that. A brand such as Hermes will never have discounted stock advertised to their target market so their brand can always appear classic and the money being spent is on a product that is season less.
By Lauren Trotter.
Hermes is positioned as a high status, upper class and exclusive label.
A major promotional objective of Hermes would be to maintain this image while also making their customers feel a part of this exclusive club.
The scarf catalogue was probably lower down on the promotional priority list, because a believe the catalogue was sent to the less-regular customers of Hermes.
Regular customers would be higher ranked and would receive more correspondance from Hermes. I see the scarf catalogue as 'touching base'with less-regular customers, making them feel that they belong and trying to draw them back into the store.
I think that this media option was chosen by Hermes as it builds on the image of exclusivity, as well as creating the illusion of a personal relationship with the label. Also, this media option gives Hermes a wide choice of creative design options.
Alana Scarce
Hermes is a very exclusive and upper class brand of scarves. The idea behind the expensive, yet effective promotional tool is to mainatin that reputation with this flashy, direct mail piece.
I think their objective with this media tool was to make their target audience feel special and a part of the exclusive Hermes club.
I think that instead of them spending thousands and thousands of dollars on advertising in publications such as Vogue, they have gone a more personal approach with their customers, in an attempt to make them feel important.
In order to remain a very exclusive and superior product, I don't think Hermes would ever chose a sales promotion as means of boosting sales. They would never have to do the whole discount off because their consumers are more upper class.
Mel Evans
Hermes is a flashy, high end, expensive brand of scarves.
So their promotional material needs to meet the same standard to maintain a certain image.
The way the scarf catalogue was set out suited the target market very well, and had the same standard as it showed class.
Customers that regularly vist the Hermes stor would be ranked more highly and be sent more promotional material, as they would be highly valued.
This way of communicating was chosen by Hermes, becasue it shows prestige and exclusiveness.
Hermes don't have discount sales, so there's no market for people that aren't "Toorak Mums", with high disposable income, as the scarves are quite expensive.
The way the mail was sent out wasn't mass communicating, and had a more personal touch
Colin Chan
Hermes has positioned itself in the market place as a brand that a most of us won't be able to afford.
The reason that Hermes decided to do a direct mail out is simple. It can choose who their clients are.
Scarves aren't that fashionable, but this medium may have been chosen, because these specific clients may have been once-off buyers of Hermes, a treat for themselves or a loved one.
Hermes doesn’t design their products for everyday people, Hermes’ products are outrageously expensive for a reason, it’s all about the exclusivity. Hermes promotes their products to people who have the money.
Their objectives are obvious, if they can choose who their clients are, Hermes, as a brand, will remain a high-end, and exclusive brand to those with the money.
Daniel Lawley
Hermes is an exclusive, boutique scarf label that positions its brand to the upper class with a high disopsable income.
Hermes have used this promotional tool to send direct mail to customers who they know have bought a product in the past. Their mentality would be if they could afford it then, why not now?
Hermes have used an approach that will personalise the message and make the recipiants feel exclusive.
Hermes is well aware that the general consumer will not be able to afford their product. This is a clever way of reaching a small audience and maintaining the exclusiveness of the brand.
The objective of the promotion is to attract customers who will make a purchase.
Kris
Hermes is positioned as a high fashionable brand of scarves for exclusive and upper class.
The objective of using the catalogue to promote its products probably would be to maintain Hermes’ image and brand royalty as well as make its target audiences look special and exclusive with personalize message.
For an annual promotion plan, I think Hermes tries to reduce the promotional cost and use another option that can extend its target audiences and more effective. As well as more creative.
I think the main reason that scarf catalogue was chosen to be Hermes’ promotion option is it’s a powerfully illustration. With creative and luxury design, it shows exclusiveness, what exactly its target groups are, and how it makes them look special.
Katie Wong -
Hermes is considered to be a very luxurious brand; its name is linked to products of excellent quality and very high prices, for very simple products.
Hermes has an obvious objective, which is to sell their products to their chosen target markets. This is why they chose the direct mail out, to promote their scarves and accessories to these specific target markets, this gives the buyers of their products the feel of being fashionable, and being personally chosen by Hermes to represent the brand in Australia.
The ultimate objective of Hermes is to appeal to a section of the market with a large amount of disposable income; these people tend to be the trendsetters in their generations.
Once Hermes has attracted a particular section of the market, their products will become the 'must have’ of the season.
Bianca Festa
Hermes products are exclusive luxury items and aim to emphasise in their promotional strategy that they take pride in being high quality and authentic.
To encourage sales amongst customers who are not purchasing regularly they sent them a copy of their catalogue to make them feel special; the type of person Hermes wants wearing their products.
Being a high end designer product Hermes would not offer any of their range at any kind of discount as this would displace their up market positioning.
The catalogue’s role is to increase sales, however, to the potential customers it presents itself as an invitation to be part of a select group and something exclusive.
By Gemma Harris
Hermes is part of an organisation of high fashion brands which belong to a highly competitive market place. Promotional strategies are aimed at a target market who posses a large disposable income. Due to the competitive nature of these brands, promotional strategies are not your basic common advertising campaign.
Those behind the scenes of such a company as Hermes take months to create an imaginative, unique concept that goes right outside the box. This concept usually takes upon a specific theme which correlates to the latest product. In this case the theme is dance.
The direct mail option is an example of a strategic move that is part of a much broader picture. The catalogue is aimed at providing customers with a visual, a tool which then interrelates with the large scale media launch with the Australian Ballet and the media attention which then followed. The plan seems to be to create‘hype’ about the latest Hermes range and then present consumers with what is available to purchase. Obviously many clients will see and hear about Hermes and consequently be motivated to then purchase Hermes items.
Samantha-Jayne Scriven
Hermes have positioned themselves as the one of the ultimate brands in the high end price market of designer fashion scarfs.
They release an annual promotional plan to increase the already high perception of the quality of the product that they are selling, with the hope to increase sales from the creativeness of the promotion.
I believe that they have taken on the option of direct mail because it is a tangible item. Most people are sitting in front of computer screens all day to receive a beautiful envelope that looks like a gift may spark a smile in the high purchasing customer base.
By Karine Pontoizeau
Hermes, like many other luxury brands, is perceived as an elite club where the members are few but loyal. Hermes is best known for its silk scarves so the scarf catalogue had to have an important place in the annual promotional plan. It is a way to invite its regular clients to the store to admire the new collection of scarves and at the same time the collection evolving around the theme of dance.
I think that Hermes chose direct mail to address its clients for the only reason that mail is not used as much as it used to be. A lot of promotional material is now sent by email, text messages or via Internet, but rarely followed or complemented by anything in the mailbox. By sending a letter/catalogue, Hermes is saying to its clients that they are valuable and worth the time and effort they put into creating it, almost like a family member or a friend.
Lauren Zammit
Hermes is a product that sits in the high-end of the fashion world, which is a highly competitive market. The promotional campaign that Hermes implements every season requires individuality and strategy. However the most important factor that needs to be addressed is enticing customers to feel important enough to be included in the exclusivity of the brand.
Hermes linked their theme of dance with the direct mail and the launch with the Australian Ballet and the connection serves to create ‘hype’. The Hermes scarves are their most popular but attainable product and the direct mail invites people to be a part of a high-end fashion label.
The promotional campaign would have included a range of different methods however direct mail has been used to hone in on customers on a more personal level. Emails and text messages don’t hold any personal value however receiving a letter in the mail entices customers to believe that they are worth their time. Although direct mail is expensive to produce and distribute, Hermes has used it to their advantage. Hermes has linked the beautifully designed catalogue and envelope to the high quality and much needed fashion accessory of a Hermes scarf.
Linda Matthews
Hermes is a high-quality brand, selling superior goods.
Their objective is to promote the brand making it comparable to Chanel, Dior and Louis Vuitton.
The idea of this campaign is that scarves are related to dance.
Dance is thought of as being beautiful, individual and expressive. This is the message Hermes associate with their scarves as well. Hermes wants their customers to envision how their lives would be enhanced by owning a Hermes scarf.
Sending out a catalogue addressed to customers instead of a mass mail out to selected areas would ensure that wastage is reduced. Individually addressed envelope, with a card resembling an ‘invitation’ makes it appear that Hermes are very selective as to whom they invite to purchase from their stores.
Clayton Jones
Hermes Paris are a specialist fashion accessory store.
They have positioned themself in the niche boutique fashion market.
Hermes have studied their market and have worked out the most effective way of communicating their brand to their customers.
Personalised sophistication is what Hermes have gone for in their Direct Mail approach. Sending out a self adressed boutique catalogue makes the recipent feel a sense of belonging to their brand. Mass circulation of the Hermes brand would lose the niche value of it so they have decided to send an annual catalogue.
The annual Scarfe catalogue is very effective in communicating everything about Hermes brand in one piece of media.
Bernard Wong
Hermes is considered as one of the top quality brands for fashion accessories and products. For products such as the bag and the scarf, Hermes has put their brand and stamp of absolute quality in their products and the result is a high price.
The obvious objective for any business is to get products to, what they think, are their target markets. For Hermes, it is no exception. Through the means of direct mail, the choice and reason is to directly market and promote their products straight to the consumer.
Hermes would undoubtedly have thought their target market were the rich and the famous as a first choice. The quality of their products are excellent, so why not sell their products to those who must think money, is not an issue?
Luke Morris
Hermes is a high quality fashion label that is identified with exclusivity and style. Hermes targets its brand to upper class buyers with high disposable income.
When customers feel they are part of an exclusive group they are more likely to spend. Hermes have chosen to spend a high amount of money on direct mail rather than spending it on advertising or a more basic wide scale catalogue that would usually be sent online.
Its a clever idea and direct mail will build on the exlusivity of the brand. People will open the mail and feel they have been personally selected.
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