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.