Sharene Macdonald

Hermes is a European designer label. It targets its fashion at the affluent consumer and high society.

This designer aims is to promote its image as upmarket, exclusive and unique. Hermes strategy is to remain strongly competitive and uphold its reputation in the elite-end of the fashion industry.

To sustain its objectives, Hermes must carefully plan and execute its seasonal promotional campaign to its target audience. A technique Hermes has chosen was direct mail, producing a glossy and sophisticated quality brochure displaying a range of distinctive and attractive scarves. The brochure demonstrates the many ways this accessory can be worn and it reflects the elegance and grace of the label’s image.

The mail list is usually compiled by retaining the addresses of past customers on store databases. Hermes has seen the value of personally addressing their brochure to make the recipient feel “special” and important.

Hermes would need to use other techniques of promoting their products in addition to direct mail to increase their customer base and achieve sales targets. Direct mail has been used in their promotional plan as it has been a successful method for them. It serves as introducing the new line of fashion to customers who have previously purchased or shown interest in the designer’s range.