Analysis on the Marketing Strategy of Hermes
- 10.2991/aebmr.k.210601.045How to use a DOI?
- Hermes, 4p model, Luxury brand, Marketing strategy
The success of Hermes as the world’s largest luxury jewelry brand depends in large part on its proper marketing strategy. This paper will analyze Hermes’ marketing strategy in terms of product, price, sales channels and marketing techniques according to the 4p model. Hermes has ensured its high-end status by the workmanship of its products and limited its target sales group with its smart pricing. Since the brand has achieved the purpose of proving its status against the upper class of society, it is known as a product sought after by the upper class even though it is expensive. Hermes did little to advertise its products, but was able to maintain a steady flow of sales, which helped it successfully save money on publicity.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yihan Wang PY - 2021 DA - 2021/06/02 TI - Analysis on the Marketing Strategy of Hermes BT - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021) PB - Atlantis Press SP - 268 EP - 272 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210601.045 DO - 10.2991/aebmr.k.210601.045 ID - Wang2021 ER -