Analysis on the Marketing Strategy of Hermes

DOI

10.2991/aebmr.k.210601.045How to use a DOI?

Keywords

Hermes, 4p model, Luxury brand, Marketing strategy

Abstract

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.

Copyright

© 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/).

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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  -