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Hermès
Acquired
The Strength and Weakness of Hermes's Brand Strategy
Hermes has maintained the strength of their brand by being protective, upholding their promise, and keeping mystique alive for over a century. However, this strategy became a weakness as the fashion world evolved. In the late 1970s, consultants suggested Hermes follow Gucci's strategy by outsourcing, increasing products, and lowering prices. This advice goes against Hermes's brand ethos, leading to the establishment of a corporate policy against hiring consultants, known as 'anti-love marketing number 19' in their luxury strategy.
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