Hermes Is Not Suitable For Show Offs

Pan Shiyi, a real estate developer, wrote in one of his microblogs, "When they mentioned Hermes , I think of gmm (Guo Meimei). How can we not associate like this? "

This is the image Waterloo Hermes encountered in China recently, but it has nothing to do with its product quality. In the West, it has always been regarded as the "last noble" among the top clothing brands, and the upper class is proud to have its "H" logo. But in China, Hermes, especially its Birkin bag, like many other brands, has been regarded as a sign of showing off wealth. In order to own a Birkin bag, people will spend thousands of yuan to buy a copy. People often joke that the number of Birkin bags owned by Chinese people far exceeds the production of this bag in France. However, Hermes cannot refuse young female clients like Guo Meimei and You Yixi.

At the beginning of September, Hermes held the biggest show this year in Beijing men's wear It has been announced that this brand has held two large-scale fashion events in China in three years. They release fashion in their hometown Paris, usually only once every two years. The activity site was ingeniously arranged, and the light bulbs suspended in the sky made the indoor people feel as if they were in the starry wilderness. Hermes products are all arranged under the "starry sky". The organizers also copied the miniature landscape of Paris city to the scene. You can clearly see the Eiffel Tower at a glance. Hermes men's products hats, leather accessories, bags, clothing occupy different display areas, People at the event can enjoy these watches, handbags, cigar boxes and so on which are regarded as works of art from a close distance.

Because it is a men's wear release, there is no Hermes product that can be recognized at a glance. In fact, Hermes was initially famous for its completely handcrafted and low-key products. Even in an age when ordinary Chinese people can distinguish Birkin from Kelly, Hermes still produces leather bags for a few people every year, but not every bag has a Guo Meimei as a spokesperson to make the public familiar. In fact, none of luxury goods is mainly for practical purposes, but they are all used to highlight status. Just some brand Implicit, some publicity. Florian CRAEN, Managing Director of Hermes North Asia, said in an interview with our reporter, "Consumers are diverse, some are cautious and low-key, some are publicity oriented. But Hermes is not suitable for those who like to use us to show off. Such consumers should buy brands with more obvious fashion labels."

But for young people, they obviously want people to know what kind of bag they are carrying. This is not just happening in China. Young people in Japan, Singapore, Hong Kong and even the whole of Asia are full of fanatical worship of luxury LOGO. Many clothing brands have started to launch youth line products, and fashion magazines have opened special youth editions to teach young people how to dress, which are all based on young people's consumer psychology, but Hermes has not yet planned to do so.

In Sandra Bullock's hit movie "Fake Marriage" a few years ago, as the female editor of the publishing house, she followed her editors to a rural town. The large Hermes Birkin in her hand as a carry on bag did not repel the audience at all. The Financial Times specifically mentioned this handbag when evaluating the film, It is believed that the lines and toughness of this handbag can only be controlled at a certain age, and the two will also set off each other. The young people's temperament was not considered in its design; The precious animal skin used in its production has determined the price of each bag to be more than 10000 yuan, which is far from affordable for young people. In China, whether Guo Meimei or Youxi, who will notice them when they stand with Hermes?

Florian CRAEN believes that only older people will pay more attention to the quality of products, rather than devote all their energy to the fashion. "Hermes is not interested in leading the fashion trend. We do not do fashion, nor are we a fashion company. We do quality. If a person has not experienced time, he will not understand the meaning of quality across time."