Pierre Hardy, The Creative Director Of Hermes, Talks About Brand Marketing: Shopping Experience Is Very Important.

The reputation of Pierre Hardy, which has never been advertised, may not be very loud in China. But for most senior fashion fans, there is no Jimmy Choo or Christian Louboutin in their shoe cabinet, but at least there will be a space belonging to Pierre Hardy.

In 1985, as an illustrator, he worked for the Italy version of Vanity Fair and Vogue Hommes International. The Paris man who studied art and studied modern dance at Paris Higher Normal College (Cole Normale Sup rieure) has devoted her devotion to dance and design.

In three years after working for the Dior shoes series, Pierre Hardy became the creative director of the Herm shoes s series (Herm) in 1990. So far, she has been the creative director of the jewelry department, and has designed the Jour d Herm s perfume bottle in 2013.

In addition, Nicolas Ghesqui re played a role in the Balenciaga era, and Pierre Hardy collaborated with a lot of impressive women's shoe design works, such as those in 2007.

The Lego Pierre toy shoes (Pierre Hardy) introduced Nicolas Ghesqui re re into Balenciaga, and they had a relationship of about seven years ago.

This year, Mr. Pierre Hardy, who is sixty years old, keeps an excellent figure. He is very witty and interesting in conversation. He seldom speaks in public. Although he worked for decades at the age of Herm s, a senior harness, he said he was allergic to horses. He had never ridden a horse, hunting or even going to the suburbs. He thought that a picture of a horse was enough, and imagination was more important.

The Pierre Hardy brand was born in 1999, but so far, only three of its boutique stores are located in Paris, New York and Tokyo.

Last month, the brand announced the online sale service of the official website of the United States, and Mr. Pierre Hard also shared with the media about his views on online sales, social media and instant TV.

Online sales

"Because Pierre Hardy is still an independent, small-scale operation brand, and only one shop in New York is in the US area, the online sales channel of official website helps us to promote and sell in the whole us.

But to tell the truth, I personally rarely buy online, except for online performances and Exhibition tickets.

I am a firm store consumer.

Therefore, boutique shopping experience is still important for our brand.

Social media

"I am not very enthusiastic about social media. I have a Instagram account, but I have never sent any pictures.

I am very lucky to have a team to do this.

Social media is a way for people to communicate and share, because we are all curious and sharing is one of human nature.

But at the same time, its popularity has caused a lot of unnecessary information accumulation.

But in addition, it is for the talented people who may not have the chance to display their abilities in the past.

Show is buy

"I am happy to bring fresh feelings to our customers, but the mode of buying shows is not practical at a sustainable level.

Before launching the new series, we need to spend months designing, testing, correcting and improving, and we need time to produce them.

Unless you can control the whole industry chain in all directions, you are talking to yourself.

I don't think that show buying is a desirable model for today's luxury goods and fashion industry.

Color preference

"I only like black and red. I hate it.

And designs, I never wear them personally.