Hermes visual-merchandising
18
Final Presentation for Visual Merchandising Juliana GRUBER Alba ROMERO VILLA For Soline D’ABOVILLE 17th June 2014 IMLB Intake 2
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Transcript of Hermes visual-merchandising
Final Presentation for Visual Merchandising
Juliana GRUBER!Alba ROMERO VILLA!For Soline D’ABOVILLE!17th June 2014!IMLB Intake 2
Brand overview• Legendary French luxury goods house created in 1837, known for its
famous silk scarves.!
• The Iconic Kelly bag made its great appearance in 1956 after Grace Kelly used a large crocodile handbag to hide her pregnancy;!
• In the 70s, Hermès launched the first women's shoe collection and the first complete men's ready-to-wear collection;!
• In 1984 the actress Jane Birkin replace her ols straw purse with a leather Hermès, and the model become the named Birkin continues until today the longest waiting list of any luxury accessory—about six years;!
• The brand also has a complete home line, bed and bath linens, furniture, silverware, crystal and porcelain, office accessories, and baby gifts.
OFFLINE: Rive Gauche flagship Store
FRANCE FLAGSHIP STORE (2011)!17, rue de Sèvres 75006 Paris
• 1470 m2 of surface: shopping space, tea salon, flower area, prescription space.!
• A city historical monument that was once home to the Lutetia swimming pool, example of the Art Deco years.!
• In line with today’s core values of the brand: patrimony, modernity, know how and creation. By doing that the maison focus on respecting, maintain the spirit and reverence what came before; but bringing something modern and new. !
• “The idea was to develop a harmonious dialogue between the origins and the present. The aim was to restore a place that was naturally timeworn but also massively transformed in the mid- 1970s, to make it suitable for public use. We wanted to bring out the qualities of the existing architecture and recapture the spirit of the 1935 swimming pool, while offering a very modern expression of the Hermès spirit at this Left Bank location.”
ONLINE: e-commerce site
ONLINE: e-commerce site
ONLINE: newsletters & online campaigns
ONLINE: newsletters & online campaigns
WEBSITE CONCEPT !
(coherence between offline and online strategy)!
ASSORTMENT!
BUYING EXPERIENCE!
PRICE!
LOGISTICS!
SECURITY !
COMMUNICATION!
Problematic: milestones of digital strategyTargeting a younger audience!
Engaging new consumers - entry products
Difficult to navigate
Contrary to most used practices
Clustered
Not user friendlyfew images
out of stocksize availability!
Childish design
No headlines
No news hierarchyhardly text content
narrowed products selection
no creating buzz, neither community
poor zoomno videos
COMPETITORS: best integration practicesEUROPE FLAGSHIP STORES
Recreating online experience in store
http://youtu.be/pBnz8NBpEDc
Dior interactive videos
Louis Vuitton stairs Chanel iPad catalogues, stock info
Digital integration in store: proposals (I)
!• AIM: !
Promote twice a month in the store a virtual Horse Racing to the prestigious customers, where they can watch the horses parades and make their races. !
• HOW? !Online and offline discussions.!It will be shown at Hermes cafe the most important racing that are happening all over the word, on real time. At this moment, the ! core customers are invited to watch the parades, makes their analysis and finally discuss the race. !
• WHY? !Create experience and straight relationship with the customer.
(I) Horse Racing Club
Digital integration in store: proposals (I)
!
• THE MELBOURNE CUP (Australie)!
• THE KENTUCKY DERBY (USA)!
• THE ROYAL ASCOT (England)!
• THE GRAND NATIONAL (England)!
• THE PREAKNESS (USA)!
• BREEDERS CUP (USA)!
• BELMONT STAKES (USA)!
• PRIX DE L’ARC DE TRIOMPHE (France)!
• DUBAI WORLD CUP (Arab Emirates)
(I) Horse Racing Club
Digital integration in store: proposals (II)store!
• AIM:!To solve one of the main problems for the store in rue de Sèvres, as architecturally and decorative is difficult to direct traffic so visitors do not miss key products and categories. !
• FUNCTIONALITY: !Stock: Let customers check stock availability in store, being able to order directly their sizes to try on; online and nearest shops. !Information: detailed product features and care recommendations, videos and images, informations, online and nearest shops.!
• COMMUNICATION TOOL:!iPads in the tea salon & library: brand content and know-how.
(II) iPads in store
Digital integration in store: proposals (III)d!
• AIM: !Display aside the main products the manufacturing process, to enhance the savoir-faire of the house!
• WHY? !Educate and make the customer familiar with the process in order to growth the perceived value of the product and brand.
(III) Les mains d’Hermès
https://www.youtube.com/watch?v=u8U83wPA_ZI
Digital integration in store: proposals (IV)d!
• Projection of different scarfs designs in a blank illuminated carré from Hermès.!
• The visitor can interact, so consumers can get to see all the available range for the season. !
• Located in the entry corridor nearby the scarfs, and maybe in the bookshop with the particularity that visitor will be able to discover the designs archives.
(IV) Carré projections
Digital integration in store: proposals (V)
!
• Lighting effects in store done by artist for special occasions, such celebrating events and honoring key dates for the French maison.
(VV) Lighting art for celebrations
Q&A
