Hermès, an eCommerce Case Study
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The Retail & Consumer Index
Hermès is a French luxury goods provider that has specifically designed leather, lifestyle accessories, and ready-to-wear fashion since its founding in 1837. Based in Paris, Hermès’ image of careful craftsmanship perfectly illustrates the brand’s mission of gifting the world something beautiful and functional.
The push to digital has the luxury space thinking about how to learn about their customers and provide them with a great user experience as we enter the next great chapter in global commerce. While we’ve heard of Gucci and Burberry’s successes in adopting a strong grip of the online space, it is Hermès who has turned eCommerce into a characteristic of the brand itself rather than another channel.
Hermès made 2017 the year of their digital transformation. As the first brand to launch an eCommerce site in 2001, Hermès always knew the power that came with online dominance and being the best at handling every aspect of its customer journey. More than anything Hermès considers themselves retailers, and that to truly excel in that space, it must handle their operations completely.
Hermès’ move to reconsider their digital strategy and revamp their web design with the corporate website was a sign of new emblematic change to come for luxury. No doubt their long history over ensuring its definitive aura of exclusivity is something Hermès wants to preserve. But it has no qualms about being an equally impressive digital innovator in the luxury space. For Hermès, being the best, most exclusive and coveted brand in luxury and the best provider for a digital experience is not mutually exclusive.
Take its launch of the Le MANifeste d’Hermès website, which acts specifically as a men’s styling solution—something GQ has hailed as a “revolutionary breakthrough in luxury eCommerce.”
Hermès’ investments in mobile advertising target affluent readers of different publications in addition to an active pursuit of online video and visual strategy for different collections in the year. The decision for Hermès to redesign its digital user experience for a greater focus on mobile sent it on a path for exceptional business growth.
“It’s a testament to their capability of emphasis on the human element that Hermès’ online and eCommerce investments are the reason for their fast-growing business segment,” says Juan Manuel Gonzalez, founder of UI/UX eCommerce web design and development agency G & Co.
It’s clear Hermès believes in eCommerce. Nearly everything Hermès sells you can purchase on their eCommerce site, with notable exceptions like the Birkin and Kelly bags to entice people to keep coming to physical stores.
To coincide with Hermès’ digital approach, it has also embraced a WeChat pop-up store for its collaboration with the Apple Watch for a strategic ramping up in digital innovation. Hermès going to the lengths of adopting WeChat and prompting users to register an account using their phone number to provide them with purchase and tracking info shows their commitment to employ the best features for capturing demand in the digital shopping market.
Their rolling out of their eCommerce sites that combined creative content such as their center stage runway videos and product storytelling is one of the best examples of a luxury brand who thought not whether or not it should enter the digital world, but rather how to make that entrance while retaining their brand’s aura of exclusivity.
Hermès’ pairing of content and commerce to bring forth a free-flowing and consistent brand image throughout its store is its answer to consumers wanting more from the brand to experience online.
As old as Hermès is, one thing has remained the same for the luxury brand: the human element. Even as the push to digital has propelled the world of high-end brands to adopt an online approach, Hermès has not forgotten how to present its elite image across all of its channels.
Every brand communication and marketing campaign is tightly controlled by Hermès, and every message out of its channels must subtly convey the brand’s core values and philosophy. It’s this careful mix of meticulous communication and an embrace of digital innovation that has made Hermès a trailblazer in the luxury social media domain.
Hermès’ digital marketing strategy is that of useful ubiquity. Its launching of the Silk Knots and Tie Break apps as well as its virtual pop-up stores and art shows have made for a captivating exposure to younger consumers, who are rapidly becoming the biggest luxury patrons.
“All signs point to Hermès having one of the strongest brand images thanks to its leveraging of digital formats,” says Juan Manuel. “This wasn’t overnight, but no strategic online overhaul is. But Hermès has shown it’s more than possible to keep its same level of exclusivity and present an enjoyable luxury user experience.”
What platform does Hermès use?
Hermès uses Drupal Commerce for their eCommerce platform.
What content management system (CMS) does Hermès use?
Hermès uses Drupal and WordPress as its content management system (CMS).
What libraries and functions is Hermès utilizing?
Hermès utilizes jQuery JavaScript for its website and web application.
Why is UI/UX important for eCommerce stores?
A good user interface (UI) and user experience (UX) is essential for any eCommerce store in that it helps browsers easily navigate a website for the sole purpose of making their customer journey easier to finish. Most importantly, an eCommerce store is a window into a brand’s image; the first impression a browser makes when coming across a shop can easily determine whether or not they will continue browsing and ultimately purchase something.
Why is eCommerce important for any luxury business?
In the rapidly changing world we live in, it’s important now more than ever for brands to adapt to evolving consumer needs. And that includes meeting them where they are.
How is eCommerce different for luxury and non luxury brands?
It’s not enough for luxury brands to have a branded site just to check the box off on eCommerce. Consumers today want an experience that matches the quality of a luxury product they purchase. That’s why luxury brands place a great emphasis on tailoring their approach to play on consumer sentiment and meet the mark of exclusivity.
