Executive Summary
The key areas that Hermés will focus on are Social Media, Website/Email Subscription, Magazine Advertisements, Visual Merchandising, Events, and branding.
Instagram targets a young audience and reaches the demographic of Gen Z and Millennial luxury shoppers. Hermés will post Instagram Stories, Instagram Feed Posts, Instagram Reels, Instagram TV, and Instagram Guides to best utilize Instagram.
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Pinterest is a growing platform that uses primarily visual media. It is used most by young, affluent females which makes it the perfect place to reach Hermés’s target audience. Hermés will use Pinterest as a visual catalog of items for sale which will be updated each season to reflect the latest offerings. To maintain this, Hermés will host content creation photoshoots.
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TIK TOK
Over the six-month period, Hermés will create micro influencer-generated content to produce Tik-Tok videos as well as company created advertisements. To find influencer content, Hermés post applications where users may submit their content. Hermés will then select several brand ambassadors to produce content for the brand in exchange for individual promotion codes. Most of these collaborations are unpaid.
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SOCIAL MEDIA
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WEBSITE/EMAIL SUBSCRIPTION
Hermés currently has a large online presence through their website but by having their website more mobile friendly they would be able to draw in more traffic. As consumers complete their purchases, they will have an opt-in option to be added to an email subscription list. From the email campaign, there will be an email sent out once a week that includes the weekly editorial. Another channel that Hermés will use is a mobile app. Consumers like to be able to look at items from the convenience of their mobile phone therefore an app that functions like the original website would be very beneficial. The total cost of the Website, App, and Email services would be $3000 over 6 months.
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MAGAZINE
Hermés will create a magazine with Vogue called "Captivating Vegas" that will double as an aesthetic decoration for the home. The magazine will come out at the beginning of each season. They will collaborate with local small businesses in Las Vegas to shoot images and content. It will consist of
Hermés homeware styled in a space for the specific season. The magazine will cost around $2000 total to produce.
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VISUAL MERCHANDISING
Hermés is a classic, luxurious, and natural brand and design their stores’ atmosphere to be both eclectic and elegant. The overall aesthetic of each store is consistent across the country; however, the merchandise varies based on the target demographic of the location. The visual merchandising of the Las Vegas store must fit the wants and needs of the Vegas customer. The mannequins should be frequently changed and styled to match what is upcoming and foster intrigue among frequent customers.
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EVENTS
One of the main events Hermés will participate in is the MAGIC Las Vegas Fashion Show which is a high-energy fashion event and home to the biggest collection brands in the industry. Here, Hermés can put their new styles on the runway and also host a trunk show for their new and upcoming homeware items. This event “joins a global audience of retail buyers – from big-box to boutique – together with influencers, media, and industry thought leaders.” (MAGIC, Magic Las Vegas)
Additionally, Hermés will have a trunk show at the beginning of each season in order to display their new and upcoming homeware in order to raise money for the Ai You Foundation, "a national 5A-grade organization founded in 2004 that caters to children's welfare." (Qi, Hermès opens its heart for poor children 2020)
Both events will total around $3,200.
BRANDING
WEBSITE/EMAIL SUBSCRIPTION EXAMPLE
SHOPPING BAGS & GIFT WRAPPING
MAGAZINE COVER EXAMPLE
TAGS
