Hermes: New Collections & European vs Asian Customer

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Not necessarily a number, but perhaps a comparison to other companies.

I believe that for many people, owning an iconic bag from Hermès is a significant goal. In terms of brand value and public perception, Hermès is very aspirational. Even though the number of clients has decreased, the desire to own the bag remains strong. However, the issue today is that many European clients feel it's too expensive and difficult to obtain. This lack of accessibility could be dangerous for the brand because people dream of it, but it's becoming too much of a challenge to acquire and too costly. This could potentially alter the image of Hermès as a familiar, French brand known for doing things right, and shift it towards being seen as too luxurious and edgy, losing accessibility. I think this poses a risk for the aspirational customer.

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Is there anything you think can be done, or is being done already, to try to reduce this risk?

To reduce the risk, they are trying to create as many novelties as possible. Each season, they launch a lot of new products, attempting to find a new bestseller. However, I think what's difficult for Hermès, and part of their strategy and positioning, is that they don't communicate about what's new. This could be a missed opportunity because if they communicated more, it could be easier to establish a new bestseller.

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