A Study of the Marketing Strategies of High-End Luxury Brands: The Case of Hermes

DOI

10.2991/aebmr.k.201128.088How to use a DOI?

Keywords

Luxury brands, Marketing strategy, High-end, Hermes

Abstract

As the standard of living of technology continues to improve, our consumption level also grows and the luxury market is growing in China. People’s lives have also entered the information age. The luxury goods market is aimed at part of the group, in which the consumption needs and consumption motives are also different. This paper aims to study the marketing strategy of high-end luxury brands through the case of Hermès, which, as a top French luxury brand, has been adapting to the changing times, constantly changing its business practices to follow the trends and trends of the times, and combining brand culture and business philosophy to serve high net worth customers. In brand management, Hermes also has its own marketing strategy to improve the amount of marketing and enhance their brand value and image. The rapid development of the digital industry in recent years has also widened the road for Hermes’ sales. Based on the research results of this article, the author also puts forward very valuable suggestions from the perspectives of the government, luxury enterprises and luxury consumers.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qinnuo Xu
PY  - 2020
DA  - 2020/11/30
TI  - A Study of the Marketing Strategies of High-End Luxury Brands: The Case of Hermes
BT  - Proceedings of the 2020 2nd International Conference on Economic Management and Cultural Industry (ICEMCI 2020)
PB  - Atlantis Press
SP  - 462
EP  - 467
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201128.088
DO  - 10.2991/aebmr.k.201128.088
ID  - Xu2020
ER  -