With no marketing department, Hermès can also succeed in marketing

In this year's Forbes World's Most Innovative enterprise list, love Hermès (Hermès) the 13th seat. The rankings are based on the difference between the company's market value and the firm's underlying financial position and assets, namely, the innovation Premium.

Hermès last year reported record sales of $5 billion trillion and 1.69 billion dollars in profits, the fastest pace in nearly six years in its industry. In fact, with the exception of Hermès, only 41 of the Li&fung and the 51 Xun Group (Luxottica Group) ranked as "luxury" companies.

Unlike many of its peers, Hermès has created the desire to be accompanied by the mystery that is maintained in today's digital world. To achieve this effect, Hermès's approach is not limited to the well-known handbags that it is expected to find, and one of the ways it can be postponed to the web is creativity.

Although Burberry is Burberry more as a digital pioneer, Chanel is known for its elegant YouTube channel-not to mention its personalized fashion show-but Hermès's creative content is also commendable through various channels. From the ancient spirit of the demo video to the guerrilla-type electronic stores, it often regularly low-key release of various content, all-round interpretation of the brand's superb technology, making it unique in the peer.

In the September 2014 issue of Forbes ' English-language magazine, there was an accompanying article on the Global Innovation Enterprise list, highlighting the fact that Hermès had no marketing department. "Why should there be?" as McKinsey has no consulting department and Microsoft does not have a software department, marketing is the core business of Hermès. The author, Susan Adams, wrote Susan Adams.

"Our business is about creating desire," Axel Dumas, the company's CEO, Axeldumas. This kind of business will be unpredictable because of the desire for uncertainty, and we try to harness it with creativity. ”

So one of the latest attempts at creativity in the online arena is found in a virtual guerrilla shop that specializes in selling the brand's silk scarf, shawl, tweed, scarf and long scarf. by Pierre-Marie (Pierremarie) Lamaisondescarrés.com, which is designed in classic Hermès style, looks like a big house with complicated interiors and colorful characters and creatures: the Gardener floating in a hot air balloon, the sunflower swinging in the breeze, the skateboard on the giant box, the gentleman lying in a hammock.

The team behind it called the "playful, warm, immersive and unexpected" experience. The online store, created by Hermès and AKQA advertising, allows users to explore more than 600 Hermes silk products in different "rooms", all of which can be purchased by clicking.

The virtual guerrilla shop lamaisondescarrés.com in the construction of Hermes

There are two links to the two apps for the brand--to get users to explore creative content further, but this time with more practical colors. The first application, called "Silkknots," is a guide to wearing methods that show the 24 kinds of scarves through pictures and videos. The second application, called "tiebreak", is for men, and includes a variety of moving graphs, games and comics, in addition to the collection guidelines.

Hermès's work is filled with intense interest, and so does the image. From the ceramic plate in the hands of the crowd to play table tennis, to a few pairs of shoes to play the game of jumping back ... In a period of time, freeze-stop animation is the brand's preferred routine. At the same time, the first few Christmas season has introduced its highly recognizable orange box skating animation ads. Each video is worth far more than its 250,000 clicks per hour.

Earlier this year, there was an advertisement starring Jeremiah Bellingar (Jérémie Bélingard), a dancer at the Paris Ballet Theatre (Balletdel ' Opéra Nationalde Paris). The 60-second ad, directed by Romainlaurent-Laurent (Manon), is a "man in Motion" (The Move), where Bellingar automatically moves from one outfit to another in every "City playground".

It was like a fashion change, and when he hit a telegraph pole, his jacket and vintage collar shirt was replaced with a white print shirt and green trousers; when he hit the wall in the pinball machine, the green suit that matched the green trousers appeared ... So in the past.

Every work is filled with a strange, interesting and bizarre feeling. The above is another powerful example-Hermès has made its iconic knight allusions lively by surprise. While this means that the model is going to play a horse (the subject tag is #jesuisuncheval, meaning "I'm a Horse"), there is somehow a chic French style that fills it.

The article also quotes Robert Chaves, US CEO of Hermès, as saying: "We have always said that we do not take ourselves seriously in Hermès," Robert Wess. ”

It can be said that it is this kind of creativity and relaxed atmosphere, so that the 177 years old brand still stands in the digital world today. It is based on a wonderful sense of humour while maintaining an ideal feeling. As a result, what we are seeing is the best content that the luxury brand community can present.

As the magazine article said in the introduction: "In a low-key and diligent way, the Hermès family has gradually become one of the richest families in the world, with assets of $25 billion trillion." They can come to this step today, not only by selling beautiful luxury, but also by selling a better than not to lose any company in the world's aesthetic gas field. ”