The tenants on their own are inspirational, steeped in the heritage of their humble beginnings. It is with my marketers heart in hand that I bow down to them with love and deference year after year. They are brilliant. It starts with a theme which is carried out in the collection. The collection is comprised of clothing, furniture, bags, fragrance, shoes, watches, jewelry and their famous scarves. To be tethered is to open up to the boundless. What bursts forth is genius. It’s aspirational. It’s humbling with a capital “H”.
I’ve been wearing my Hermes “H” belt for over two decades now. It’s part of my uniform and I wear it proudly. It stands for all the things I hope to someday be or embody: a spirit of conquest, authenticity, patience born out of a desire to craft beautiful objects, independence, and quality. To aspire to embody the qualities of a brand may sound unusual to you. Ridiculous even? Ponder that, we’ll come back to it.
Their spirit of conquest takes them on some unusual journeys. The outfitting of a luxury yacht. The hand-stitched seats of a Bugatti Veyron Fbg which sold in 2010 for a cool $2.1M. Exclusivity creates longing. Which is why I squirreled away the little money I had to spare for years before I was able to purchase that belt. Patience has never been a strong suit, but the pull of exclusivity, shockingly exerted a will stronger than my need for immediate gratification.
All that ingenuity doesn’t just sit in the store on a shelf waiting for you to notice it when you happen to walk past in a big city or airport. It comes out to meet the people in unexpected places, catching you unaware, converting the young hopefuls into the new, the next, the now Hermes generation.
It is their last foray into the wild that has me celebrating its brilliance and lamenting my lateness to the party. I am sad to report that it’s over. It was held in November for 4 short days in Williamsburg, Brooklyn. Scarcity, a powerful tenant of marketing. A pop-up fit gym. Who would have ever thunk it? An instagrammable, influencers haven. A hipsters hunt for the next craze realized. A gal with a marketer’s heart – throb. Ridiculous I ask you again? In what way did this inspire you? Please share.