It’s a new era for the fashion industry and all the luxury brands know that to keep up with the current it’s better to invest in online marketing. It wasn’t that long ago when Gucci’s website went under the knife rejuvenating its style. A few days ago, it was French luxury brand Hermes’ turn to make some changes with their website design, officially launching the perfect innovative website for the 21st century.
With its fresh and appealing new look, Hermes’ new online platform consists of animated gifs, short tales about jewelry and leather goods, short films and a sort of new dictionary, named ‘Hermesistible’, wherein it is possible to find the three new words the luxury brand has appositely made up for us, namely jalousele, which stands for ‘a spark of envy in a shade of green’, impulcie – ‘a fleeting guilt when indulging a whim of child-like pleasure’, and escapitude standing for ‘the joy of planning an impromptu escape’.
Described as ‘the lexicon of wordelicious fashion jewellery’, Hermesistible features a colorful section of Hermes gifts, and is meant to represent all those who not only are feeling impulsive and jealous, but also feel the urge to escape from something (or maybe someone?). Hermesistible will soon feature two more words, follitude and aparess, the definitions for which are going to be unveiled this upcoming December.
Although the website still shows all the latest Hermes pieces, it is in fact mainly dedicated to its accessory collections, and focuses more on interacting with its customers rather than merely showing them its goodies. Doing so, it tries to work as a source of inspiration for anyone, from the young girl who is interested in fashion, to the adult who loves interactive platforms. Moreover, the platform makes it possible not only to directly purchase the pictured item, but also ‘like’ it or share it on any kind of social media.
Hermes’ technologic turn officially started earlier in September, when the French brand, teaming up with Apple, launched a new AppleWatch. Available in 3 styles, the Hermes AppleWatches are only sold in selected stores, and their price tags range from $1,100 to $1,500.
But what are the real reasons behind the new innovative Hermes website?
Besides giving a more interactive platform to its customers, Hermes is also trying to find new ways to increase its renowned position as a luxury brand, subsequently increasing its income. Hermes investments in the digital world will take an ultimate turn in 2016, when the brand’s e-commerce platform will be incorporated into its brand new website. Doing so, chief executive Axel Dumas hopes to internationally expand the French brand.
Regarding this, he recently stated: “E-commerce is important, but also it’s about communication, telling your value. That’s why we are really thinking hard on re-launching the new website in 2016. I view digital as a great opportunity and something that is going to become more and more important.”
Not for nothing, e-commerce is indeed a good way to make profitable income in a world where luxury brands are experiencing a decreasing sales growth, and we hope Hermes will find its way in the cyber-space!
Photo courtesy of Hermes