The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
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Created by BoF’s journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.
Hermès’ success goes far beyond the “grail” status surrounding its iconic Birkin and Kelly bags, according to experts who joined BoF’s luxury editor Robert Williams for this Masterclass exploring how the storied, family-run leather goods brand has become one of the industry’s most valuable companies.
“It’s because they do things differently that they’ve been so successful and that they have so much self-determination and differentiation in the market,” said Williams, author of a recent BoF case study on the topic, in discussion with Alexandre Samson, head of contemporary design at the Paris-based fashion museum Palais Galliera; Aurélie Husson-Dumoutier, HSBC luxury analyst; and Michel Campan, a fashion strategist at various luxury houses including Hermès and now an independent consultant.
Another factor working in Hermès’ favour, added Campan, is how it defines success through “a long-term vision of 20, 30 years, not just one or two years … with just one shot, one collection.”
Exclusive to BoF Professional members.
How a unique approach to supply chain, design, communications and retail has powered blockbuster demand for iconic bags like the Birkin and Kelly, enabling the French leather goods house to face down rivals and become a global megabrand with a market capitalisation greater than Nike’s.
The former CFDA president sat down with BoF founder and editor-in-chief Imran Amed to discuss his remarkable life and career and how big business has changed the fashion industry.
Luxury brands need a broader pricing architecture that delivers meaningful value for all customers, writes Imran Amed.
Brands from Valentino to Prada and start-ups like Pulco Studios are vying to cash in on the racket sport’s aspirational aesthetic and affluent fanbase.
The fashion giant has been working with advisers to study possibilities for the Marc Jacobs brand after being approached by suitors.