OVERVIEW

Brand DNA
“Comfort, quality, timelessness, everlasting,
handmade, tradition, elegance in movement,
Hermès' history demonstrates that a long-
lasting, successful brand should rely on an
endlessly evolving identity, based on a strong
foundation of values and codes”
-Martin
Margiela.

Named after the British
actress Jane Birkin, it has been
the one of the symbols of the
Hermès brand. Rare, Exclusive
and a some even say a better
Investment than gold.
Celebrities and high society
members still dream to own a
Birkin
Brand Codes
The brands appreciation for the
equestrian world as the atelier
specialized on horse harnesses at
the start. Its lightweight functional
and highly royal horse-riding
accessories are a major part of the
brand’s codes. It still sponsors
various events in the domain.
Horses are like the backbone of
the Hermès brand.
An orange box is bold yet refined
The horse drawn carriage logo has
status symbol. It was during the
become the emblem of the brand,
this signature inspired by the
WWII that due to a lack of the
materials for boxes, cardboard
drawings of painter Alfred De
boxes was used and the only color
dreux resonates with the brands
paper available was orange. The
affection of the equestrian
bolduc ribbon was added in 1949.
universe. The brand also follows a
today there are more than 188
sizing code which is usually 2.5
different sizes of Hermès boxes.
inches by 1.4 inches minimum

Designed to inspire the
flânerie it transcends the view
into daydreaming. Drenched
in artistic expression these
Window displays is a medium
for the strong visual
merchandising. Its the
brainchild of Leila Mencheri
who went against the status
quo. A Hermès Window is
unique, original and is
customized annually by
geographic location.
Brand Codes
The Brand follows a strict code of
company approved color pallet
that best expresses the aesthetics
of Hermès, Its
bold yet classy. The typography,
logo, fonts etc. use the color tones.
These colors help Hermès establish
an Identity of it own
The silk scarves can take up to 2 The ingenious use of the
years to produce. The silk comes
from a Brazilian mill and is sent
capital “H” in an interlocking
chain pattern, the design
to Lyon, France where all the
became a subtle insignia for
scarves are manufactured. For
Hermès, the scarves are an the house. Even from a
avenue for creative expression. distance the H is a symbol that
The company collaborates with
makes the viewer known that
artists around the world for the product is Hermès.
myriad of prints. The designs are
Belts, shoes, bags, scarves,
held in “Le Frigo” till usage. The
finished 90cm x 90cm works of Watches have a widespread
use of the letter H.
art called “carrès” is Hermès
specialty.
“I think Hermès objects are desirable
because they reconnect people to their
humanity… Our customer feels the
presence of the person who crafted the
object, while at the same time the object
brings him back to his own sensitivity,
because it gives him pleasure through his
senses”
- Pierre-Alexis Dumas
Creative Director Hermès
 Hermès X Apple
Objective of Collaboration
In 2015 to launch an Apple watch Hermès Collection which will
have 3 different varieties of Hermès Produced bands.

Business need tackled

New Image , Co-branding , Innovation, Customer base

A beautiful collaboration between :

Fashion X Technology

“ When Hermès and Apple first teamed up in

2015 to launch their first Apple Watch, the
world put down their iPhones, set aside their
Birkin's and took notice “
“Apple doesn’t need Hermès and Hermès does not need
Apple, so it makes the union more unique, because it’s
all about making something beautiful.”
- Jony Ive
Chief Design officer Apple

Brand DNA Brand Codes

Apple Logo Quality
“Think Different” Heart felt connection
Customer Centric Simplicity
Durability & Longevity

Functionality Passion
Stylish & Trendy Innovation
Standardized Packaging Creativity
 Guiding Principles

Dark Art
Mercury is the closest planet to the
Sun and the smallest one in our
Solar System—it’s only a bit larger
than our Moon
Vision
Venus has a beautiful name and is
the second planet from the Sun. It’s
terribly hot—even hotter than
Mercury
On first glance, the Hermès and Apple tie-up does seem rather odd:
what does a saddle-maker founded in 1837 have in common with a tech
company established in 1976, almost 140 years later?
 “I think it is rather wonderful that we make very different
products, but they come from a similar set of standards
and preoccupations,” shares Ive. “When you look at
Hermès products and ours, what they testify to is an
extraordinary degree of care, what they describe is the
sincere pursuit of excellence.”

Distilled to its core, both companies exist to make people’s

lives better. While Apple does this by mastering
technology—an extension of Steve Jobs’ original mission
statement for the company ‘to make a contribute to the
world by making tools for the mind that advance
humankind’—Hermès achieves this through the hands of
its craftsmen; delivering products that are at once, both
functional and aesthetically stunning.
“Like Apple we are obsessed with detail. We are equally
concerted on this idea of care: care in designing the object
in the utmost detail, but also for the person who’s going to
use it. I think that is where we meet.”
 A deep collaboration. A dramatic collection. One of the things that both Pierre-Alexis and I keep
coming back to is humanity; this is what fuels our passion
A partnership based on parallel thinking and shared values
continues with a wide range of Hermès cases and bands,to create. There is a common misconception that things
made in small volumes is greater in quality than things
along with faces designed for the Always-On Retina display.
made in large volumes. But volume has nothing to do with
Apple Watch Hermès is the ultimate tool for modern life.
With more than a dash of sophistication. it. It’s all about care. It’s all about human touch.”

Instead, in 2015 Apple began partnering with designers like

Hermès to allow them to capture a broader market of luxury
consumers interested in the appeal of heritage fashion brands.
Since then, designers including Coach, Kate Spade and Nike
have all designed bands for the watch. The exclusive Hermès Sport Band.
Dark art.  Light, flexible, and water resistant, the Sport Band in
 In all black, Apple Watch Hermès is as captivating as ever.signature Hermès orange is perfect for exercising. Included
It combines a space black stainless steel case with a as an additional band with every Apple Watch Hermès
matching watch face and leather band. As well as an model featuring a silver stainless steel case. The combination
additional black Hermès Sport Band. of space black stainless steel and matching leather band
includes a black Hermès Sport Band.
Double Tour.
Single Tour.  The extra-long band of the iconic Double Tour wraps
 The classic Hermès design. The buckle recalls those on the elegantly twice around the wrist. Available in multiple
straps of a saddle, a nod to the equestrian heritage of colorways, each paired with a 40mm stainless steel case.
Hermès. Available in a variety of colors with stainless steel Bands in additional colors available separately.
cases in two sizes. Bands in additional colors
available separately.
 “I think some of those collaborations have been good for both
brands, because it elevates some of these long-term heritage Joined by the brands’ mutual focus on design, the Apple
brands to a new level of technological synergy that can help Watch Hermès is a result of what Pierre-Alexis Dumas,
them get younger customers, artistic director of Hermès called “an alliance in
excellence; like horse and carriage, a perfect team.”
Beyond the obvious strategic move of two companies
The Apple Watch Hermès can run up to nearly $1400, roughly
at the top of their games, the partnership
three times the cost of the most basic Apple Watch. The
holds implications about the future of tech and luxury.
partnerships have allowed Apple not just to claim more physical
retail space but expand to a new market of fashion-savvy Apple is able to reach out to an affluent yet fashion-centric
consumers who might not buy into Apple as a luxury fashion audience that was not previously reachable. Coupled with
product on its own. the fact that Apple shelled out for plenty of advertising
But with the advent of the smart watch, technological capability pages in Vogue and delivered devices to models, the brand
is starting to overtake craftsmanship in terms of what buyers are sends a clear signal that it's 
looking for and smart watches are capturing a greater portion of trying to sell the Apple watch to the fashion world. As for
the market. Hermès, a 178-year-old brand famous for its iconic
“That’s what makes Apple’s collaboration with Hermès so handbags and leather goods, entering 
interesting. The two are experts in their own distinct yet any partnership like this is a rare yet strong statement that
complimentary fields, thereby offering the consumer the best of Function
it wants isto be
a religion
viewedat as contemporary.
Hermès, as it is with Apple. We also
both technological and traditional craftsmanship. share with Apple the same passion for care, which is another
word for quality,” he says.
 It marked Apple’s first partnership with a luxury brand and the
the collaboration is significant as it marks the transitional
technology company even broke its own rules to seal the deal,
period before millennials become fully capable as primary
approaching Hermès long before the project was made public.
consumers
 With this co-branded line, Apple wants to further stress its
“luxury” status, while Hermès wants to be seen as modern and
up-to-date, at the same time covering the new smart-watch For Hermes, this co-branded watch is another attempt to injec
category partnering with the market leader. The two brands are modernity and freshness into a brand famed for its perennial
so strong, the product is so hot, that the line will surely sell appeal and a DNA founded on tradition and heritage. Of all th
luxury brands, none have managed the magic trick of selling
the millions but appearing to manufacture in the dozens bette
For Apple the partnership is as clear a signal as we could get than Hermes. Similarly, the conservative appeal of Hermes
that it now considers itself to be a luxury brand fused from a could – so easily – start to appear boring and dusty. This limi
potent combination of technology and design. Look at Apple’s partnership with Apple keeps Hermes very much at the cuttin
price point. Look at their visual merchandising. Look at their edge of luxury – while playing to their traditional strengths o
creative directors. Look at their executive team. Look at their leather goods.
mythological founder. Apple is more Hermes than Samsung,
and it clearly intends to keep it that way.