Hermes Is Not Suited To Show Off.

"They mentioned it," Pan Shiyi, a real estate developer, wrote in a micro-blog. Hermes I think of GMM (Jocie Guo). How can we not associate it with this?

This is the image of Waterloo that Hermes recently encountered in China, but it has nothing to do with the quality of its products. In the west, it has been regarded as the "last noble" in the top clothing brand, and the upper class society is proud of having its "H" logo. But in China, Hermes, especially its Birkin bags, has been seen as a sign of flaunting wealth, like many other brands. In order to own a Birkin bag, people spend thousands of yuan to buy a copy. People often say with laughter that the number of Chinese people who own Birkin bags far exceeds that of the French package. In the face of Jocie Guo and Youxi's pursuit of young female customers, Hermes can not refuse them.

In early September, Hermes held the biggest event in Beijing this year. Men's wear It is the two time that the brand has held large-scale fashion events in China in three years. They are released in Paris fashion, usually two years. The layout of the scene is ingenious, and the light bulbs suspended in the sky make indoor people seem to be in the wilderness of stars. Hermes products are all arranged under this "starry sky". The organizers have also copied the miniature landscape of the city of Paris to the scene. You can see the Eiffel Tower clearly at a glance. The male products of Hermes, including hats, leather accessories, bags and costumes, occupy different display areas. People on the activity can enjoy these watches, bags, cigar boxes and so on.

Because men's wear was released, there was no recognition of Hermes products at a glance. In fact, Hermes was first known for its completely handmade and low-key. Even though today an ordinary Chinese can distinguish the difference between Birkin and Kelly, Hermes is still producing those bags for only a few people every year, but not every bag has Jocie Guo as spokesperson to the public. In fact, none of the luxuries is mainly based on practicality, but they are all used to show their status. Just some brand Implicit and somewhat publicized. In an interview with our reporter, Florian CRAEN, the managing director of the North Asia region of Hermes, said: "consumers are varied, some people are cautious and low-key, and some people are promoting others. But Hermes is not suitable for people who like to use us to show off. This kind of consumer should buy brands that are more obvious than fashion labels.

But for young people, they obviously want people to know what kind of bag they are carrying. This happens not only in China, but also in Japan, Singapore, China, Hongkong and even Asia as a whole, which is full of fanatical admiration for luxury LOGO. Many clothing brands have launched young line products, fashion magazines, and specialized young versions to teach young people to dress. This is a view of young people's consumption psychology, but Hermes has not yet made this plan.

Sandra Bullock, who was the editor of the publishing house in the hot movie "fake marriage" a few years ago, followed her editors to the country town. The large Hermes Birkin carried by her hand did not dislike the audience at all. The financial times rated the film as a special reference to the handbag. It was considered that the handbag's lines and hale could only be controlled at a certain age, and the two could not match each other. It did not consider the young people's temperament when designing, and the value of the animal skins used in the production decided the price of each leather bag over 10000 yuan, and it was far from being affordable to young people. In China, whether Jocie Guo or Yushishi, when they stand together with Hermes, who will notice them?

Florian CRAEN thinks that only the older people will pay more attention to the quality of the product instead of pouring all their energy into the trend. "Hermes has little interest in leading the fashion trend. We are not fashionable, nor are we a fashion company. We do quality. If a person has not experienced time, he will not understand the meaning of quality across time. "