Hermes - Absolute luxury

Only a handful of brands command the kind of awe, adulation, aspiration and unqualified love as Hermes. The mere mention of the name gets ooh-and-the-aahs from the audience. Wearing a Hermes accessory is a sign of arrival on the uber-luxury scale. A favourite amongst the fairer sex especially the page 3 socialites from Sydney to Mumbai to London and New York. Hermes gets unparalleled attention.

This full page ad just showcases the carefree attitude of the Hermes user. It is of note that nowhere in the ad is there a mention of a product/accessory of Hermes. The question arises that if it has so much of a brand value, why does it need to advertise. The objective of the ad is only to increase awareness of the brand in the nouveau riche and the aspirational-wealthy class. Thus although an ad, it hardly has the requisites of a print ad. Just the contact details to know more about the brand. It isn’t loud yet subtle and classy in its appeal. The target audience of Hermes doesn’t differ in any of the attributes required by a buyer based on location.  Undoubtedly, it is an international brand. 

No wonder then that the creative rendition, by Publicis EtNous, isn’t from the Indian arm of Publicis and uses an international model. Luxury brands have to be extra-careful in its communication because the awe is its unique selling proposition. It is intangible. It is priceless. And it’s tender in its image. Handle with care. Hermes it is.

The only slight disappointment - it should have been on the first page rather than the last.

Source: Times of India - Bombay Times- Last page - 16 January 2013