Hermes and craftsmanship


“It’s not two channels that are opposite. It’s one thing that reinforces the other.” —Axel Dumas on digital and bricks and mortar stores cooperating.

“I think there’s a very strong attachment to craftsmanship.” —Axel Dumas on betting on craftsmanship, quality, and uniqueness as resonating more than jumping on the streetwear bandwagon.

“Also displayed close to the entrance are more affordable products, such as fragrances and other small items that Hermés hopes will be impulse or quick gift purchases. Mr. Chavez calls these ‘recruitment categories,’ meant to appeal to ‘people who are coming into Hermés for the very first time,’ but may have thought they couldn’t afford it.