Hermes, marketing strategy, brand image, loyalty, China
Abstract
As a top luxury brand, Hermes’ unique marketing approach in China, including adding and refurbishment physical stores, online marketing and strict control of distribution channels, has helped to build brand image and increase customer loyalty. This study utilizes a mixed research methodology, including a questionnaire survey of 46 Hermes consumers and in-depth interviews with two Hermes consumers, to explore the reasons behind Hermes’ unique marketing approach in China since 2023, its significance and its impact on brand image building as well as on consumer loyalty. The results of the survey show that 52.17% of consumers believe that Hermes is high-end. Meanwhile, 78.26% of consumers believe that they will continue to buy Hermes even if its prices are higher than its competitors, which shows that Hermes’ unique marketing strategy in China has achieved positive results in building brand image and increasing customer loyalty. The insights provided offer valuable implications for luxury brands operating in competitive markets like China.
