Hermes Multi-sensory Brand Identity Design Study

Yueyue An ()
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Yueyue An: Leeds University, School of Design

A chapter in Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), 2025, pp 642-651 from Springer

Abstract: Abstract Hermes has a significant market share in the luxury market due to its persistent pursuit of high quality. This paper analyses Hermès products from multiple perspectives through multi-sensory dimensions, specifically from the visual, tactile and olfactory aspects, and explores the extreme pursuit of Hermès’ leather, silk scarves and perfume products in terms of their production process, as well as the elaborate design of its sales space. It is found that Hermès has succeeded in creating a unique shopping experience by providing a multi-sensory brand experience that closely links the brand image with consumers’ emotions.

Keywords: Hermes; multisensory; brand image; experience (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-706-9_58

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DOI: 10.2991/978-94-6463-706-9_58

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