Hermes Spring/Summer 2012

Hermes makes bags that some women seem to be able to kill for. Well at least sign on a waiting list and pay a sum that could finance a proper trip to the other side of the world. Hermes has been around for quite some time and isn't exactly what we associate with fashion forwardness but they live on old and hard earned laurels. Another thing that a lot of women consider to be a must have in their wardrobe is a Hermes scarf.

Even though Hermes makes menswear (and other things naturally) I personally think that it feels like a woman's label. Men don't feel that they need to break their necks och bust their bank balance for a jacket or a pair of trousers from Hermes like they would be more likely to do for Hugo Boss, Armani or Burberry. As a man's label Hermes is quite anonymous which is of course a bit strange. The quality is excellent, the prices are over the top like all luxury brands and their clothes are not particularily different from the other labels mentioned above. So what is it down to? Marketing and the building of brand value. Hermes has all the necessary assets. Now it is all done to the packaging.

//P.