Who is not familiar with this one brand, with its popularity that is very resounding throughout the world. With a collection of almost billions of rupiah which is also of the best quality, Hermes has become one of the most influential brands in the world, especially fashion.
Just like other brands, Hermes also has a long history of ups and downs that other brands have experienced.
Founded in 1837, exactly 184 years ago, by a French national, named Thierry Herms Yang opened a workshop horse bridle aristocrats EuropeanHe succeeded in making high-quality horse bridles for horse-drawn carriages, which won him a number of awards, including first place in his class in 1855 and again winning first place in 1867 at the Expositions Universelles in Paris.
In 1880, Hermès’ son, Charles-Émile, took over his father’s company and moved the company’s shop to 24 rue du Faubourg Saint-Honoré. With the help of his sons, Adolphe and mile-Maurice, Charles-Émile introduced saddle and began selling his products to the general public. In 1900, the company offered the Haut Courroies, which was specially designed for horse drivers, making carrying their saddles easier.
In 1922, the company’s management changed to mile-Maurice and began introducing its first leather handbag products, after mile-Maurice’s wife complained that she could not find a handbag she liked. mile-Maurice made this handbag herself. In 1924, Hermès expanded into the United States and opened two outlets outside Paris. In 1929, the company launched its couture for women in Paris. During the 1930s, Hermès introduced a number of products that became highly sought after, such as the “Sac dépêches” leather bag in 1935 (later renamed the “Kelly bag” after Grace Kelly) and the Hermès carrés (box scarf) in 1937. .
In 1938, the company introduced the “Chaîne d’ancre” jacket, clothing and bracelet product. From this point on, the designer Hermès began to draw inspiration from paintings, books, and objects d’art. In the 1930s, Hermès also expanded into the United States by offering its products at a Neiman Marcus department store in New York, but it did not last long. In 1949, along with the launch of the silk necktie, Hermès also started producing its first perfume, “Eau d’Hermès”.
From the mid-1930s, Hermès appointed Swiss watchmaker Universal Genève as the exclusive watch designer for Hermès, and went on to produce a series of men’s chronographs. (manufactured in 18K gold or stainless steel) and Art Deco-style women’s watches in 18K gold, steel, or platinum. Both models are branded “Hermès” or “Hermès Universal Genève”, while the movement is branded “Universal Genève SA”. This partnership lasted until the 1950s. mile-Maurice then reiterated the Hermès product philosophy, namely “leather, sport and pure elegance tradition.
After the death of mile-Maurice in 1951, the management of the brand was replaced by Robert Dumas-Hermès, who was the brother-in-law of the Herms family. In the 1950s, the company officially registered the Duc carriage with horse logo and its distinctive orange paper box. Dumas then introduced handbags, jewelry and accessories. He was also very interested in silk scarves. Unfortunately, during the middle of the century 20th, scarf production was discontinued.
In 1956, Life featured a photo of Grace Kelly, who had recently become Princess Royal of Monaco, carrying a “Sac dépêches” bag. She deliberately placed the bag in front of her stomach, to hide her pregnancy. Then, people began to refer to the bag as the “Kelly” bag, which was later used by Hermès, so that it became more and more popular.
The perfume business was officially separated into a subsidiary in 1961, along with the launch of the fragrance “Calèche”, after the carriage, which has been popular since the 18th century, and has also been the company’s logo since the 1950s. (In 2004, Jean-Claude Ellena became a perfume tester at Hermès and managed to create a number of popular fragrances, such as the Hermessence range of fragrances.
After experiencing a decline in 1970, then Jean-Louis Dumas, son of Robert Dumas-Hermès, officially became chairman of the company in 1978, and asked the company to focus on producing leather and silk goods, as well as ready-to-wear clothing, and increase the variety. products made with traditional techniques. Unlike his father, Jean-Louis is related by blood to the Herms Family through his mother. Travel a lot and later married Rena Greforiadès, he then entered the training program at Bloomingdale’s. Jean-Louis also played an important role in overturning Hermès’ slump.
Dumas then invited Eric Bergère and Bernard Sanz to refresh Herms products, and introduced unique products, including a python motorcycle jacket and jeans with a pattern like ostrich skin, which was described as a “cuter version of Hermès. In the 1978 annual report, when Jean-Louis became chairman, Herms’ total sales were only US$50 million. But by 1990, Herms’ total sales had reached US$460 million, mainly due to Dumas’ strategy.In 1979, he launched and advertised a campaign featuring young women wearing scarf made by Herms. The aim of this campaign is to introduce the Herms brand to a new market. One fashion observer said: Herms is trying to change its image from an object of nostalgia for the elderly, into something that young people dream of. from its employees and customers.In
the 1970s too, the company established a subsidiary La Montre Her mès in Bienne, Switzerland to manufacture watches. Then, during the 1980s, Dumas strengthened the company’s relationships with its suppliers, by purchasing stock in glassware, silverware, and tableware manufacturers, such as Puiforcat, St. Louis, and Perigord
Then in the decade of 1980, Hermès restarted its glory. Not only handbags and other fashion but also by starting into household items such as porcelain and crystal plates.ParisIn June 1993, Hermès officially took the floor on the Bourse. At that time, 425,000 shares sold for FFr 300 each (US$55 at the time) received excess orders of up to 34 times the number of shares available.
In 1997, Jean-Louis hired Belgian designer Martin Margiela to oversee the production of women’s ready-to-wear. In the late 1990s, Hermès continued to reduce the number of franchised, by buying them or opening their own outlets. In September 1999, Jean-Louis bought a 35% stake in the fashion house Jean-Paul Gaultier for FFr 150 million.
To this day, the Herms family still holds about 80% of the company’s shares, placing Jean-Louis Dumas and his entire family on the billionaires list Forbes. Mimi Tompkins of US News & World Report calls Hermès “one of the most guarded jewels in Paris.
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