What happened: Fitness, but make it fashionable. Shortly after China’s Labor Day holidays, Hermès released exercise tutorials on its WeChat Mini program to promote the latest accessories. The luxury brand has recorded four yoga videos that are 13 to 21 minutes long that show consumers how to incorporate their belts, square scarves, small leather goods and hats into their routine. For example, belts can be used to stretch and perform breathing exercises, while silk scarves can act as a balancing aid. These clips build on Hermès’ “Start the movement’s marketing campaign, which was launched in February and offers viewers “an invitation to be an everyday athlete with elegance and agility”.
Hermès teaches consumers how to use their iconic products in their exercise routines. Photo: Screenshots, Jiemian
The jing take: Luxury that tightens your sports muscles is not new. The sportswear market is expected $ 231.7 billion by 2024 and the pandemic accelerates the trend of Fitness at homeBrands have increasingly tapped into sporting giants to revise their marketing strategies. Last year, Dior released retro-style kicks with the Jordan brand. Louis Vuitton dropped another NBA capsule; and Gucci teamed up with The North Face for one Site Crashing Collection that was a great success in China.
What is surprising here, however, is Hermès’ approach. Instead of launching a real fitness line or working with names like Nike and adidas, the luxury house is simply taking its classic offerings and reinterpreting them in sports-related settings. This not only helps to change consumer perception of the distant, historic brand, but also cleverly underlines the quality and practicality of its products. In addition, Hermès’ silk business is declining the most End of 2020A 23 percent decrease and a 9 percent decrease in the accessories sector. Using the wellness trend to highlight these specific products should also help drive sales.
Hermès already mentioned this fitness concept in its AW21 show, in which contemporary dancers meander through towers made of orange boxes. PerhThis shows that the new way to increase consumer spending is to make them sweat.
