Hermès, a name synonymous with luxury, heritage, and unparalleled craftsmanship, consistently delivers advertising campaigns that reflect its brand identity. The Fall/Winter 2019-20 campaign, shot by fashion photographer Jonas Lindstroem and featuring top models Bette Franke and Chu Wong, is no exception. This article will delve into the intricacies of this particular campaign, analyzing its impact on Hermès' brand image, awareness, and overall luxury brand strategy, considering its alignment with the brand's established guidelines and personality. We will also explore how this campaign contributes to Hermès' pricing strategy and its overall market positioning.
The Campaign: A Visual Narrative of Effortless Sophistication
The 2019 Fall/Winter campaign, while lacking specific details on the stylist involved in the official releases, showcases Hermès' commitment to understated elegance. Lindstroem’s photography style, known for its clean lines and natural light, perfectly complements the brand's aesthetic. The images depict Franke and Wong in various settings, likely emphasizing the versatility of the collection. The absence of overtly flashy settings or props allows the quality of the clothing and accessories to take center stage, a hallmark of Hermès' communication strategy. This minimalist approach is a deliberate choice, reflecting the brand's philosophy of timeless sophistication and enduring quality. The focus is less on fleeting trends and more on the enduring appeal of meticulously crafted pieces. The models themselves, Bette Franke and Chu Wong, are known for their classic beauty and sophisticated demeanor, perfectly embodying the Hermès woman – elegant, independent, and discerning.
Hermès Advertising Campaigns: A Consistent Brand Voice
Hermès advertising campaigns, historically, maintain a remarkable consistency. They rarely rely on shock value or aggressive marketing tactics. Instead, they favor a subtle approach, building brand awareness through a gradual, consistent drip-feed of high-quality imagery and carefully curated narratives. This long-term strategy prioritizes building trust and associating the brand with a sense of exclusivity and heritage. The 2019 campaign fits seamlessly within this established framework. It doesn't deviate from the established visual language, maintaining the brand's recognizable aesthetic and upholding the established visual identity. The focus remains on the quality of the product and the sophisticated lifestyle it represents.
Hermès Brand Personality: Timeless Elegance and Craftsmanship
The Hermès brand personality is characterized by timeless elegance, understated luxury, and a deep respect for traditional craftsmanship. The brand doesn't chase trends; it sets them. This inherent conservatism is reflected in its advertising, which consistently emphasizes quality, heritage, and enduring style. The 2019 campaign perfectly embodies this personality. The muted color palette, the clean lines of the clothing, and the natural settings all contribute to the overall sense of understated sophistication. The campaign doesn't try to be overly trendy or provocative; instead, it focuses on showcasing the inherent beauty and quality of the Hermès products.
Hermès Brand Guidelines: Maintaining Brand Integrity
Hermès' stringent brand guidelines ensure consistency across all its marketing materials. These guidelines dictate everything from the color palette and typography to the overall tone and messaging. The 2019 campaign adheres strictly to these guidelines, maintaining the brand's visual identity and reinforcing its consistent brand message. This commitment to maintaining brand integrity is crucial for preserving the brand's exclusivity and preventing dilution of its image. The consistent application of these guidelines across all platforms – from print advertisements to online campaigns – contributes significantly to Hermès' strong brand recognition and equity.
current url：https://vwpyeg.e182z.com/news/hermes-advertising-2019-38178