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Hermes International SWOT & PESTLE Analysis

ID : 52616453| May 2020| 15 pages

COMPANY PROFILE -Hermès International

Business Sector :Luxury Goods

Operating Geography :France, Europe, Global

About Hermès International :

Hermès International S.A. or Hermès of Paris or Hermes is a French Premium Luxury good manufacturer headquartered in Paris. It is a global brand and enjoys a distinguished position in the market of high luxury apparels and accessories. The range of products under the trademark includes leather goods and saddlery, men’s and women’s ready-to-wear, footwear, belts, gloves, hats, silks and textiles, jewellery, furniture, furnishing fabrics, wallpaper, tableware, fragrances, watches and petit, wherein the leather goods are the kernel of the company and major revenue drivers. Moreover, this brand is accepted to be the leader in the magnificence bags category especially using the leather from saddles of horses.
Hermès has a dominant position in luxury goods in the world and has one of the strongest brand equity. It has been consistently ranked one of the top luxury brands by various agencies. Interbrand, according to 2018, ranks the brand at 32nd in overall brand equity in the world.
Founded in 1837, the brand has a rich history of continuous innovation and expansion. Thierry Hermès started it as a harness shop in Paris. His intent originally was to provide the noblemen with saddles and leather gears. In the early 20th century, Charles-Émile Hermès, son of Thierry Hermès moved the company to 24 Rue Du Faubourg Saint-Honore in Paris, which is the company’s global headquarters till date. The company went public in 1993, and has 310 stores out of which 219 are directly operated by the company.
The company have had constant innovation in ultra-exclusive category and has shown significant growth under the leadership of Alex Dumas and creative designer Nadège Vanhee-Cybulski. The company constantly manufactures and launches exclusive products that increases the allure of the brand and strengthens its position as an object of momentous desire amongst its ultra-rich customer base. One such initiative was in 2015 when the company collaborated with Apple Inc. to launch exclusive Apple Watch, Hermes edition.
Hermès has been successful in keeping up the family heritage and as of today, Hermès Family members collectively own approximately 70 percent in share capital in Hermès International.

Hermès International Revenue :

Total Revenue
€5966.1 Million - FY ending March 2018 (y-o-y growth 7.5%)
€5549.2 Million - FY ending March 2017

Competitive Analysis of Hermès International

The SWOT analysis of Hermès International is presented below:
1. Strong brand equity with premium attribution
2. Entrepreneurial spirit across the organization
3. Global Presence with more than 300 stores
4. Diversified revenue by geography and segment
5. Wide and Exclusive Product Range
6. Strong leadership and family commitment
7. Consistent Financial Performance
1. High dependence on leather products
1. Strengthening Other Product Lines
2. Investing in digitization and e-commerce
3. Catering to Emerging Markets
1. High Competition High competition in the luxury fashion industry
2. Impact of economic instability
3. Backlash from PETA over the use of animal skins
4. Threat from counterfeit products
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Detailed SWOT Analysis of Hermès International



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1. Strengthening Other Product Lines: The brand already has a well-established name and is globally recognised for its craftmanship and innovation. It can use this strength to energise its other product ranges such as its watches, fragrances among others. Hermès needs to be very selective in its marketing for its various products and should focus more upon the new product lines. It can also come up with ultra-luxury offerings in its other products similar to that exists in its leather and silk ranges.

2. Investing in digitization and e-commerce: Hermès in the past few years has invested significantly in its online store and e-commerce platform and has been successful in leveraging in new customer base. This expenditure has also provided Hermès with more insights in the customer buying behaviours using big data analytics. Also, since there is a rise in e-commerce and online shopping habits, this move is sure to bring in more growth and revenue to the business specially in the Asian Market such as China. In October 2018, the site, opened in China, adapting to the specificities of this immense market, such as new payment methods, use of traditional sentiment in its product line, helped the company significantly in establishing its strong hold in the country.

3. Catering to Emerging Markets: As the annual report mentions, most of the revenue is generated from the Asian market, which is an emerging market. Catering to the Asian market brings about 36 percent of the overall revenue for the company. Also, the middle east market has shown a good growth and more investment there can produce fruitful results. Hence it is of at most importance for the company to correctly identify and expand to emerging markets.


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Major Brands :

  • Hermes
  • John Lobb shoes
  • Cristalleries Saint-Louis
  • Puiforcat
  • Shang Xia
  • Créations Métaphores
  • Verel de Belval
  • Bucol
  • Le Crin
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Check Out Analysis of Other Relevant Companies

References used in Hermès International Analysis Report

1. Hermès International Annual Report 2018 -

2. Hermès International Annual Report 2017 -

3. Interbrand Best Global Brands Ranking 2018 -

4. Hermès International Company Profile -

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Copyrights and Disclaimer

Hermès International SWOT and PESTLE analysis has been conducted by Bhavya Garg and reviewed by senior analysts from Barakaat Consulting.

Copyright of Hermès International SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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