Hermès Costume Jewellery: The excellence of luxury at an affordable price

Bénédicte shares the values of the Hermès Brown: timelessness, serenity, wisdom, joie de vivre, excellent know how but also the innovative aspect that sometimes shakes things up. Bénédicte always buys high-quality items that she can wear every day and which reflect her lifestyle and social status. She is very sensitive to the aesthetics of these products.
Bénédicte has decided to spoil herself and drops into the Hermès store on rue du Faubourg Saint-Honoré. Today she wants to buy a Hermès jewellery accessory... How will the brand win her over?

- Make learners aware of the different strata on the luxury goods market and increase their knowledge of luxury brand management.
- Understand how luxury marketing can be used for more accessible offerings.
- Develop a marketing skill set: analyse brand values and brand image, draft a positioning statement, analyse marketing policy and particularly the fit between distribution channels and social networks.

Luxury - Brand management - Marketing strategy - Marketing mix - Distribution channel -
Social networks

Management schools, Universities, Executive Education

Manufacture of jewellery, bijouterie and related articles

- PPT : Debriefing to project for students (29 slides)
- PPT : Commented debriefing for trainers (29 slides)

Année de la problématique : 2016

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13 avec 14 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (3 to 4 hours)

Code du secteur d'activité : 19 - Industrie du cuir et de la chaussure