Hermès is known for its unique approach to physical stores, and this is what sets them apart from the competition. According to Diane Mahady, their clients appreciate the unexpected element that comes with their stores. This uniqueness allows for highly personalized experiences that are tailored to the specific environment in which they operate.
For example, the Princeton store is designed with a scholastic theme in mind, with striped carpets reminiscent of libraries and books, and artwork that complements this aesthetic. The attention to detail creates a cozy and homey atmosphere within the smaller space, appealing to those seeking a more personal shopping experience.
In contrast, the larger Hermès store on Madison Avenue offers a vast product selection and extensive hospitality services. However, for those who prefer a more intimate and curated shopping experience, the smaller Princeton location may be more appealing.
Mahady attributes the success of Hermès’s physical stores to their customization based on the environment in which they operate. By building relationships within neighborhoods like Princeton, Hermès has found an ideal setting for a suburban outpost of their luxury brand. The town’s affluent population and proximity to lucrative industries like biotech, pharmaceuticals, and finance make it an ideal location for Hermès to establish a presence. In cities like Boston where wealthy students and their families frequent the store, Hermès finds success in cultivating these relationships as part of their brand strategy.
Overall, Hermès’s unique approach to physical stores sets them apart from other luxury brands. Their ability to provide highly personalized experiences tailored to each individual location has contributed significantly to their success in establishing themselves as a premium brand in various markets around the world.