History of Hermès, the brand that is synonymous with luxury and exclusivity

The story of Hermès, one of the most renowned brands in the world, is a film full of struggles, love, family and much success.

The traditional French brand Hermès began its history in 1837, then in a barn, when Thierry Hermès opened his small workshop in Paris, in the Grands Boulevards region.

In his workshop, however, initially known as Caléche, various products derived from leather were sold, especially accessories such as trunks, boots, gloves, belts, saddles, reins and stirrups for horses.

However, the pieces were so well made that, consequently, within a short time that same year, Hermès already won its first prize at the Universal Exhibition.

The most important thing in the history of Hermès is that its products were aimed at the Parisian aristocracy and, therefore, thanks to this target audience in 1880, the most sophisticated store number 24 was opened on rue Faubourg Saint-Honoré.

Thus, that same year, his son took over the company and began to innovate by adding new products to the brand’s catalog.

The strength and unity of the family is always present throughout the history of Hermès.

Characteristics of stores throughout the history of Hermès

With around 310 stores spread across 49 countries, however, Hermès works with a product limitation strategy, which consequently makes the desire for its products grow even more.

Given the limitations, the stores that sell their products never have complete lines, which means that there are long waiting lists for those who want to purchase the brand’s products.

Therefore, Birkin bags, Hermès’ most famous and desired, can take up to two years to reach consumers.

For consumers, however, this wait is part of Hermès’ history, which makes them love the brand even more.

High-end luxury department stores, such as Sacks, Barneys, Nordstrom, among others, however, do not have unlimited or complete stocks of the brand, meaning that the consumer only has a few options to choose from. Thus, this fact makes the brand even more desired.

The unparalleled quality, exclusivity, authenticity, scarcity and lack of exposure of the brand, which however only invests 5% of sales in marketing, makes the brand one of the most popular in the world.

History of Hermès in Brazil

Brazilians can also count on the brand’s presence here and be part of Hermès’ history.

Located in Shopping Cidade Jardim, in São Paulo, the first store was opened.

Some products were manufactured with Brazilian inputs.

In 2013, Hermès launched its online store, Etiqueta Única, which sold previously used bags.

Most desired products and their prices

Bolsa Kelly

It is part of Hermès’ history to have celebrities among the brand’s consumers, including royalty.

The brand’s first bag was initially launched in 1935. However, it became famous when it was first worn by the Princess of Monaco, Grace Kelly. It costs from 3.5 thousand euros (around R$20 thousand).

The most expensive costs around 58 thousand euros (more than R$350 thousand).

Bolsa Birkin

The bag inspired by English singer Jane Birkin was launched in 1984.

The model is, therefore, the most paraded by celebrities around the world.

Former Spice Girl, Victoria Beckham, collects around 100 Birkin bags and each bag costs just 35 thousand euros (around R$220 thousand).

Squares

The pieces have been manufactured since 1937. However, they are made by the hands of lifelong artisans.

These pure silk scarves can be printed, colored and, most importantly, even signed by guest artists.

The pieces are numbered and their prices vary in the range of 275 euros (around R$1700).

Hermès timeline and history

The beginning

1801 – Thierry Hermès is born in Krefeld, Germany;

1828 – The Hermès family moves to Pont Audemer, north of Paris, where Thierry Jr. therefore begins to learn the first leather manufacturing techniques;

1831 – Thierry and his wife have their first child, Charles-Emile;

1837 – Thierry Hermès launches the French brand Hermès, however, in his small workshop;

The acknowledgment

1855 – The high-quality harnesses and brakes manufactured by the brand begin to receive awards and recognition;

1867 – Hermès thus wins the First Class Medal for the second time at the Universelles Exhibition in Paris.

1878 – Year of death of Thierry Hermès.

1880 – Hermès’ son takes charge of his father’s company and moves to a different location, at 24 Rue du Faubourg Saint-Honore, where the store is to this day.

At this point, Emile began to focus the company’s sales on international retail, thus further expanding the brand.

1900 – The ‘Haut a Courroies’ bag is designed.

The strength of the family

1902 – Charles-Emile retires and leaves the family business to his children.

1914 – Émile-Maurice thus begins to supply saddles to the Tsar of Russia and up to 80 artisans are employed by the company.

Thus, Emile-Maurice begins to use zippers in its products, thus becoming the first brand to use this element in its composition.

1918 – Hermès presents the first leather coat with a zipper and the article becomes known throughout France.

1922 – Here, the first women’s bags appear, created in the meantime, to satisfy Emile-Maurice’s wife who complained about not finding bags to her taste.

International

1924 – Hermès arrives in the USA.

1929 – Hermès launches its first women’s haute couture clothing collection.

1935 – The brand launches one of its most iconic items, the crossbody bag, known as the Kelly, appears.

1937 – Hermès launches its silk scarf.

1950 – The brand’s first perfumes appear.

To stay in history

1950 – The iconic Hermès logo appears and the brand launches its unmistakable orange boxes.

1951 – Emile-Maurice dies. Thus, the company is now led by Robert Dumas Hermès, husband of Jacqueline Hermès.

1956 – A photo of the Princess of Monaco wearing a Hermes bag unexpectedly makes women around the world want to wear the bag.

1978 – Jean Louis Dumas assumes business.

1981 – Hermès launches the Birkin.

2003 – Patrick Thomas becomes head of the company

2012 – Axel Dumas, from the sixth generation of the family, becomes CEO of the company.

2016 – The Hermès Birkin bag is currently considered a more profitable investment than shares on the Stock Exchange or gold bars.

Curiosity about the Hermès brand that you probably don’t know

The strength of family ties in the history of Hermès

In 1837, Thierry Hermès opened his small workshop. Years later, the company was passed on to his son, Charles-Émile Hermès and his grandchildren, Adolphe and Émile-Maurice.

Robert Dumas, married to Émile, also took over work at the company after his wife’s death. As the only one who was not directly related, but considered himself part of the family, he added the surname Hermès to his name..

The beginning

It all started in 1837, but it took around 40 years for the brand to be admired and used by the nobility and to become a recognized brand on the market.

Everything for love

Hermès’ first collection of leather bags was created by Émile-Maurice. The creation happened after realizing that there was no bag in Paris that his wife liked.

Behind the scenes of Birkin and Kelly bags

Jane Birkin and Grace Kelly named the two most classic Hermès bags.

Made of pure, high-quality leather, the ‘Sac à dépêches’ (postman-style bags) became famous in 1935 and the name was changed to a photo of the Princess of Monaco, who used the bag to hide her baby bump. pregnant.

Much more than a name

Absolutely all Hermès brand products are made by hand, completely from scratch.

This happens to ensure the quality and exclusivity of the products.

It is estimated, however, that if the amount of silk used in the manufacture of 1,000 Hermès scarves directed in a straight line would occupy the distance between the Earth and the Moon.

Each brand scarf is made with around 450,000 meters of silk thread and each one is taken from the cocoons of around 300 moths.

Fake news about the brand and history of Hermès

In 2015, Hermès was accused of using crocodile leather in the manufacture of Birkin bags. The information was denied and during all the uproar, Jane Birkin requested to leave the brand in order to preserve her image.

Some time later everything was resolved and things returned to the way they were before.

Everything in context

Hermès defends the concept that all its stores around the world must apply the unique and exclusive concept that the windows must always contextualize the characteristics of the brand and also the characteristics of the place where they are installed.

Hermès Paris

Pricing for an unparalleled experience, the Hermès unit in Paris, known as the brand’s outlet, also has a cafeteria and art library to promote more comfort and fun for its customers.

Custom zippers

The story goes that Émile-Maurice was the first person to take the zipper in France.

Meanwhile, in the year 1918, exclusive usage rights in the country were granted and the first Hermès golf jacket was made for Edward, Prince of Wales.

An accident that went right

The brand’s incredible and iconic orange boxes were cream colored with gold details.

However, with the Second World War, several inputs disappeared from stocks and the brand was forced to use the color orange, which is today its unmistakable trademark.

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