Hermès For Hipsters?
It seems the marketing people at Hermès have noticed that hardly anyone under the age of 80 is wearing their scarves (outside of we hardcore devotees), and so have set about to make them appeal to a younger audience. A few readers over the last few weeks have sent me a link to the Hermès website, jaimemoncarre.com (I love my scarf) and asked what I thought. I’ve noodled around in there a few times, and came away a bit underwhelmed.
Well, I’m obviously not the target audience. Those of us who love and appreciate our carrés as a form of wearable art are going to wear when the mood strikes, regardless of their hip quotient. The website strikes me as a rather cynical and obvious attempt at a manufactured trend, though again, my finger is not exactly on the pulse of youth culture. Some of the kids in the photos look to be about 15 years old. Most Hermès scarves cost upward of $350 US. Do they really think that people in their teens and early 20’s have that kind of accessories budget?? Or are they just hoping to counterract the currently fusty image of Hermès scarves that has taken hold? If the kids are doing it, does that make it cool?
Hey, I don’t begrudge the kids a nice scarf. If they have the money and the style to pull it off, more power to them. They could certainly do worse. But I don’t think Hermès is fooling anyone with the faux street-style cred they’re trying to pull off with the images on this website. If I were still a young woman, I think I would scoff at this trying-too-hard attempt to sell me on the coolness of it all.
What do you think? Am I missing something?
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I do think it’s an attempt to make them trendy and get someone to wear them in this fashion out on the street and get themselves street style photographed, therefore raising the trend on the blogs and elevating it to “cool”. I know I for one did not fully appreciate Hermes scarves until a.) I was about 37 and b.) I could actually afford them.
Round here it’s the 18 to 25 year olds that I see toting Chanel 2:55 bags so I guess Hermes are trying to get a bite of Chanel’s younger market.
Actually, I like both of those pics, and I agree with the posters who’ve said that younger people do spend the money.
Your posts on scarves have encouraged me to get mine out of the closet and try them on for size. I don’t own any Hermes, but do have a lovely challis Liberty of London scarf, decades old.
I think you highlight a clever marketing effort here. I predict it will not take hold.
Its not just the marketing that doesn’t work for me. Hermes has also changed designers and now the scarves are in bright organges greens and purples. Gone are the horses, bows and tassels replaced by snarling tigers, modern geometrics and stylized palm trees. I love Hermes for its old world elegance. This year, I bought my beautiful “new” scarf at a consignment store that still had scarves with traditional designs.
As I tell my daughter frequently, when you get to be 60 you’ll wear chassics, too;unless, like Coach, they have given up the classics for teen appeal!
I have a beautiful daughter in law who is now 31 years old. She looks spectacular in classics—now to convince her that she has outgrown the styles of the very young. (And that’s for someone else to do.) They just don’t do her justice. But, she has a fear of looking “old lady”. Nothing is more beautiful than a young woman dressed in classic styles–imho
All I can say is that I hope that in a few years, when the next trend comes along, thrift and consignment shops will be full of offloaded Hermes scarves for us to find . . .
They need to hand out hordes of them to Brett Michaels. Carré of Love, baby.
Funny thing…I got a Hermes publication last time I was in the store and they had a full spread on just this…young hipsters artfully wearing scarves…looked a little edgy and raw.
I think they need to keep ahead of the game and maintain a high profile…advertising is a powerful tool.
I would have purchased Hermes in my 20’s if I was not busy adding to my collection of wedding china and crystal.
Nothing wrong with a marketing campaign. We’ll see if they bite. I love the picture of the scarf with the striped T. I would wear that that with straight jeans and flats and feel right at home.
Maybe the girls could borrow Grandma’s scarf? And, honestly, I wouldn’t be surprised if teenagers spent that kind of money on an accessory if they wanted to. My daughter has a friend w/ flaky parents who don’t work. She has a full scholarship to college. What did she do when a rich relative gave her $300 for summer spending money? She bought a pair of Chanel sunglasses. Similar gifts go to Chanel mascara and other make-up.
I saw this website about a month ago and thought it was a whole bunch of nothing. In one of the pictures, a girl (literally, a GIRL — she must’ve been 16 at most) was wearing a headband made of three carres braided together. I was like, “Ok, $375 x 3 = a whole lotta babysitting money!”
The site reminded me of Burburry’s Art of the Trench site but worse.
I’ve always appreciated the fact that some things are the “privilege of age,” but in a world that worships youth at all costs, I guess I’m a bit naive. I do think young girls/women spend lots of money on accessories (especially bags, which I think is so silly), so it makes sense that Hermes wants a piece of that action. However, I think those pictures are a little goofy-looking: I just think certain things look better at certain ages, and a Hermes scarf worn around your teenaged-head isn’t one of them.
Well it’s neither here nor there to me, as my sons are not raiding mine 🙂
I recently saw a young woman of 19 or 20 in black jeans and an Hermes silk shirt- a classic scarf print- and she looked marvelous.
Comme c’est ridicule!
I agree with the posters who don’t see this going anywhere — I’m not an Hermes collector, myself, but it would be sad if they threw over their brand cred to chase the kiddies.
IMHO, Coach never recovered after they did it.
RoseAG, I would love to see women in their 50s in ads. There are plenty of them who would do us proud.
Too funny LPC!
I understand where Hermes is coming from – we’ve already seen this with Burberry, with Chanel, with Coach. I hope it doesn’t go the way of Gucci in the ’80s where they lost all of their credibility in an attempt to appeal to a younger, hipper crowd.
I do see Hermes being mentioned by younger fashionistas – they even recently had Hermes on Gilt Groupe or another one of those luxury for less sites. I just hope they don’t lose their loyal following along the way.
Stephanie – good point. I think the intention is to generate buzz.
Tabitha – really?? I see 18-25 y.o.’s hear toting Louis Vuitton, Marc Jacobs and lots of fakes, but rarely do I see Chanels. But then Chanels aren’t as widely available here. And I agree that Hermes is trying to grab some of those youthful luxury dollars, can’t blame them, I suppose.
M – I’d probably wear that look too, though without all of the buttons and with a more subtly patterned scarf.
Frugal Scholar – it’s a different world these days, I guess. At that age, I didn’t even have a clue about designers or luxury brands; such things just weren’t available even should one have the money to purchase. Thanks to the internet, I think there’s much more awareness (and desire) among young people today.
Rita – it wouldn’t be the first time I’d be wrong about cultural trends!
Hmm, well, I’m an odd 26 year old I know…but I made it clear to my fiance at 22 that I would someday own a stack of Hermes scarves. I’ve yet to hunt down the ones I’m most interested in (Les Cles in a dark color and La Musique Des Spheres….I play the violin, so it appeals to me a lot!), but my now husband helps me scan ebay and consignment stores for them. Many of my friends (okay, all of them really) don’t get it, so I can see why Hermes would be trying. But honestly for the average 20-something year old, they don’t have the cash for it, and if they do, they’d rather spend it on something else….like champagne.
But if Hermes wants to send me a scarf to try and get my friends to buy them I’d be all for that!
Marsi – I do think it’s interesting how much impact street style blogs have had. It seems like everyone’s trying to copy that look, including fashion editors and advertisers.
Denise – I really don’t have a problem with young people “discovering” classic styles. I just find this marketing approach a bit forced, is all. Heck, I’ve always had an appreciation for classic styles, and if I’d been aware of Hermes scarves when I was younger, I probably would have wanted to wear them.
Susan – oh, I’m so glad you’ve been inspired to play with your scarves. One of my favorites is a Liberty of London, probably at least 50 years old, that I inherited from my grandmother. It’s hard to go wrong with a Liberty of London!!
Deb – some of the classic designs are “reissued” each season with new colorways; but if you keep an eye on some of the consignment sites, you can find those classics still available. I’ve been told that a lot of the bright colors and modern designs are to appeal to the Asian luxury consumer (this from an Asian Sales Associate). They’ve done a lot of scarves in recent years with Indian themes, which may correspond to a growing portion of India’s population with new wealth.
Anonymous – I used to love Coach, and now I think most of their designs just look tacky. (let the flaming begin) Seriously some of those logo bags look like they should be on the shelves at Target. But they’re making money hand over fist these days, so I guess they didn’t need my $$.
Susan – show her some pics of Grace Kelly, Audrey Hepburn. Classic, yes. Old lady, no.
materfamilias – right now, it seems that there is a lot of available inventory on consignment sites. But yes, leave it to the young to purchase and then move on and we’ll gladly glean the leavings!
LPC – you win Best Comment of the Day!!! Carres of Love, indeed.
hostess – if Hermes scarves can gain cache as ‘edgy,’ that’s one hell of a marketing team! 😀
Allie – I know that change is inevitable, and that companies have to continue to appeal to the next generations to stay in business, but like you I hope they don’t lose sight of those of us who love their classic pieces.
Kalee – those are fabulous choices. I occassionally see “Cles” in different colorways available on consignment sites; just keep looking. Hermes would do well to send you a scarf for PR purposes. You’d look fabulous in one!
Tiffany – here in LA, I think teens *tend* to spend on quantity rather than quality. But I do see teens with LV’s, so I know there’s some money being spent on luxury goods. Funny story, I was in a store the other day and the young sales clerk (a guy) looked at my LV Damier speedy and asked “Is that Damier?” I said yes, and asked him how he knew, and he said that he’s heard it mentioned in rap songs. So I’m hipper than I knew!
Duchesse – I’m always knocked out when I see a young person wearing a classic look in a fresh way.
Rose AG – I have to agree with Susan…I’d LOVE to see stylish 50+ women in ads!! Wrinkles and all.
Beth Hazelton – as I mentioned above, I’ll grant that luxury goods companies have to appeal to the consumers with the money. I hope they’ll not abandon their beautiful classics while they chase the younger market. But yes, let the trendies spend, and then consign!
Rubiatonta – agree about Coach. I really think they’ve diluted their brand; OTOH it doesn’t seem to be hurting them any.
Just for fun, take a look at these photos of stylish and beautiful women over 50. Any of them would be great in ads–and I think would spur purchasing by women in our age group. What do you think?
http://www.google.com/images?hl=en&q=beautiful+women+over+50&um=1&ie=UTF-8&source=univ&ei=G57kTPmSC4iq8AbOu9WfDQ&sa=X&oi=image_result_group&ct=title&resnum=3&ved=0CEQQsAQwAg&biw=1192&bih=668
Susan – oh yes, absolutely! If Helen Mirren showed up in an Hermes scarf ad, I’d bet sales would jump in our demographic!
I think I mentioned this in a recent comment…but since it is now apropos: Whenever I wear my Hermes scarves (I am 41 but look 31), everyone of every age gives me oolalas and asks where I got them. Half the young women asking don’t even know what Hermes is. But the vibrancy and the detail make them stand out to everyone. I hope their marketing campaign is successful b/c how glorious would it be if 22 year olds were sporting scarves?
I agree that teens spending that sort of money wouldn’t surprise me either (although it does somewhat appall me) … But I’m not thrilled by the marketing.
Marketers never market things with models the age of the people who actually buy the stuff — that’s a given.
If they can catch some 20-somethings with money or their gift-giving relatives that’s great. If they can appeal to some 30-40 somethings who want to be young that’s even better.
In truth they’re probably really selling to 50-70 somethings. But what 50-something wants to see their fat wrinkledly old self in an ad? Not me.
I totally agree with you…Hermes should let themselves remain classic, adorned by women who will appreciate the iconic art that they are. To be worn for no other reason than the label seems to miss the point of the classic chicness of it all, appearing desperate and cheap.
I do agree with materfamlias…let the young chippies pay the prices…I’ll be on the look-out in the consignment shops!
That teal blue scarf is gorgeous. I would pony up $350 for it. But I am not their target audience, je ne pas une hipster.;-)
Hermes have just opened a store in Shoreditch, east London – home of the hipster – so they’re obviously making a play for the younger crowd. I quite like the images – and the idea of young people buying iconic fashion items though I do think their core customers are, as you say, much older.
As I am not ” at home ” with silk scarves ( yet ), my reaction is +/-. The scarves shown look nice on the models too. I´d say that Hermes is securing it´s success for the future. Something good is to be found in this news as well. Maybe the young generation will learn to buy less and value high quality, when they hand over their money at the paying time.
RoseAG: I would love to see ads of women 50-70, of all weights and with the signs of age on their face in ads, Hermes’ and otherwise.
When I pick up Vogue, my overriding impression is that I am looking at adult clothes on children.
I think you articulated it nicely. My mother wore scarves like this when I was young. She looked fab, and I KNOW she never paid more than 10 pops (dollars) for a scarf. Salute ~ xox Alexandra
All I know is I love them for the idea of a patterned large silk square worn with a navy/white striped T.
LBR – that teal scarf would look amazing with your coloring!
St. Germain (love your handle!) I too would be delighted if people of all ages were to appreciate good silk scarves, and wear them. My only gripe was with the ad campaign, which felt to me a bit contrived.
metscan – I think there will always be people who learn to appreciate quality over quantity. The younger they learn, the better!
Coco Coterie – I agree that silk scarves can add such class and panache. And it’s true that they don’t have to be expensive if selected well.
That’s Not My Age – I could be totally wrong about this marketing campaign, I’ll concede that. Maybe it will resonate with a younger audience. It just struck me as trying too hard. I think it would be great if people of all ages started wearing silk scarves again.
Duchesse – agreed! I find images of chic, sophisticated 50-to-80-somethings absolutely inspirational.
Anonymous – I have to admit I love that idea too, and will be trying it soon.
Happy New Year Susan! I am stopping by with a morning coffee and reading all your Hermes posts. As I have gotten more into the color season way of thinking, scarves have been fun. I have picked up loads for erm, less than $5 at the Goodwill and St. Vincent De Paul stores and it was a great way to try (and sometimes get rid of) colors that might work or didn’t quite work, and then settled in on some nice winners.
I have never seen a Hermes scarf in real life. I have seen a Hermes bag once when I was at a charity event. A girlfriend and I both were like “oh look!” but this is not a thing in our midwestern area.
Anyway, I am browsing around as some gorgeous Hermes scarves, but new ones… a shawl is $1,000! Yikes. I may never feel up to the brand. Perhaps it’s like buying a piece of special jewelry.
Anyway, Happy New Year!!