Hermès' Unconventional Approach to Marketing
Hermès has adopted a radically different approach: the French house does not have a traditional marketing department. This uniqueness, far from being a weakness, has become one of the pillars of its global prestige and intense desirability strategy. Since its creation in 1837, Hermès has built its reputation on a simple yet powerful mantra: "the product speaks for itself." Jean-Louis Dumas, former CEO, summarized it as follows: "We don't have an image policy; we have a product policy." Unlike most luxury brands that have dedicated teams for market analysis, advertising campaigns, or aggressive digital strategies, Hermès refuses to create a centralized marketing department. According to several sectoral analyses, the house does not seek to manipulate its customers or multiply promotional messages. Instead, the house employs a communication team responsible for press relations and media buying, as well as a creative team that designs seasonal campaigns. However, these functions do not resemble traditional marketing with targeting, market research, or mass advertising.
Anti-Marketing
Pierre-Alexis Dumas, artistic director at Hermès, confirmed this during an interview: "It's a diabolical idea from people obsessed with marketing. We don't have a marketing department. What we have, we put in the store, and it sells." This approach is sometimes referred to by experts as "paradoxical marketing." The idea is not to avoid all communication but to transform it. Thus, each initiative — whether it's poetic window displays, artisanal exhibitions, or creative events — is thought of as an extension of the Hermès narrative, not as a standard commercial advertisement. By refusing traditional campaigns and influencer marketing, Hermès cultivates an aura of mysterious exclusivity. This strategy works particularly well for its iconic products, such as the Birkin or Kelly bags, which are often in demand far exceeding available supply. According to economic analyses of the luxury market, this rarity contributes to maintaining the value of Hermès creations — some pieces even sell for more on the secondary market than in the boutiques themselves.
