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Some did not agree with the latest trend, so Dumas’ change of image created revolt and irritated certain family members. He intended to present the brand to a new set of consumers, primarily the younger ones. In 1979 he launched an advertising campaign featuring an attractive young woman wearing a Hermes scarf. Jean-Louis was also a skilled marketing strategist. Customers responded well, so revenues began to grow again. Python motorcycle jackets and ostrich skinny pants were soon introduced to the market. When Robert Dumas-Hermes’ son, Jean-Louis Dumas, became president of the company in 1978, he brought designers Eric Bergere and Bernard Sanz to renew the clothing collection. Some analysts have seen the cause of this in insisting on the exclusive use of natural materials, unlike others who have long since reoriented themselves to cheaper artificial materials. Respecting the house’s tradition, Robert also introduced novelties: the first perfume was launched, and the famous Brides de Gala scarf was made, produced more than 70,000 times.ĭuring the 1970s, the company recorded a decline in sales compared to competitors. Robert Dumas was connected to the family through marriage, and to strengthen that connection more, he added his wife’s surname to his, thus becoming Dumas-Hermes. The famous Duc-coach and horse logo was launched in 1950.Īfter the death of Emile-Maurice in 1951, the company’s management was taken over for the first time by someone who was not a direct descendant of Hermes. “Kelly is a rare and precious thing,” it says on the official website, and production is minimal because, as the company says, only a small number of craftsmen have the necessary skills to make them.
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The picture appeared on the cover of Life magazine, and the rest is history.
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One Hermes scarf is sold in the world every 25 seconds.ĭesigned initially as a saddlebag, the famous Kelly bag achieved world fame only in the mid-fifties when the renowned actress used it in an attempt to hide her pregnancy from the paparazzi. Since 1937, when the production of silk scarves was started, over 2000 unique designs have been created, of which those with horse motifs are incredibly famous and popular. From the mid-1930s, both Hermes watches for men and women’s Art Deco watches, made of 18K gold, were created. The production of jewelry inspired by equestrian sports began in 1927, and two years later, the first fashion collection for ladies was launched. Hermes introduced the first leather golf jacket with a zipper, made for Prince Edward of Wales, in 1918. They were the first in France to receive exclusive rights to use Fermeture Hermes, a zipper for leather products and clothing. Maurice inherited the family company and appointed his three sons-in-law as business partners: Robert Dumas, Jean-Rene Guerrand, and Francis Puchi, expanding their business and writing a new page in the history of this fashion empire. Since 1900, the company has offered the Haut a Courroies (HAC) bag, specially designed for riders used to carry saddles, boots, and hunting equipment.Įmile-Maurice, one of Charles-Emil’s sons, s tarted producing leather accessories and a little later, clothes. As only an affluent clientele lived in the area, the enterprising Charles-Emile quickly expanded the market to Europe, North Africa, Russia, Asia, and America. When his son, Charles-Emile, took over the business in 1880, he moved his father’s shop to 24 rue du Faubourg Saint-Honore, where it is still located today. The hardworking and talented Thierry quickly learned the craft and, in 1837, opened a workshop for making equestrian equipment, mainly for the needs of European noble families. In time, wars and illnesses took one by one family member, so when he remained the only one in 1821, Thierry left the family home and went to France. A French father and a German mother ran a small inn where they raised six children. The founder of the company Thierry Hermes was born on January 10, 1810, in Krefeld, Germany. Today, just like 180 years ago, every Hermes product reflects refined handicrafts and quality that pay homage to this brand’s rich heritage and history. Hermes is one of the oldest fashion brands in the world, founded in 1837 in Paris.