Luxury brands, like all brands, need to stay fresh. Especially in the fast-moving world of fashion, what was the IT company last year can easily fold next year if it doesn’t continue to innovate. Hermes has been a luxury staple for decades, essentially because they understand how to reinvent their offerings, and stay on the bleeding edge of what is cool and creative.
Recently, Hermes in Melbourne, Australia has been showing their commitment to art by using their front window as something of an exhibition space. This is the window you would normally see packed with whatever a brand is trying to push at any given time. Instead, Hermes has given artists the go ahead to create a mini-exhibition in their own style.
One of the most striking of these has come from street artist Anthony Lister.
This is an excellent marketing move from Hermes. Yes, they’ve given up space that would usually show their products. However, what they’ve gained instead is brilliant positioning as a cutting edge, uber-cool brand, who also support local artists.
You can catch the installation for yourself at Hermes, Collins St, Melbourne.