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PESTEL analysis - Hermes Paris

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documents in English
9 pages
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  1. Globalization
  2. The external environment (PESTEL analysis)
    1. The political environment
    2. Economic environment
    3. Socio-cultural environment
    4. Technological environment
    5. Ecological environment
    6. Legal environment
  3. Success factors and competitive edge

The luxury industry and especially the French luxury world is quite interesting when it comes to international marketing because the marketer has to take into account the fact that it is a market with its own rules and success factors. Throughout this analysi,s the idea will be to look at the main focuses the international marketer must keep in mind in general with an emphasis on how things are done in the luxury world. To make the study simpler the reference company chosen is Hermès. This old French 'Maison de luxe' has been quite successful since the 1830s and is interesting because it is one of the last Maisons to not be part of a strong group like PPR1 Gucci, LVMH2, or Richemont. Hermès started out selling saddles and harnesses and grew to become famous for its leather bags especially the 'Birkin Bag' as well as their silk scarves or 'carrés de Hermès'. They also sell perfumes and accessories as well as jewelry and have diversified quite successfully throughout the years. In terms of price, the least expensive items are the perfumes which are usually around 60 euros. The bags, however, are much more expensive. The famous Birkin bag, for example, has a price set at 3,500 euros.

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