Hermès launches into haute couture
Hermès has officially confirmed its entry into haute couture. This This prestigious segment will strengthen the company’s position in the very high-end segment. This ambitious project should be completed by 2026 or 2027.
The announcement had been expected for several months. At the end of 2024, Hermès CEO Axel Dumas had hinted that the Parisian house might explore haute couture. At the presentation of its annual results, he confirmed this ambition. Hermès, which has topped 15 billion euros in sales by 2024, sees this project as an opportunity to showcase its craftsmanship and appeal to an even more exclusive clientele.
A natural diversification towards excellence
Historically, Hermès has been a master of leather goods and saddlery. But its ready-to-wear business has grown by leaps and bounds in recent years. In 2024, the clothing and accessories division generated 4.4 billion euros, almost a third of the group’s total sales. At this rate, it could soon rival leather goods and saddlery, worth 6.4 billion euros.
Axel Dumas emphasizes that the rise of ready-to-wear has strengthened Hermès’ legitimacy to take the next step into haute couture. In his opinion, this evolution is not dictated by a marketing strategy, but by a desire forexcellence and absolute creativity.
A technical and strategic challenge
Entering the world of haute couture represents a major challenge for Hermès. This sector is based on strict requirements, particularly in terms of artisanal production and innovation. To obtain the “haute couture” designation, it is essential to meet the rigorous criteria imposed by the Chambre Syndicale de la Haute Couture, which will require substantial investment.
Hermès, known for its vertical integration, will probably have to develop or acquire specialized workshops, as it has done for leather goods and jewelry. This strategy aims to guarantee total control of production, a key element in the House’s DNA.
Seducing ultra-demanding customers
One of the aims of this project is toattract an even more selective clientele. The haute couture segment is aimed at the world’s wealthiest individuals, ready to invest considerable sums in bespoke creations. Hermès could thus increase its revenues, while reinforcing its status as an icon of timeless luxury.
With this announcement, the Parisian fashion house enters a new era, where prestige and exclusivity reach their peak. It remains to be seen whether Hermès will be able to impose its unique vision of haute couture in a world dominated by such historic houses as Chanel, Dior and Givenchy.
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