3.（法国）爱马仕 Hermes

品牌名片

品类：皮具、服装、香水、饰品

标志风格：奢侈、尊贵

创始人：蒂埃利·爱马仕（Thierry Hermes）

诞生地：法国

诞生时间：1837年

爱马仕品牌标志最上方是以马车马夫与马的形象呈现，由于爱马仕最早期的时候是以制造高端马具起家，所以这点也看出爱马仕一直保持着初衷。标志设计整体采用橙色，温暖并且时尚。

品牌阅读

Hermes is a world famous luxury brand, founded in 1837 by Thierry Hermes in Paris, France. In the early years, it made advanced harness.Today it specializes in leather, lifestyle accessories, perfumery, luxury goods and ready-to-wear.So far, it has had a history of 180 years.

Born in Krefeld（Germany），Thierry Hermes was the son of a French man and a German woman. The family moved to France in 1828.In 1837，Thierry Hermes first established Hermes as a harness workshop on the Grands Boulevards quarter of Paris, dedicating to serving European noblemen.He created some of the finest wrought harnesses and bridles for the carriage trade.Monsieur Hermes earned citations, including the first-class medal in 1867 at the Expositions Universelles in Paris.

In the 1970s, the watch subsidiary, La Montre Hermès, was established in Bienne, Switzerland.Then, throughout the 1980s, Dumas strengthened the company’s hold on its suppliers, resulting in Hermès gaining great stakes in prominent French glassware, silverware and venerable tableware manufacturers such as Puiforcat, St.Louis and Périgord.

From the 1980s, tableware became a strong segment of the firm.And, overall, the collection of Hermès goods expanded in 1990 to over 30，000 pieces.New materials used in the collection included porcelain and crystal.

By the late 1990s, Hermes continued extensively to diminish the number of franchised stores, buying them up and opening more company-operated boutiques.

Today, Hermes has 17 product divisions encompassing leather, scarves, ties, men's wear, women's fashion, perfume, watches, stationery, footwear, accessories, harness supplies, household series, tableware and jewelry.

爱马仕是世界著名的奢侈品品牌，1837年由蒂埃利·爱马仕创立于法国巴黎，早年以制造高级马具起家，如今专门从事皮革、生活配饰、香水、奢侈品、成衣生产。迄今已有180年的悠久历史。

出生于德国克雷菲尔德，蒂埃利·爱马仕的父亲是法国人，母亲是德国人。1828年，举家搬往法国。1837年，蒂埃利·爱马仕在巴黎的Grands Boulevards创建了马具车间，他决定服务于欧洲贵族。他为上流社会创造精致的马具和缰绳。爱马仕先生赢得了大家的褒奖，包括1867年在巴黎举行的世界博览会中，赢得一级荣誉奖章。

在20世纪70年代，制表子公司La Montre Hermès在瑞士比尔市成立。后来，在整个80年代，爱马仕先生的女婿Dumes加强了对其供应商的管理，这使得爱马仕从著名的法国玻璃器皿、银器餐具制造商那里获得了大量的资助，比如Puiforcat, St.Louis以及Périgord。

从80年代开始，餐具成为公司的一个主打产品。总的来说，爱马仕的产品在1990年扩展到30000多件。产品系列中运用了新材料，包括瓷器和水晶。

到20世纪90年代后期，爱马仕大量减少专卖店的数量，买断专卖店，并开设更多直营精品店。

时至今日，爱马仕旗下共有十七种产品系列：皮革、丝巾、领带、男女时装、香水、腕表、文化用品、鞋类、配饰、马具用品、家居生活系列、餐具及珠宝首饰。

读书笔记

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