Influencers and Hermes

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#993
SDC2003 said:
I’m finding it harder and harder to take this brand seriously based on these so called influencers who have been getting bag offers in the last couple years or buying them elsewhere. Just scrolling through sm feeds I see the following persons with birkins or kellys - someone who looks like she’s a call girl getting a highly desirable picnic, a woman who admits to being on only fans (you may have seen her with her pasty), multiple resellers who flex their bags (faubourg, Himalayan, etc) and pretend to live the high life with photo shoots in cliche locations, the wife of a slumlord, and so many others who have shopping addictions and can’t stop shopping the brand. The clientele has changed a lot since the pandemic. And not in a good way. Brand protection seems nonexistent. Image doesn’t seem to matter. Is H really exclusive anymore? The shopping experience has declined with so much competition and all the stupid games. Brands like Patek and Rolex care about resellers. Patek even interviews you to determine whether you’re actually worthy of wearing their watch. With Hermes it is a free for all. Play the game by spending enough, resell the prespend along the way, and you still get a bag. Even my nail lady is buying Hermes bags and flexing on IG. She has a stack of cartier bangles and vca too. Go figure.
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I wish I could say that I disagree with something, anything here - but honestly? I can't. Everything that you have written is 100% spot on from my perspective. I can't say that Patek has specifically interviews my husband nor myself for the pieces we have, but I could totally see that and support it.

I'm just old enough that I missed the influencer craze - I do not follow a single one and have no real social media to speak of. That said, I'm familiar with the slumlord's wife as she followed an older IG account I had with a large following, since deleted. Just being totally candid here... I absolutely cannot stand her, her attitude, and the fact that she is so smug about there being actual information about what her husband has done to people, and animals, heartbreakingly, and continues to parade purchases et al for all to see. It sounds as if other influencers are annoying as well, but she just is intolerable IMO.
 
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#994
jenayb said:
I can't say that Patek has specifically interviews my husband nor myself for the pieces we have
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I was going to say, the formal interview part is not something I've really seen or heard about from any of the Patek owners in my family! I get the point, though.

The difference with H is that I think they might see this as a way to attract a younger (i.e. more years to buy) clientele. I don't agree with the strategy, but it's still such a highly coveted brand that from a basic numbers perspective, I see why it works. As someone who's always admired Hermes for quality but was discouraged from buying for years because I felt I was too young to really pull off some of the looks (yes, it's ok to be the only seventh grader wearing a silk scarf as a fashion statement; no, it doesn't make sense for a twelve-year-old to spend all of her limited personal money on just one scarf!). In my early 20s, I was buying brands like Miu Miu, which felt more my speed. I wonder if the feedback somewhere in the marketing pipeline was that the younger demo wasn't as into H, and now, they're overcompensating in a "how do you do, fellow kids?" kind of way.
 
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#995
Midge Maisel said:
I was going to say, the formal interview part is not something I've really seen or heard about from any of the Patek owners in my family! I get the point, though.

The difference with H is that I think they might see this as a way to attract a younger (i.e. more years to buy) clientele. I don't agree with the strategy, but it's still such a highly coveted brand that from a basic numbers perspective, I see why it works. As someone who's always admired Hermes for quality but was discouraged from buying for years because I felt I was too young to really pull off some of the looks (yes, it's ok to be the only seventh grader wearing a silk scarf as a fashion statement; no, it doesn't make sense for a twelve-year-old to spend all of her limited personal money on just one scarf!). In my early 20s, I was buying brands like Miu Miu, which felt more my speed. I wonder if the feedback somewhere in the marketing pipeline was that the younger demo wasn't as into H, and now, they're overcompensating in a "how do you do, fellow kids?" kind of way.
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My recommendation to H is that they probably should validate if the influencers they are prioritizing are actually providing the reach that they expect. Many of the influencers mentioned in the previous couple of posts primarily focus on Hermes specifically (sometimes, but very rarely sprinkle in other brands), and a good portion of their following are already Hermes clients just looking and comparing. I'd be curious if many of these influencers actually truly have reach to customers that are not already shopping at the house already. I've always been of the opinion that the majority of these folks are "influencers" to try and skew their own offers and experience with the brand, and where possible, to downright brag and show-off to other Hermes clients. And often, all it really does is just tick off other loyal clients. I'm sure if the offers stopped coming, etc. I'd wonder if these influencers would continue to upkeep their accounts chatting about how wonderful their "H fairy" is. I doubt it.
 
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#996
corgimom11 said:
My recommendation to H is that they probably should validate if the influencers they are prioritizing are actually providing the reach that they expect. Many of the influencers mentioned in the previous couple of posts primarily focus on Hermes specifically (sometimes, but very rarely sprinkle in other brands), and a good portion of their following are already Hermes clients just looking and comparing. I'd be curious if many of these influencers actually truly have reach to customers that are not already shopping at the house already. I've always been of the opinion that the majority of these folks are "influencers" to try and skew their own offers and experience with the brand, and where possible, to downright brag and show-off to other Hermes clients. And often, all it really does is just tick off other loyal clients. I'm sure if the offers stopped coming, etc. I'd wonder if these influencers would continue to upkeep their accounts chatting about how wonderful their "H fairy" is. I doubt it.
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100% agreed. Look at so many other brands across various industries who got tons of press when they sent stuff to influencers and then fell off the radar when the gravy train stopped. It's not a way to build a sustainable client base. It's just a way to peak at a certain point. Which is actually why I hope that the offers do dry up and the brand goes back to catering to people who really value H for its quality and not just the social capital it provides.
 
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#997
I'm on the Hermes side of tiktok and there's a group of Hermes micro influencers who are feuding right now like a bunch 2008 youtube makeup gurus. One person said that the people who spend money at Hermes in hopes of getting a bag are wasting their time and others are saying like they're wrong and shouldn't even be taking about a brand they don't like (or something of that nature; I got tired of following it). A lot of the discussion is frankly juvenile on both sides; I feel like a lot of people forget that they can discourse respectfully on social media.
 
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#998
Midge Maisel said:
100% agreed. Look at so many other brands across various industries who got tons of press when they sent stuff to influencers and then fell off the radar when the gravy train stopped. It's not a way to build a sustainable client base. It's just a way to peak at a certain point. Which is actually why I hope that the offers do dry up and the brand goes back to catering to people who really value H for its quality and not just the social capital it provides.
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Agreed . Influencers who depend on churn can only sustain it for so long. Maybe wishful thinking on my part, but as resale prices soften I imagine many of them will burn themselves out. I have no idea whether H has any sense of sm strategy here, but if so it is completely incomprehensible to me. I can’t understand how it can reconcile the heritage values of the house with the endless churn of the influencers. Surely H cannot be seeking to position itself as fast fashion.
 
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#999
jenayb said:
I wish I could say that I disagree with something, anything here - but honestly? I can't. Everything that you have written is 100% spot on from my perspective. I can't say that Patek has specifically interviews my husband nor myself for the pieces we have, but I could totally see that and support it.

I'm just old enough that I missed the influencer craze - I do not follow a single one and have no real social media to speak of. That said, I'm familiar with the slumlord's wife as she followed an older IG account I had with a large following, since deleted. Just being totally candid here... I absolutely cannot stand her, her attitude, and the fact that she is so smug about there being actual information about what her husband has done to people, and animals, heartbreakingly, and continues to parade purchases et al for all to see. It sounds as if other influencers are annoying as well, but she just is intolerable IMO.
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Totally agree with the last sentence.
I dont understand how she could still have so many likes and comments on each of her posts that aRe very engaged with her and supportive of her new purchases and opinions. And like i mentioned here before, the way she talks is super annoying. What’s up with that?
 
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#1,000
jenayb said:
I wish I could say that I disagree with something, anything here - but honestly? I can't. Everything that you have written is 100% spot on from my perspective. I can't say that Patek has specifically interviews my husband nor myself for the pieces we have, but I could totally see that and support it.

I'm just old enough that I missed the influencer craze - I do not follow a single one and have no real social media to speak of. That said, I'm familiar with the slumlord's wife as she followed an older IG account I had with a large following, since deleted. Just being totally candid here... I absolutely cannot stand her, her attitude, and the fact that she is so smug about there being actual information about what her husband has done to people, and animals, heartbreakingly, and continues to parade purchases et al for all to see. It sounds as if other influencers are annoying as well, but she just is intolerable IMO.
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100%. I also had a larger handbag IG back in the day(since deleted and I wonder if we followed one another :hugs:) and interacted with her often personally. Heartbreaking and disgusting that she parades her bags after what her husband has done. Personally I would remove all forms of social media if I were her. But then again we clearly have a different set of morals….
 
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#1,001
forgetmenot301 said:
100%. I also had a larger handbag IG back in the day(since deleted and I wonder if we followed one another :hugs:) and interacted with her often personally. Heartbreaking and disgusting that she parades her bags after what her husband has done. Personally I would remove all forms of social media if I were her. But then again we clearly have a different set of morals….
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Pretty sure we did follow each other actually! ;) <3

But yes... I had interacted with her personally as well prior to understanding the source of her ability to purchase H and other luxury goods, the vacations & RTW, et al...

If I were her I would have deleted all social media and, frankly, I would have deleted my husband as well. I am fairly certain he is still in jail, yet she continues to spend his ill-gotten money in a very public setting. Gross.
 
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#1,002
jenayb said:
Pretty sure we did follow each other actually! ;) :heart:

But yes... I had interacted with her personally as well prior to understanding the source of her ability to purchase H and other luxury goods, the vacations & RTW, et al...

If I were her I would have deleted all social media and, frankly, I would have deleted my husband as well. I am fairly certain he is still in jail, yet she continues to spend his ill-gotten money in a very public setting. Gross.
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Lol, Totally would have deleted my husband if I were her too. The whole situation is beyond gross
 
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