It just feels like you are set on resisting the impact of influencers and dismissing their influence. Sure, they might not be everyone's cup of tea but there's no doubt they have shaped marketing and media -- Hermes' 2022 sales numbers that someone else posted is just one piece of evidence, not to mention the sheer number of unboxings, hauls, and holy grail-type videos that sprang up during the last few years, all of which drive consumer awareness and demand.
Medium and micro-influencers are probably even more important than mega-influencers in driving sales. Their content feels relatable, they might be more likely to be in a particular customer's niche and gain traction in that community, and the huge number of them means that they boost the search results and postings for a brand in a significant way. If Tamara gets a bag, that's just expected favoritism, but if a smaller influencer scores a bag -- well maybe I can get lucky just like she did (so the thinking goes).
In any event, there is just no doubt that influencers have chipped away at the cult of A-list celebs. Younger consumers are watching Double Vanilla or Amelia Rose on youtube, audrey peters on Tiktok, or just scrolling through the #hermesunboxing hashtag on IG. Not looking at the A-list.
As for the question of why H needs to offer bags to smaller influencers, the point is that the audience for those influencers will covet the bag, start their H journey, start spending money at the boutique they may not have spent without the influencer's push -- and because the viewers are not influencers and will not be similarly able to score a bag without prespend, they may be hooked into spending more to get that bag for social media purposes or just for self-gratification.
Actually, I was not planning to reply anymore about this topic. But as you have stated very clearly about your viewpoints, I just write this to share with you what my viewpoints are.
I do agree and understand the point you mentioned about how the influencers are chipping away the cult of A-list celebs, they are becoming more influential in marketing and media, and how many young people find them relate-able. This I understand and agree as a new trend in media. In fact, I did like the previous comment posted by 7th house (below). She has good points about how influencer-relatability works, even I am not sure if Hermes Birkin/Kelly need additional introduction to the world as they have been so famous for decades.
"Hermes wants to attract the nouveau rich. And you know, if you didn't come from money, Hermes can be so intimidating as a brand. However, if you follow an influencer who has that brand it makes the brand look a bit friendlier... So is it possible that Hermes maybe doing this? They wanna attract a new type of clientele who maybe wanting to get in the circle through using relatable influencers? (this is just me being a bit crafty, no offense) the already rich and famous don't need an intro to birkin or Kelly. But, the new rich people who probably made their money say from tech start ups or new businesses would need an intro to B and K.
However, I find the posts that considered Hermes business growth is the effect of the influencers culture (esp. "the lesser known" ones) a bit too generalizing. We all know Hermes has significant business/revenue growth in the past 2 years. However, Hermes is not the only luxury brand that see significant revenue growth, so are LVMH,
Prada, Rolex, Richemont, etc. luxury brands. All these brands are seeing eager new clients who want to buy their Ready-to-Wear, Watches, bags, etc, to an extent that the shelves are quite empty in the boutiques most of the time. But what drives these new eager clients - that is the
Quantitative Easing which has been generating so much wealth for many people.
In regards of new clients at Hermes - actually Hermes not only get some new clients via influencer culture, but there are many new clients who were originally shopping at Chanel and are switching to shop at Hermes as a result of crazy price increases happening with Chanel handbags/ready-to-wear last few years. These Chanel clients are no strangers to high-end luxury brands, and a good portion of them are really the targeted clients that Hermes would want to cultivate long-term client relationships with because of their spending potentials.
With the above, while I think Hermes use "lesser known" influencers to promote their makeup line, I quite doubt Hermes need to promote their Birkin or Kelly handbags via "lesser known" influencers as some posts were suggesting Hermes
need to (?) offer to "less known" influencers just to capture more new clients. If Hermes simply wants to capture any new clients influenced by "lesser known" influencers (who most are after quota bags, and some need to resell the H products on FB/Instagram to fund their purchases), you would not see new clients being turned away because they cannot establish a work relationship with the SAs or the Hermes boutiques. Many Hermes SAs are indicating they are not taking in new clients, because they already have enough existing clients. All these are pointing to the fact that Hermes has been saturated with clients who can truly afford their products, and has to be selective in their clients who have the real spending potentials and are no strangers to luxury brands.
At the end of the day, everyone is entitled to their own opinions regarding this "influencer" matter. It's ok for anyone to share their viewpoints on this matter. And, I don't see a need to explain my viewpoint any further.
