Reverse Engineering Hermes Latest Birkin Ad
Since the onset of the COVID-19 pandemic, the allure of luxury fashion seems to have dimmed, with the idea of spending exorbitant amounts, like over $10,000 on a single bag, losing its charm. Medium has even labeled luxury brands as "out of touch" with the current times, suggesting that practicality now holds greater appeal over extravagance. The trend of "Quiet Luxury" dominated in 2023, and as we step into 2024, Hermes aims to rekindle interest in its iconic Birkin bag.
Erid du Halgouet, the Chief Financial Officer, has announced a modest increase in the price of the Birkin bag, ranging from 5% to 10%. This strategic move is aimed at maintaining pricing power amidst a consumer base that continues to crave luxury goods. To promote this newly priced Birkin as a must-have item for the masses, the company is revisiting the essence of what made the Birkin so desirable in the first place.
Madison Avenue Couture recounts the origins of the Birkin, tracing back to a chance encounter in 1983 between It-Girl Jane Birkin and Jean-Louis Dumas, the artistic director and CEO of Hermes. Jane, an actress, singer, and model, expressed her need for a practical yet luxurious bag that could accommodate the belongings of a busy mother. Dumas responded by designing a spacious interior with a secure locking mechanism, catering to her requirements.
The Birkin bag gained widespread recognition in August 2001, propelled to new heights of popularity by an episode of "Sex and the City." When Samantha declared, “It's not a bag—it's a Birkin!” the demand for this luxury accessory soared.
In today's society, flaunting a Birkin is often regarded as a symbol of status, yet consumers are increasingly scrutinizing its hefty price tag. This is where Hermes seems to be shifting its focus towards romanticizing the bag's practicality and honoring the woman who inspired its creation.
In the fall of 2021, an advertisement for the Birkin took a different approach, portraying it as an object of worship and bestowing upon it a godlike status, despite its exorbitant cost.
Even this bag in Herme’s Fall 2020 ad oozes impracticality and luxury as the bag is even flattened in some spots, appearing empty.
This is where the creative direction truly shines through. It's apparent that Hermes has made a notable shift in their marketing strategy, aiming to resonate with today's consumer. Let's dissect just one photo in detail. Our focus here is to analyze how the advertisement employs elements such as contrast, repetition, alignment, proximity, and color to capture attention and convey its message effectively.
Analysis
Contrast
The use of contrast in the ad is striking. On the right side of the bag, there's a depiction of clutter, symbolizing the model's hectic day-to-day life, filled with necessities and objects he might carry in his bag. In stark contrast, the left side exudes serenity and a sense of peace, emphasizing the practicality of the Birkin to provide support, allowing for a more effortless experience. Even the model's gaze, directed towards the serene side, reinforces this notion, highlighting the bag's ability to offer calm amidst chaos.
Repetition
Embracing the concept of quiet luxury, Hermes seizes the opportunity to subtly integrate their name and logo throughout the image, although it may not be immediately noticeable to the everyday consumer. The brand's strategy of releasing only a limited number of Birkins each year, with the exact quantity kept undisclosed, serves as a scarcity marketing tactic. In this advertisement, repetition plays a crucial role as the bag is showcased in various everyday settings, portraying it as a practical and versatile accessory. By doing so, Hermes effectively navigates away from the societal judgment often associated with luxury brands flaunting wealth during times of economic uncertainty.
Alignment
The image cleverly employs alignment to divide it into three distinct parts. On the left, we see the serene street life, while the center features the model with his Birkin bag, and to the right, the spilled contents of the bag. The parallel lines formed by the light post and buildings contribute to a sense of uniformity, effectively framing the model and drawing attention to the central focus. Additionally, the alignment of the bottom of the model's hand and eyes align closely with each other, creating a visual connection and emphasizing the importance of the bag and its contents. This arrangement adheres to the natural rule of thirds, ensuring that the bag remains the primary focal point of the image.
Proximity
The use of space between objects in the image is masterful. The model's arm wrapped around the Birkin bag creates a seamless flow, guiding the viewer's eye from the bag to its contents and back again. This establishes a clear relationship between the two elements, enhancing the narrative of the advertisement. Contrastingly, if the contents were scattered haphazardly across the ad, it would disrupt the storyline and make the items feel disjointed.
A subtle yet effective use of proximity is seen in the presence of the red fire hydrant and red cones in the background. These elements balance each other out, preventing any sense of imbalance or heaviness in the composition. By maintaining these details in the image rather than editing them out, the advertisement retains a sense of everyday life and contemporary experiences, enriching its authenticity and relatability to the modern consumer.
Color
Color plays a pivotal role in the ad, drawing upon Hermes's iconic palette to evoke the rich history and heritage of the Birkin. The brand subtly integrates its original and well-known colors, such as Hermes Noir, Hermes Craie, Hermes Gold, and Hermes Etain, which add depth and meaning to the composition.
The Birkin bag itself, rendered in Hermes Gold, is complemented by accessories like the saddle, belt, and iconic logo, all echoing this signature hue. This alignment reinforces the bag's timeless appeal and luxury status. Additionally, the presence of Hermes Craie, mirroring the color of the model's jacket and shirt, imbues the scene with a sense of tranquility and elegance, further emphasizing the bag's versatility and sophistication.
Hints of Hermes Noir are strategically incorporated throughout the ad, visible in the ribbon, black-and-white photos, perfume, and background scenery. This careful use of color not only pays homage to the Birkin's origins but also weaves a narrative that resonates with today's audience, just as it did with Jane Birkin in the 1970s. Overall, the color scheme serves as a visual thread that connects the past with the present, underscoring the timeless allure of the Birkin bag.
The left is a Birkin Bag on the runway in 2018, to the right is a Birkin on the runway in 2023
Final Thoughts
It will indeed be fascinating to track the impact of this campaign on Birkin sales over the next two seasons. The significant shift in creative direction under Nadege Vanhee-Cybulski, the current creative director, marks a departure from previous approaches.
Overall, the direction taken by the brand appears to be iconic, as it emphasizes the Birkin's origin and history rather than chasing fleeting trends that may lead to consumer burnout. This ad demonstrates a meticulous attention to detail, utilizing every principle of design to capture the essence of the Birkin and its original purpose.
While trends may come and go, the timeless appeal of a quality bag remains constant. This campaign highlights the enduring relevance of the Birkin and reaffirms its status as a must-have accessory. It will be intriguing to observe how consumers respond to this new direction and whether it translates into sustained sales growth for Hermes.
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