Hermès Tone of Voice — Elegant & Timeless

Tagline: "Contemporary Artisan Since 1837"

Industry: Fashion

Sector: Luxury

How Hermès Communicates

Hermès lets the craft do the talking. "Contemporary Artisan Since 1837" states heritage as a fact and leaves it there — no adjectives, no urgency. The voice is discreet and patient, certain that true luxury never needs to raise its voice.

Tone Words

Hermès's brand voice is defined by the following tone words: Elegant, Timeless, Artisanal.

Communication Style

Language Style: Discreet
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Hermès Brand Story

Hermès represents excellence in fashion. "Contemporary Artisan Since 1837" captures the brand's elegant, timeless, artisanal approach to their craft.

Brand Message

Contemporary Artisan Since 1837

Brand Mission

Deliver excellence in fashion

Brand Positioning

Core Concept: Elegant Fashion

Central Tension: Ordinary vs. Exceptional

About Hermès

Hermès International S.A. ( er-MEZ, French: [ɛʁmɛs] ), using the trade name Hermès Paris or simply Hermès, is a French luxury goods company that was founded in 1837 by Thierry Hermès in Paris, France. At that time, it specialized in the saddlery and harness making trade, producing equipment for horse riders and their horses. The company then branched out into many other trades, including leather goods (which is now its core business), followed by silk, ready-to-wear, watchmaking, jewellery, fashion accessories and perfumery. In 2020, the beauty division added a sixteenth business line. Hermès is still controlled by descendants of the founder, Thierry Hermès. The Hermès family is divided into three branches – the Dumas, Guerrand and Puech cousins – united within the H51 holding company. Except for the period from 2003 to 2013, during which Patrick Thomas was CEO, the company has always been run by a descendant of the founder. Today, it employs around 25,000 people, including 7,000 craftsmen and 15,000 employees in France, where it has 60 manufactures and production sites. In 2024, Hermès generated sales of 15.2 billion euros, with a net income of 4.6 billion euros.

Frequently Asked Questions About Hermès

What is Hermès's tone of voice?

Hermès uses a elegant, timeless, artisanal tone of voice. Their communication is discreet, typically using statement-style sentences in the present tense. Their tagline "Contemporary Artisan Since 1837" exemplifies this voice.

How does Hermès communicate with customers?

Hermès represents excellence in fashion. "Contemporary Artisan Since 1837" captures the brand's elegant, timeless, artisanal approach to their craft.

What is Hermès's brand message?

Hermès's core message: Contemporary Artisan Since 1837 Their mission: Deliver excellence in fashion

What is Hermès's slogan?

Hermès's slogan is "Contemporary Artisan Since 1837". It carries their elegant, timeless, artisanal voice.

What is Hermès's mission?

Hermès's mission: Deliver excellence in fashion

What makes Hermès's brand voice unique?

Hermès stands out through their elegant, timeless, artisanal communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Luxury sector.

What language style does Hermès use?

Hermès uses discreet language, with imaginative messaging, in statement-style sentences, using the present tense.