Hermes Tone of Voice — Artisanal & Exclusive

Tagline: "Hermes. Contemporary Artisan Since 1837."

Industry: Luxury Fashion / Leather Goods

Sector: Fashion

How Hermes 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

Hermes's brand voice is defined by the following tone words: Artisanal, Exclusive.

Communication Style

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

Hermes Brand Story

Hermes represents the apex of artisanal luxury. Beginning as a harness maker for European nobility, the house has maintained an unwavering commitment to handcrafted excellence. The Birkin and Kelly bags epitomize exclusivity.

Brand Message

True luxury cannot be rushed, replicated, or mass-produced

Brand Mission

Maintain unwavering commitment to handcrafted excellence

Brand Positioning

Core Concept: Artisanal Excellence

Central Tension: Scarcity vs. Desire

About Hermes

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 Hermes

What is Hermes's tone of voice?

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

How does Hermes communicate with customers?

What is Hermes's brand message?

Hermes's core message: True luxury cannot be rushed, replicated, or mass-produced Their mission: Maintain unwavering commitment to handcrafted excellence

What is Hermes's slogan?

Hermes's slogan is "Hermes. Contemporary Artisan Since 1837.". It carries their artisanal, exclusive voice.

What is Hermes's mission?

Hermes's mission: Maintain unwavering commitment to handcrafted excellence

What makes Hermes's brand voice unique?

Hermes stands out through their artisanal, exclusive communication style. Their central brand tension, "Scarcity vs. Desire", shapes how they communicate across the Fashion sector.

What language style does Hermes use?

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