Hermès’s unique approach to their stores has been a huge success, according to Diane Mahady. The brand’s personalized experiences are tailored not only to the products offered but also to the physical space itself. While the larger Hermès store on Madison Avenue offers a vast product selection and extensive hospitality services, the smaller Princeton location provides a more intimate and curated shopping experience for those who prefer it.
Mahady attributes the success of Hermès’s physical stores to their customization based on the environment in which they operate. For example, the Princeton store is designed with a scholastic theme in mind, featuring striped carpets reminiscent of libraries and books, and artwork that complements this aesthetic. This attention to detail creates a cozy and homey atmosphere within the smaller space, appealing to those seeking a more personal shopping experience.
Hermès places an emphasis on building relationships within the neighborhood rather than focusing on highly-trafficked locations. The Princeton store, with its affluent population and proximity to lucrative industries like biotech, pharmaceuticals, and finance, provides an ideal setting for a suburban outpost of the luxury brand. The town’s high median household income and the presence of Princeton University’s international students further solidify it as a prime location for Hermès to establish a presence. In cities like Boston, where wealthy students and their families frequent the store, Hermès finds success in cultivating these relationships as part of their brand strategy.
Overall, Hermès’s unexpected approach has allowed them to provide highly personalized experiences that appeal to their clients while also establishing themselves as a luxury brand in prime locations like Princeton.