Written by: Caleb Gan and Claire Chan
Fancy paying upwards of S$10,000 for a highly-coveted bag? Welcome to the world of Hermès, where you can only score its elusive Birkin bag if the sales associate deems you worthy of being its owner.
In Greek mythology, Hermès is a Greek God known for his speed, agility, and athleticism. We wondered what could bridge the gap between Hermès’ (the Greek God) physical attributes and its 21st-century luxury fashion counterpart.
Our Experience
Hermès recently had a pop-up booth at Orchard that ran from April 14 to 23. The pop-up shop had three levels, each with a different purpose. The first level focused on make-up, with multiple lipsticks and lipstick covers on display.
However, the aspect that I found the most interesting was the bright orange ping pong table located in the middle of the exhibition. Hermès did an excellent job in choosing ping pong to be displayed in their booth, as it’s a staple sport that was played by many Singaporeans growing up. In my opinion, this marketing strategy from Hermès was insightful and impactful, as they managed to tap into the nostalgia of Singaporeans while also preserving the status and prestige that is commonly associated with Hermès.
As we proceeded to the second level of the booth, we delved more into the physical aspect of the exhibition. The room was decked with a plethora of gym equipment ranging from kettlebells, squat racks and bench press machines. As an avid weightlifter, I was mesmerised by how Hermès managed to turn something so rustic and sturdy into a fashionable and luxurious item. In addition to the equipment mentioned above, Hermès decorated the remainder of the level with a boxing ring, quality punching bags, as well as yoga stations for consumers to use.
What caught Claire, my co-writer, and my attention was the performance showcase! Dancers clad in Hermès accessories performed a contemporary piece in the boxing ring. The dancers moved quickly and energetically with an emphasis on rhythm and beat. As it progressed, the dancers incorporated more complex moves, such as spins, jumps, and slides. Through the dance, I appreciated the physical discipline and mental fortitude that these dancers possessed. As an athlete that specialises in weightlifting, I am not the most flexible individual, so when I saw the dancers executing flawless acts in the performance, I realised that they could only pull off those moves due to their countless hours training.
The last level was reserved for various physical classes. As we went in the month of April, most of the classes were already booked and we could not get to try out any of them. However, from the brochure that we were given, it stated that Hermès offered multiple classes from yoga and stretching to HIIT. Despite not being able to take part in said classes, we were given the chance to observe them behind a glass window. We saw how the instructors were able to engage with participants, striking a balance between a fun and tenuous exercise.
It was also at this level that I saw the significance of how Hermès relied upon the use of Artificial Intelligence (AI). Recently, many consumers in the industry rely on software such as AI fitness trainers to help tailor and structure a workout programme that best suit their needs. These consumers can also measure their dimensions using AI, which uploads garments that can best complement their body shape or size.
In the case of Hermès, they decided to allow their consumers to experience the use of AI. They had them recreate yoga poses that were shown on the screen, with the software recording their every move and providing instantaneous feedback on how to improve their form. Additionally, the software provided a filter, whereby consumers that partook in the yoga poses could try on different Hermès garments. I was impressed by the amount of insightfulness and resourcefulness that went into executing this segment of the exhibition.
When fashion transcends the runway
What we took away when we went there was that fashion transcends boundaries and that it is slowly being integrated into our daily lives. And it’s not just Hermès with its fitness theme. Recently, Coach launched a cafe in Chinatown serving coffee with a World Art Experience. Showing that fashion brands have stopped becoming rigid and only limit themselves to selling fashion staples (I.e. ready-to-wear, bags, shoes, accessories) but instead venture out and explore more options and cater to the new generation of consumers.
