Steps away from Milans famous luxury highstreet Montenapoleone one could notice this week signs of a temporary outlet location of Hermes, a brand which rarely makes discounts in its own stores and has never sold in outlets, even specialized luxury outlet centers.
Crisis seems to have had a strong impact and even brands such as Hermes are very keen on reducing their stocks and therefore ensure a healthy balance.
We noticed how clever Hermes set up this temporary space, reinventing the logo and designing a special one, to clearly differenciate from the original, well known and recognized logo. The famous bags have been replaced by white transparent bags with the specially designed logo. The location is open for 2 days and all products are discounted up to 80%, a previously unseen figure in an Hermes branded store.
It came as no suprise to notice that over 60% of the merchandise was apparel, especially ladies, which is also the least successful division of Hermes products.