Diane Mahady explains that Hermès’ clients appreciate the unexpected approach that the brand takes when it comes to their stores. This uniqueness is a communication tool that allows for highly personalized experiences, tailored from the products offered to the physical space itself. The Princeton store, with its 3,600 square feet, is a stark contrast to the massive 20,050 square feet Hermès store on Madison Avenue. While the larger store 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. The Princeton store, for example, is designed with a scholastic theme in mind, with 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.
Rather than focusing on highly-trafficked locations, Hermès places an emphasis on building relationships within the neighborhood. Princeton, 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.
Hermès finds success in cultivating these relationships as part of their brand strategy. In cities like Boston