heard546
Senior Member
- Joined
- Jun 17, 2008
- Messages
- 872
- Reaction score
- 0
While trying to research the neckwear industry, I came across the newspaper article. I was trying to find out the top luxury brands by sales, styles, price point, and quality.
Stores Sell a Million Neckties Annually : A Little Animal Magic:Hermès Ties on a Roll
When neckties pulled ahead of women's ornate silk scarves as Hermès top-selling accessory, it marked a fashion revolution "” and a global marketing coup.
In less than five years, the Paris luxury goods house had zoomed to being a market leader in $100-plus neckwear, largely thanks to a new line of printed silk ties that featured elegantly drawn, colorful little animals. Jibes about "animal cracker" ties died in critics' throats as the ties suddenly became almost required wearing for politicians, businessmen and wannabees
In Hermès emporia from Paris to Hong Kong, men around stirrup-shaped brass racks wait for the opportunity to pull a trusted sales clerk aside in hopes of getting a lead on their pet tie out of the semi-annual collection of 70 or so. A lot of businessmen's international calls started to include an exchange of intelligence about what shop might still have a tie with blue bears on a white background.
The global frenzy was a marketeer's dream. Today, Hermès sells more than a million neckties a year, bringing in 10 percent of the French company's revenue. The animals' appeal has even revived interest in Hermès's more traditional ties, featuring geometric variations, usually on stirrups and other bits of tackle.
There was nothing preordained about Hermès's coup. It had been selling ties since the 1950s (and in fact is credited with inventing silk-screen printing as a decorative alternative to weaving patterns in silk), but it was a minor line. Hermès only made ties at all because its Monte Carlo shop, located next door to the Casino, had spotted a small market in tie-less gamblers who needed neckwear to meet the dress code imposed at the gaming tables.
Article taken from the International Herald
Stores Sell a Million Neckties Annually : A Little Animal Magic:Hermès Ties on a Roll
When neckties pulled ahead of women's ornate silk scarves as Hermès top-selling accessory, it marked a fashion revolution "” and a global marketing coup.
In less than five years, the Paris luxury goods house had zoomed to being a market leader in $100-plus neckwear, largely thanks to a new line of printed silk ties that featured elegantly drawn, colorful little animals. Jibes about "animal cracker" ties died in critics' throats as the ties suddenly became almost required wearing for politicians, businessmen and wannabees
In Hermès emporia from Paris to Hong Kong, men around stirrup-shaped brass racks wait for the opportunity to pull a trusted sales clerk aside in hopes of getting a lead on their pet tie out of the semi-annual collection of 70 or so. A lot of businessmen's international calls started to include an exchange of intelligence about what shop might still have a tie with blue bears on a white background.
The global frenzy was a marketeer's dream. Today, Hermès sells more than a million neckties a year, bringing in 10 percent of the French company's revenue. The animals' appeal has even revived interest in Hermès's more traditional ties, featuring geometric variations, usually on stirrups and other bits of tackle.
There was nothing preordained about Hermès's coup. It had been selling ties since the 1950s (and in fact is credited with inventing silk-screen printing as a decorative alternative to weaving patterns in silk), but it was a minor line. Hermès only made ties at all because its Monte Carlo shop, located next door to the Casino, had spotted a small market in tie-less gamblers who needed neckwear to meet the dress code imposed at the gaming tables.
Article taken from the International Herald
