Hermès values uniqueness: How the brand creates highly personalized experiences in its smaller, scholarly-themed Princeton store

Hermès values the uniqueness of its stores and believes it to be a valuable tool for communication. This allows for highly personalized experiences that are tailored to each specific location. Despite the trend towards larger stores, Hermès still appreciates the charm of small stores and the intimate setting they provide. The Princeton location, at 3,600 square feet, is significantly smaller than the 20,050 square feet Hermès store on Madison Avenue. This intimate setting provides a different experience for clients who prefer something cozier and more personalized.

Hermès tailors each store to fit its specific location, creating a unique and tailored experience. In Princeton, the store reflects a scholarly theme with striped carpets and art that embodies the academic atmosphere. The goal is to make the store feel welcoming and residential despite its size. The brand values building relationships and prefers neighborhoods over high-traffic locations, like in Princeton where the median household income is significantly higher than the national average.

The success of the Princeton store can be attributed to the affluent demographic in the area. The town boasts a high median household income due to the presence of biotech and pharmaceutical companies, as well as Princeton University, which attracts international students and visitors. Mahady acknowledges the value of being close to an international university and sees potential in areas like Boston, known for its college town atmosphere. Overall, Mahady’s approach emphasizes the importance of personalized experiences and building relationships with clients in unique and tailored environments.