Hermès’ full line counters in Myer and David Jones were a strategic initiative aimed at expanding the brand’s distribution and increasing both brand awareness and sales in the Australian market.
Hermès’ full line counters in Myer and David Jones were a strategic initiative aimed at expanding the brand’s distribution and increasing both brand awareness and sales in the Australian market.
Hermès’ full line counters in Myer and David Jones were a strategic initiative aimed at expanding the brand’s distribution and increasing both brand awareness and sales in the Australian market.
Hermès Experiential Counters
OVERVIEW
The opening of our Hermès’ full line counters in Myer and David Jones has been a strategic initiative aimed at expanding the brand’s distribution and increasing both brand awareness and sales in the Australian market.
The project began in 2022 with the launch of the second full line counter at Myer Melbourne, followed by the opening of David Jones Bourke St in 2023, and continued with Myer Bondi and David Jones Chadstone in 2024.
OBJECTIVES
Increase Hermès’ presence in the Australian market by opening new full line counters in Myer and David Jones.
Increase awareness of Hermès beauty and fragrance collections by strategically opening full line counters in high-traffic retail locations.
Drive sales and build long-term customer loyalty by offering an elevated, immersive in-store experience and direct access to Hermès’ full beauty and fragrance range.
STRATEGY
Expand Hermès’ presence in Australia by opening full line counters in key Myer and David Jones stores, giving customers easier access to the brand’s luxurious beauty and fragrance collections.
Each counter was designed to provide an immersive and interactive experience, showcasing the full Hermès beauty and fragrance range with the expert guidance of our in-store team.
CUSTOMER EXPERIENCE
During the counter openings, we offered different customer experiences, such as personalised hand embroidery, fragrance engraving, and special treats like macaroons and flowers, creating an engaging event atmosphere to attract customers to the new counters and encourage them to explore Hermès beauty and fragrance collections.
Beauty experts are also available at the counters to offer flash make up services and help customers choose and discover the Hermès beauty range.
