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As Pierre-Alexis Dumas of Hermès reiterates in this highly insightful 60 Minutes segment, Hermes does not have a Marketing department. And as you can see from the segment, it doesn’t need one because some products/brands are so brilliantly ICONIC. Hermes' business values, culture and execution generate awareness (including from 60 Minutes) and desire so powerful that Marketing would be a waste. Maybe even antithetical. So many luxury and fashion brands envy Hermes-but they can never bring themselves to the point where their organization, design, quality, craftsmanship and distribution can come even close to duplicating the Hermes Way in their own DNA. So they rely on storytelling and marketing gimmicks. Greatness is really hard, and most brands are simply not up to putting in the investment and the work. Notice that while Hermès does advertise some, it does not rely on a star creative director or celebrity endorsements that other fashion and luxury brands are addicted to. Stars covet Hermes. The paradox is that Hermes does not necessarily covet any Star. It covets the UHNW SuperClient. Many lessons here, including the ironic fact that while my hospitality and automotive clients, and clients in many other luxury categories, are always eager to learn and master skills that they can apply by analogy to their business models from our Hermes case studies, no luxury or fashion brand ever inquires. If you want to know why your “luxury fashion brand” is faltering take a look at this segment. ICONIC success leaves clues. Or you can always take the easy shortcuts and be a commodity.

Craft vs. Speed: A Lesson from Hermès In a world obsessed with immediacy, Pierre-Alexis Dumas, Hermès’ Artistic Director, offers a compelling perspective on patience and quality. The conversation highlights a fundamental truth: you cannot compress time without compromising quality. Whether it’s luxury craftsmanship, customer care, or business transformation, this resonates deeply. True excellence takes time. It’s about respecting the process, the skill, and the people behind it. How often do we balance speed and quality in our own work? Are we sacrificing long-term value for short-term gains?

Whether you call them brand assets, brand codes, distinctive brand assets or something else, you should know, understand and cherish them for your business. I love the fact that Burberry have a part of their website dedicated to exploring what they call their 'house codes'. Now, you could quibble and say that the trench coat and cashmere scarf aren't really DBAs (even though the trench coat was the original Thomas Burberry product and an icon of the genre), but the Burberry check? Surely an OG. I also love the work that Burberry did to take back ownership of the check having got their licensing horribly wrong in the 90s (if you don't know what I'm talking about just Google 'Daniella Westbrook Burberry'). Under the leadership of Rose Marie Bravo and Christopher Bailey, Burberry is one of the ultimate case studies in reinvigorating a brand by reconnecting with its DNA. The Functional, Accessibly Luxury positioning drove massive success. https://lnkd.in/e9dJcmeP

💎 Luxury Goods: Craftsmanship Meets Protection Through IP 💡 From designer handbags to exclusive watches, luxury goods are a blend of artistry, heritage, and innovation. Behind these coveted items is intellectual property, ensuring their exclusivity and value remain protected. 🚀 Here’s how IP shapes the luxury industry: • Trademarks: Protect iconic logos, brand names, and designs that represent luxury and trust. 🛡️ • Design Rights: Safeguard the unique aesthetics and craftsmanship of high-end products. ✨ • Patents: Protect innovative features like cutting-edge materials and advanced production techniques. 🔧 Why it matters: • IP ensures that luxury brands maintain their authenticity and exclusivity. • It protects consumers by guaranteeing the quality and originality of their purchases. • It supports creativity and craftsmanship in one of the world’s most aspirational industries. At NovaLexi, we celebrate the role of IP in preserving the legacy of luxury and empowering its future. 🌟 Stay tuned for more stories about IP’s impact in the world around you! 💡 #NovaLexi #IPInEverydayLife #LuxuryGoods #Innovation #Craftsmanship #IPAwareness #IntellectualProperty #MENA #SaudiVision2030 #SAIP #NIPST

👜 "𝐖𝐞 𝐚𝐫𝐞 𝐚𝐛𝐨𝐮𝐭 𝐜𝐫𝐚𝐟𝐭, 𝐧𝐨𝐭 𝐦𝐚𝐜𝐡𝐢𝐧𝐞𝐬."👜 This powerful insight from 𝐏𝐢𝐞𝐫𝐫𝐞-𝐀𝐥𝐞𝐱𝐢𝐬 𝐃𝐮𝐦𝐚𝐬, 𝐇𝐞𝐫𝐦è𝐬 𝐀𝐫𝐭𝐢𝐬𝐭𝐢𝐜 𝐃𝐢𝐫𝐞𝐜𝐭𝐨𝐫, perfectly encapsulates the essence of the Hermès brand. 💨 In today’s fast-paced world, speed often dominates as a core value. However, as Dumas reminds us, the relentless pursuit of speed can erode what truly matters: quality and craftsmanship, defining Hermés 𝐯𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 & 𝐠𝐨-𝐭𝐨-𝐦𝐚𝐫𝐤𝐞𝐭 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲. ⏳ At Hermès, time is an ally, not an obstacle. It’s a reminder that some things cannot—and should not—be rushed. Because 𝐰𝐡𝐞𝐧 𝐭𝐢𝐦𝐞 𝐢𝐬 𝐜𝐨𝐦𝐩𝐫𝐞𝐬𝐬𝐞𝐝, 𝐪𝐮𝐚𝐥𝐢𝐭𝐲 𝐢𝐬 𝐢𝐧𝐞𝐯𝐢𝐭𝐚𝐛𝐥𝐲 𝐜𝐨𝐦𝐩𝐫𝐨𝐦𝐢𝐬𝐞𝐝. Dumas' words offer a crucial reminder in our world of instant gratification: we must cultivate patience and meaningful relationships. #brading #marketing #strategy

The Prada Exception: How the Trend-Setting Group Bucked Luxury’s Uneven Slowdown. The star-studded front row at Prada's Spring/Summer 2024 show. A cultural strategy that includes tie-ups with both A-listers and artsy, intellectual figures has boosted the company. Read More: https://t.ly/cCCXe #LuxuryConnect #LuxuryCruxx

 Do You Dare to Set the Standard? Reflections on Innovation.   Few have the courage to lead with bold ideas, but Audemars Piguet did just that.   Have you ever wondered why so many watches today have a 42mm diameter—even smartwatches like Apple’s? At first glance, it’s intriguing to see how widely this standard has been adopted across brands.   So what's the story behind it?   In 1989, AP’s designer, Emmanuel Gueit, set out on a mission. He envisioned the Royal Oak (Offshore) as a watch for a new generation   How?   By reimagining it in an XXL size, nearly 250% larger than the current 36mm standard.   *If you work in the sector, you understand how shocking it was*   At the 1993 Basel Fair, the reaction was skeptical and cold.   But that boldness quickly caught the attention of younger buyers and niche markets, including Italy.   By the '90s, the Royal Oak Offshore’s popularity was undeniable, setting a new industry standard at 42mm that others would soon follow.   It was worn by icons like Arnold Schwarzenegger and later by Jay-Z, Rubens Barrichello, Shaquille O’Neal, and Michael Schumacher.   Every game-changing innovation starts with someone daring to think big. Bringing innovation is always risky, but it’s the bold moves that often shape industries and leave a lasting impact.   Faith in the mission.   #StrategicCommunication #Innovation #BrandStrategy #ThinkBig #SettingStandards #CommunicationStrategy #StrategicLeadership #BrandVision #InnovationInDesign #CommunicationStrategy #Communication #Marketing #luxurysector

A couple of weeks ago, I watched an interview with Hermès Artistic Director Pierre-Alexis Dumas, where he explained why Hermès bags can take years to get on a waiting list. I really loved something he said, “Are we going to be so obsessed with speed and immediate satisfaction? Maybe not, maybe there is another form of relation to the world which is link to patients, to taking the time of making things right. You can’t compress time at one point without compromising quality”. In a fast-paced world where everything is expected to be delivered on tight timelines, I found his perspective refreshing. Particularly in the creative industry, where deadlines for concepts and designs are often unrealistic, there’s a tendency to compromise on quality and creativity. Too often, the pressure of time stifles the freedom needed for those moments of true inspiration. I truly believe that sometimes, to achieve the best results, all you need is time. It’s a mindset I wish more people embraced. Creativity deserves the space to breathe, and great work doesn’t always happen under a ticking clock. #CreativeProcess #QualityOverSpeed #Hermes #ArtOfCreation #2025Goals

Major news in the fashion and luxury world to initiate the 2025! The legendary Parisian fashion house Christian Lacroix SNC has been acquired by Sociedad Textil Lonia (STL), a Galicia-based group with a 25% stake held by Catalan powerhouse Puig. This acquisition not only secures Lacroix’s iconic archives (symbols of French haute couture’s history and artistry) but also strengthens Sociedad Textil Lonia (STL)’s brand portfolio and international footprint in the fashion and luxury market. Sociedad Textil Lonia (STL), known for its stewardship of Purificación García and CH Carolina Herrera, has an impressive track record of product-collections development, global network, omnichannel retail expansion worldwide, and additional strategic partnerships across the Middle East and Latin America. With Christian Lacroix SNC now under its umbrella, Sociedad Textil Lonia (STL) is set to redefine its position on the global stage, and Luxury Conglomerate at early stages perhaps? Congratulations to Sociedad Textil Lonia (STL) teams in US and SPAIN for the acquisition. #luxury #acquisition #expansion #smartbusiness #newopportunities.

Top 5 Most Expensive Hermès Birkin Bags in 2025 Discover the top 5 most expensive Hermès Birkin bags in 2025, their unique features, and why they remain coveted icons of luxury and investment. Read More: https://lnkd.in/dxr8FnQg