In celebration of Labor Day in China, luxury fashion brand Hermès is launching its latest campaign titled “Hermès Fit: Start the Movement.” This campaign focuses on promoting well-being and features Hermès silk in a range of products, including silk scarves, belts, and small leather goods. Through this unique initiative, Hermès reimagines its iconic products as sports accessories, capitalizing on the growing interest in health and fitness due to lockdowns and social distancing measures.
To bring this campaign to life, Hermès has launched a Mini Program on WeChat, a popular social media platform with approximately 1.16 billion active users. The Mini Program comprises four episodes, each ranging from 13 to 21 minutes, offering users guidance on breath management and posture improvement – essential aspects of well-being.
This strategic campaign comes at a time when Hermès has experienced impressive sales growth in Asia, excluding Japan. In the first quarter of 2021, sales surged by 94% compared to the same period last year, mainly driven by the mainland China market. By adopting a practical and inclusive storytelling approach, Hermès aims to give a boost to its Silk and Textiles Division, which has seen more moderate growth compared to other segments of the brand.
As Hermès continues to innovate and cater to the evolving interests of its customer base, the “Hermès Fit: Start the Movement” campaign showcases the brand’s commitment to incorporating well-being and fitness into its luxury offerings.
Image credit: ©Hermès
Useful links:
– For more information on the campaign, visit the Hermès website: https://www.hermes.com/
– Explore the Hermès Mini Program on WeChat for a closer look at the “Hermès Fit: Start the Movement” campaign: https://wechat.com/
