HermèsFit Appeals to the Active Side of Luxury Consumers
Laura McQuarrie — October 28, 2021 — Lifestyle
References: hermes & fashionunited.uk
Hermès is inviting its clientele to participate in HermèsFit in Paris as a way to show off its iconic accessories and at the same time, support healthy movement. This global initiative is kicking off with an event in the École des Beaux-Arts and it is set to offer something for everyone with carré yoga, stretch’ceinture and chapeau balance.
Upon entry, guests will be encouraged to choose a Hermès accessory like a silk scarf, bracelet or a pair of shoes, to support the sessions they will be participating in. The athletic event will also include a weights rack, barbells, a HermèsFit boxing ring, climbing wall and punching bags, plus a photo booth and a juice bar.
HermèsFit will be making other stops in locations like Tokyo, New York, Taiwan and Shanghai to share "the joy of exercise."
Upon entry, guests will be encouraged to choose a Hermès accessory like a silk scarf, bracelet or a pair of shoes, to support the sessions they will be participating in. The athletic event will also include a weights rack, barbells, a HermèsFit boxing ring, climbing wall and punching bags, plus a photo booth and a juice bar.
HermèsFit will be making other stops in locations like Tokyo, New York, Taiwan and Shanghai to share "the joy of exercise."
Trend Themes
1. Luxury Athletic Events - Combining luxury and fitness to offer a unique and exclusive experience for high-end consumers.
2. Branded Sporting Accessories - Offering high-end accessories such as silk scarves and bracelets to support fitness activities can create an additional revenue stream for luxury brands.
3. Global Health and Wellness Intitiatives - Expanding fitness events and healthy lifestyle promotions to multiple international locations can help luxury brands tap into new markets and attract a wider range of customers.
Industry Implications
1. Luxury Fashion and Accessories - Brands can leverage their high-end image and offer unique fitness experiences as part of their brand offering, enticing consumers with health and wellness options.
2. Fitness and Sporting Goods - Partnering with luxury brands to co-brand or provide high-end accessories can attract high-end customers and increase sales revenue.
3. Hospitality and Tourism - Creating exclusive, high-end fitness events and experiences in luxury locations can attract affluent customers and boost tourism revenue in international markets.
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