How Hermès is using personalization and customization to connect with affluent audiences in Princeton, New Jersey

Hermès is known for its unique approach to physical stores, which has been a communication tool for the luxury brand. This approach allows for highly personalized experiences that are tailored from the products offered to the physical space itself. The Princeton store, with its 3,600 square feet, offers a stark contrast to the massive 20,050 square feet Hermès store on Madison Avenue. While the larger store offers a vast product selection and extensive hospitality services, the smaller Princeton location provides a more intimate and curated shopping experience for those who prefer it.

According to Diane Mahady, clients appreciate this uniqueness and customization based on their environment. The Princeton store is designed with a scholastic theme in mind, with striped carpets reminiscent of libraries and books and artwork that complements this aesthetic. This attention to detail creates a cozy and homey atmosphere within the smaller space, appealing to those seeking a more personal shopping experience.

Hermès places an emphasis on building relationships within neighborhoods rather than focusing on highly-trafficked locations like Madison Avenue. Princeton provides an ideal setting for a suburban outpost of the luxury brand due to its affluent population, proximity to lucrative industries like biotech, pharmaceuticals and finance and high median household income. Additionally, the presence of Princeton University’s international students further solidifies it as a prime location for Hermès to establish a presence in cities like Boston where wealthy students frequent the store. Cultivating these relationships is part of Hermès’ brand strategy as they find success in this approach.