What Happened
Hermès has launched a series of pop-up laundromats in Strasbourg, Amsterdam, Munich, and Kyoto to attract luxury shoppers with a free scarf-cleaning service. Customers can bring in their old silk scarves to the so-called Hermèsmatic for cleaning and a dye-job. Each pop-up also features a store selling scarves in signature patterns from the brand.
What Brands Should Do
This is a prime example in brands offering a useful service to capture customers and elevate brand equity. This campaign provides Hermès with a physical space to not only plug their scarf line but also a chance to connect with customers beyond products. Taco Bell’s pop-up VR arcade in New York last week also followed a similar strategy. In the age of Peak Distraction and Ad Avoidance, more brands can truly benefit from this brand-as-a-service approach and connect with consumers today with services that align with their brand message.
If you would like to learn how your brand can adopt emerging technologies to develop branded services to engage customers, please contact our Client Services Director Samantha Holland (samantha@ipglab.com) to schedule a visit to the Lab.
Source: WWD