GAME, SET AND MATCH FOR HERMES : TIE BREAK APP

For everyone who ever wants to know everything about ties, Hermès is here!

This week I would like to share with you a case that I discovered and studied during my last internship in an advertising agency.

The French saddler and his advertising agency Buzzman have recently launched the Tie Break App. This App teaches to men how to do their tie knots. More than these tutorials, app introduces new men collection, and GIFs, cartoon and arcade games. “Adding a touch of gamification to fashion will encourage consumers to interact with the entire range of Hermès’ ties.”

Studies show that men fuel the luxury goods market. Nevertheless, shopping are always chores for men. Hermès has understood that the men luxury market was very complex. What’s more, men are difficult to convince and to make loyal to a brand. This kind of playful mobile app is a good way to interest, stimulate the men’s curiosity and educate men’s to luxury world.

The men’s luxury market is full of promises and has many beautiful days ahead on.