Hermès has found success in the physical store experience by customizing their retail spaces to suit the environment in which they operate. This is evident in their Princeton store, which boasts a 3,600 square feet space and offers a highly personalized shopping experience for those seeking a more intimate and curated shopping experience. The store’s scholastic theme is reflected in its striped carpets reminiscent of libraries and books, and artwork that complements this aesthetic. The attention to detail creates a cozy and homey atmosphere within the smaller space, appealing to those seeking a more personalized shopping experience.
Rather than focusing on highly-trafficked locations, Hermès places an emphasis on building relationships within the neighborhood. Princeton, with its affluent population and proximity to lucrative industries like biotech, pharmaceuticals, and finance, provides an ideal setting for a suburban outpost of the luxury brand. The town’s high median household income and the presence of Princeton University’s international students further solidify it as a prime location for Hermès to establish a presence. In cities like Boston, where wealthy students and their families frequent the store, Hermès finds success in cultivating these relationships as part of their brand strategy.
