Hermès: brand expressions and consumption rituals

Abstract

In this paper, we analyze the expressions of the luxury brand Hermès, through a semiotic method based on the Theory of Signs, from Charles Peirce, and on the transfer model of meaning in the world of consumer goods, proposed by McCracken (2003). After the analysis, we conclude that Hermès brand expressions are consistent and integrated with the brand strategy, strengthening its bonds with stakeholders, who are seeking to appropriate the generated meaning effects through identitary consumption of Hermès.