In its continued bid to attract millennials and other younger customers, French luxury label Hermès has “crossed the line” to open a store in New York’s hip Meatpacking District
At the two-story, 5,330-square-foot Hermès emporium, where a skylight streams in natural light, visitors can find many firsts of their kind for the luxury label. A communal sitting area with bar stools—where you can hang out and order free coffee, sparkling water or wine while charging your phone—is just one example.
The product assortment also signals young and active to match the vibe of the neighborhood: a skateboard bag, a bicycle, a snorkeling imprint design, sneakers and casual apparel are featured alongside the company’s signature silk scarves, ties and women’s handbags.Employees for the first time will have a different uniform, sporting “a much more causal look,” and male employees don’t have to wear ties, Chavez said, adding that the employees will don Hermès sneakers.
“That’s a big departure for us,” he said. “Part of it is to relate to the whole concept of the store, which is much more comfortable, much warmer, much more casual and very welcoming in this neighborhood.” That’s important because of one challenge that Chavez acknowledges: “Sometimes Hermès can have a reputation for maybe being a little standoffish. People may be a little bit intimidated when they walk into the store.We spend a lot of time training our staff to make sure they are welcoming everybody and anybody who come into the store. What you are seeing here is the next evolution of having a little café and bar area where people can just come in and sit down. You don’t have to shop.
Hermès has about 310 stores in over 49 countries. In the U.S., it has also opened a store in Orlando this year. Last year, it opened a store in Palo Alto in Silicon Valley.
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