It’s not hard to go into an Hermès store and spend thousands of dollars in moments. (Well it is if you don’t have that kind of cash.)
For those who manage to spend tens of thousands of dollars regularly, there was a big fancy dinner in Washington DC last week.
According to Politico, the dinner also doubled as a grand opening for the company’s 6,000-square-foot DC shop. The event, which hosted 120 people, took place at the Andrew Mellon Auditorium. And while Hermès would restrict their comments about the guest list to just “businessmen and women, top clients, as well as equestrians and friends of the house,” Politico says each person spends a minimum of $85,000 each year, making them brand influencers. The brand went so far as to bring the waitstaff in from New York, because of course DC doesn’t have waiters.
Hermès has fared better than other luxury brands of late, posting 19 percent sales growth for the first quarter of this year, up to $1.2 billion. The Wall Street Journal credits Hermès’ position on the high end of the high-end luxury spectrum. With that in mind, it makes sense that the company would invest this kind of time, energy and money to reward their loyal customers. If you want to keep people spending at a rate that will keep poor financial results at bay (and most people very poor), a nice dinner is the least you can do.