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HERMÈS STEPS OUT: Hermès clings to exclusivity the way a monarch clings to power, which makes the French luxury brand’s debut Thursday on ShopBazaar.com, Harper’s Bazaar’s e-commerce site, unusual — not that a magazine selling product on its Web site isn’t unusual enough. For the first time, Hermès will sell its products on a Web site other than its own. Six Hermès shoe styles will be featured on ShopBazaar.com and The Bazaar Book, a monthly digital magalogue. Hermès has dabbled with footwear on its site, but “it hasn’t been a broad offering,” said Robert Chavez, president and chief executive officer of Hermès USA. “We thought it would be great to expand the introduction of Hermès footwear to Bazaar’s audience.”
Hermès shoes will be featured editorially in the magazine with a letter “B,” indicating they’re for sale on ShopBazaar.com. “To have that kind of endorsement” is priceless,” said Chavez. The assortment of high heels, flats, wedges and espadrilles ranges in price from $600 to $1,600. “We think many people will be discovering them for the first time,” Chavez said. “They didn’t realize Hermès made shoes. We planned in advance and bought a lot of depth into the six styles that are featured.”
This story first appeared in the November 28, 2012 issue of WWD. Subscribe Today.
Bazaar editor in chief Glenda Bailey said, “Hermès’ resort [shoe] collection is a real preview of what we’ll be seeing in spring. We’re offering readers the unique opportunity to buy now.” If all goes well, “we’ll continue to work on exclusives and partnerships,” said Carol Smith, publisher and chief revenue officer of Bazaar.
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