I skate luxury: Hermès video does the trick

15.11.2010 Paris : Hermès : Skateboarding

Paris – Old school luxury brand Hermès is targeting the younger generation with a new finger-skateboarding video.

In the video, created by Frenchman Alexis Milant, two fingers skateboard around a world of Hermès products, doing tricks as they go.

They perform a hippy jump through the brand’s Oran sandals, a 360 varial flip and ollie flip through an extra-wide Torana enamel bracelet and, LS:N Global’s favourite, a nosegrind nollie flip over a change tray.

The website which hosts the video, Les ailes d’Hermès, was launched four years ago to help users connect with the luxury brand. It also contains direct links to the commercial website, Hermes.com, from which users can buy products.

With increasing spending power, and with an eye on their ‘lifetime network value’, New Millennials will become far more important to luxury brands in the future. For more on how smart brands are connecting with them, buy LS:N Global’s Luxury Futures report.

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