Analysis of the Impact of Luxury Marketing Methods on Customer Consumption Psychology

Our research object is Herms, a world-renowned luxury brand, especially its brand strategy, distribution and purchase system, and the psychological characteristics of brand consumers. We use a variety of research methods for analysis, including an in-depth study of Herms' brand history, product lines, and marketing strategies through literature. Using the 4P marketing theory model of product, price, location and promotion, it makes a comprehensive analysis of Hermes' marketing strategy. Finally, a questionnaire about Hermes consumers was used to conduct detailed data analysis and interpretation. It is found that the success of Hermes is largely due to its unique brand strategy and marketing strategy. Although the distribution system is controversial, for Herms, its existence is exactly in line with its brand positioning, and it has successfully attracted some wealthy consumers who are willing to pay for luxury experiences.