Hermès brand profile in Germany 2022
When it comes to luxury fashion users, brand awareness of Hermès is at 66% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is Hermès in Germany?
In total, 19% of German luxury fashion users say they like Hermès. However, in actuality, among the 66% of German respondents who know Hermès, 29% of people like the brand.
What is the usage share of Hermès in Germany?
All in all, 8% of luxury fashion users in Germany use Hermès. That means, of the 66% who know the brand, 12% use them.
How loyal are the owners of Hermès?
Around 6% of luxury fashion users in Germany say they are likely to use Hermès again. Set in relation to the 8% usage share of the brand, this means that 75% of their owners show loyalty to the brand.
What's the buzz around Hermès in Germany?
In September 2022, about 10% of German luxury fashion users had heard about Hermès in the media, on social media, or in advertising over the past three months. Of the 66% who know the brand, that's 15%, meaning at the time of the survey there's little buzz around Hermès in Germany.
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