Hermès Défilé Autumn-Winter 2014 campaign

Refreshing! A pure luxury!

We rarely come across ‘Fashion’ brand websites that do not require you to click at least 5-6 times to get to the final destination page. And getting more in exchange of doing less and getting it in just 1-2 clicks online today is certainly a luxury. Hermès made an effort to identify and reflect the ‘less is more’ and ‘online user behavior insights’ in their recent ‘Défilé’ Autumn-Winter 2014 collection microsite.

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The landing page loads with a video starting in the background and showing a thin designer strip which upon hovering over shows a thumbnail of the outfit worn by the next model. You can click on it and skip the other episodes and watch the cat-walk you like. This is the simple and basic part.

What is best about this is if you notice the ‘Instagram’ icon on the top right. It shows a stream of Instagram images – displaying the time it was taken and the number of likes it received. Clicking on the image will open the ‘Instagram’ account in a new window and does not take open it in the same window. Many brands ignore these small details that can greatly enhance a desired user experience.

Hermes Defile

The site is available in obviously two languages – English and French and also shares Call-to-action to visit the main Hermès.com website and also share the experience online via Facebook, Twitter and Google+. The Social Share copies and images are also optimized relating to the content shown on the website.


Many brands ignore these tiny details which are in fact the online face of the brand when they get out of their own platform and enter the ‘Social Playground’. It is always refreshing and nice to see for a huge digital marketing fan like me that there are Marketing and UX teams out there who think through and take the pains to get all these details right. Least I can do is take out time to appreciate such work and share the experience and appreciation.

While we are at it, check out their Tumblr and Pinterest pages as well for inspiration. Tumblr page header animation shows even a highly regarded luxury brand like Hermès can have some fun in a subtle way.




5 Websites telling a story

1. Kinner Italia http://www.kinneritalia.com/

Beautiful shots, cool animation around the product, good story and simple yet fun UX.



2. World of Red Bull Japan http://worldofredbull.jp/#

Beautiful photography, big images, minimum relevant content  and simple navigation.




3. BMW Dynamics http://www.bmw.com/com/en/insights/dynamic/experience.html#d=222

BMW Dynamics Experience section is embedded in the main BMW website. It is not easy to integrate new platforms in pre-built CMS managed websites. However, BMW has managed to do it. The scrolling action is cleverly use to engage the users and involve them in revealing the content. My favourite section is the one shown below where minor details are revealed leading to the full revelation of the car.


4. Wrangler Europe http://www.wrangler-europe.com/

Since a few years Wrangler has been launching interactive websites. They have improved over time but the ‘drag and release’ mechanism of letting users interact with the site to see further content has been the norm. I like the design, the music and the videos on this site. The music is soothing and suits the nature of activity being performed in the Wrangler outfits. The site loads quickly, gives users the option to enhance their experience by going HD and Fullscreen and also allows them to control the sound ON/OFF. The models featured seem to have the perfect face, they do not distract you from the outfit and they carry it really well!


5. K2 http://www.k2.pl/#!/en/awards/

Website of the largest interactive agency in Poland, K2, makes the most of less content and shares it cleverly with good design and interactivity. I specially like the interactivity on the awards page and the design, it leaves the interested users curious and involves them to find out more by interacting as opposed to a dull images and text page. If the work done was great then one must show it with pride and create some inquisitiveness around it! Why not?