HermèsFit? Leathergoods as WeChat workout props
Paris-based luxury house Hermès recently expanded its HermèsFit concept from early 2021 with China-centric content marketing.
Building upon the brand’s winter “Start the movement” campaign, HermèsFit appeared particularly geared towards its Chinese clients, as a series of four exercise tutorials using its leather belts, small leathergoods, silk scarves and hats were broadcasted via its WeChat Mini Program to the social media platform’s predominantly Chinese audience.
By way of four yoga-style videos, ranging in length from 13 to 21 minutes, the brand notably promoted its leather belts (to aid with stretching and performing breathing exercises, apparently), small leathergoods (such as its In-the-Loop phone case, for use as a “soft gym” climbing prop), silk scarves and hats (both employed as balancing aids).
Hermès originally described HermèsFit as “an invitation to be an everyday athlete with elegance and agility.” The recent WeChat campaign encouraged viewers to “exercise” their style.
Image: Hermès via WeChat.
