Extensive Marketing Strategy of HERMS – Detailed Analysis

Updated on: Aug 13, 2022
Marketing Strategy Of Herms - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our last post, we learned about the SWOT analysis of HERMES. In this essay, we’ll look at the marketing strategy of HERMS, which is activewear and streetwear clothing. 

The goal is to assist you in gaining knowledge and insights about HERMS and how it became a worldwide street of activewear from a regular clothing store.

Marketing is an integral aspect of a company’s identity that can greatly affect its success. If You’re interested in drilling digital marketing, you should definitely have a look at this site. IIDE’s  Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will have a complete look at Herm’s marketing strategy in this blog, but before that, let’s start by learning about the company’s history, target audience, and digital presence.

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Marketing Strategy of HERMS

HERMS was established in 2017 by Hermione Goh, who is a graphic designer. She started creating clothing that is both comfy and fashionable. It is a Malaysian-based brand that, following a tough slog, now has potential customers and trust. The company was founded on the idea of Hermione Goh, as she continuously needs garments that are both comfortable and elegant. 

The stretchiest and most comfortable athletic clothing I have ever worn is by far HERMS. It is reasonably priced while still providing a degree of quality that is comparable to other branded sports apparel on the market. Ingrid Lorr Buy a duffel bag from HERMS; the workmanship is excellent!

HERMS also started selling accessories under their brand names like signature eco-bags, workout towel sets, and almost everything related to activewear and streetwear.

They have also been featured in Nuffnang, Lifestyle Asia, Clozette, and Vulcan Post.

Quick Stats on HERMS
CEO Hermione Goh
Area Served Worldwide
Industry Clothing Activewear
Market Share/ Revenue €8.982 billion
Vision Started with the goal to bring comfort in streetwear and activewear even while you go to the gym or with friends.
Tagline One can strive to be healthy while still maintaining their sense of style.


Marketing Strategy of HERMS

Let’s take a glance at HERMS’s interesting marketing plan and how HERMS handles the marketing effort, among other things.

Segmentation, Targeting and Positioning

HERMS’s intended audience is young people between the ages of 16 and 44. The youth now have a high preference towards comfort and style, i.e. athleisure wear, where you can wear it while going to work out or shopping, etc., making the youth hype towards the HERMS brand. Since everyone is a fitness enthusiast, this demographic will be drawn to the brand, and the age range almost entirely matches the primary target consumer.

They are segmented into Accessories, Bottoms & Leggings, Loungewear, Sports Bras, and Swimwear, and they have just released Combat sets. Activewear and streetwear are also two categories. They produced masks bearing their brand name because of the ongoing pandemic at the time. 

HERMS established a market position by providing material of high quality, which can be called fashionable but in a comfy fashion. They used social media to spread the word about their brand, and they are now a well-known Malaysian brand that sells internationally and has established itself in the global graphic as well.

Marketing Campaigns

Marketing Strategy of HERMS - hoolah

  • HERMS has collaborated with hoolah 

A hoolahlah it’s Raya! This is a campaign where there is a 30%off and you can win various rewards during your shopping.

Marketing Strategy of HERMS - atome

  • atome also collaborated with HERMS

As you can see in the picture up top, the offer is about 10% off or winning cash and a phone.

Marketing Strategy of HERMS - favepay

  • Another collaboration is with shop with fave Pay 

 The payment is split into not one, but three equal instalments with 0% interest, and you also get cashback, as seen in the image below.

Social Media Marketing

It will be simple to promote your products and mission via social media marketing. Using social media and linking it to your website will significantly enhance your visitors.

HERMS is active on social media like Instagram, LinkedIn, Facebook, and Pinterest. It has maximum followers on Instagram in a range of 6k–7k. LinkedIn is a business social networking platform that excludes young kids because the bulk of them do not have a LinkedIn account. The posts are largely promotional and informative, with a few about their new product introduction thrown in for good measure. 

On Facebook, they have 268-300 followers and 236 likes. On Twitter and Pinterest, they have created new accounts recently.

These are the links to their social media account. You can find their latest updates on these accounts.

https://www.instagram.com/HERMS.co/     https://www.facebook.com/HERMSco.my/

SEO Strategy

Marketing Strategy of HERMS - SEO

Ubersuggest is a potent SEO tool that displays data on competition, CPC, and monthly search volume for keywords. The Ubersuggest addon will not just give you useful information about a particular keyword search. According to SEO rankings, a low number of keywords (under 500) is considered terrible, a high number of keywords (over 1000) is considered good, and a high number of keywords (10,000+) is considered exceptional.

They have a low number of keywords, but as it is a new startup and has had its difficulty due to the pandemic, it can be accepted but in future, they will need to increase it.

Also, the monthly traffic is around 145 visitors. As a result, Herm’s  SEO techniques need to be improved while also working hard enough to maintain the brand’s soaring in Google’s organic SERP rankings.

Influencer Marketing

We are all aware of how influence marketing functions. It is a new marketing strategy that draws customers by letting them see their favourite influencers associated with the business, building their trust in it. HERMS has worked with Instagram Influencers to increase brand awareness.

They have been featured by Lifestyle, Vulcan, etc. 

They engage well-known people and celebrities in their articles and stories, wearing their company’s clothing to promote brand awareness. Although Youtube and Tiktok are the newest influencer marketing platforms being used today, influencer marketing tactics can still be improved through these platforms.

E-commerce Strategies

Marketing Strategy of HERMS - e-com

HERMS uses e-commerce strategies and has a website where they sell their products with special offers and discounts. By creating a thorough website that makes it credible, they have won the clients’ trust. Additionally, they offer a variety of payment methods, including E-wallets, Touch n Go, Grab Pay, and others, and their global distribution allows everyone the chance to purchase the product.

The consumer is also interested in several programmes, such as HERMS’ 4-month instalment plan with 0% interest and the buy-now, pay-later option. On Streetwear, there is currently 40% off with their latest promotion.

Streetwear and activewear clothing campaigns are required because they are crucial for new and growing businesses as that’s the main part of their sales. 

Content Marketing Strategies

A content marketing plan requires a clearly defined audience, and HERMS has undoubtedly focused on stylish individuals.

The benefits of using social media include: HERMS uses content from reels to display the apparel and share marketing information with influencers. HERMS could put more effort into developing a more sincere marketing objective for increasing brand recognition. Fostering trust Establish credibility Encourage “thinking leadership” in the sector.

This ends the elaborative marketing strategy of HERMS. Let us conclude our learning below from the marketing strategy of HERMS.

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Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of HERMS has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of HERMS check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of HERMS, and do share your thoughts on this case study marketing strategy of HERMS in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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