Hermes hires PR director to shake off ’staid’ image

Hermes has appointed its first communications director, Victoria Gooder, to help the luxury goods brand shake off its staid, traditional image.

Hermes has appointed its first communications director, Victoria

Gooder, to help the luxury goods brand shake off its staid, traditional

image.



Gooder’s appointment follows that of Pierre-Alexis Dumas as managing

director of the UK arm. Dumas, who was appointed last year, is throwing

his energies into updating the company’s image.



PR was previously handled by a combination of an external agency, Jenny

Halpern Associates, and an internal press officer. Hermes is effectively

taking all PR in-house, but will continue to work with Halpern on an ad

hoc basis.



Gooder is no stranger to the luxury market having worked as Gucci GB’s

PR director for seven years until last June. She left to spend time with

her three small children.



Her immediate priorities are to rid the brand of preconceptions. She

said. ’In the UK it is seen as very traditional, upmarket, horsey and

staid. There is far more to it than silk scarves and the odd Kelly bag.

People don’t think of us as avant garde and exploratory.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.