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? 時尚品牌愛馬仕(Hermès)在2024年取得亮眼業(yè)績之后,向2.5萬名員工發(fā)放近5,000美元的獎金。雖然這與愛馬仕著名的鉑金包或凱莉包相比不值一提,但按照法國的生活成本而言,這筆獎金確實堪稱豐厚。
奢侈品牌愛馬仕在2024年取得亮眼的年終業(yè)績之后,將向約2.5萬名員工發(fā)放總計近1.18億美元的獎金。
上周,這家巴黎老牌零售商公布2024年營收達152億歐元(約合159億美元),按固定匯率計算同比增長15%。
這個傳奇品牌將兌現(xiàn)與員工共享成功的承諾,確認將向每一名員工發(fā)放4,700歐元(約合4,925美元)獎金。
愛馬仕集團執(zhí)行主席阿克塞爾·杜馬斯在電話會議中強調(diào):“秉承負責(zé)任雇主的承諾,我們決定將與每日為之奮斗的員工共享發(fā)展成果。愛馬仕將在年初向2024年全球所有員工每人發(fā)放4,500歐元獎金?!?/p>
這筆近5,000美元的獎金對于員工而言是一大驚喜,但這筆錢遠不能讓他們購買該品牌設(shè)計的最知名的商品。
愛馬仕尤其以鉑金包和凱莉包聞名,這兩種包有多種尺寸和材料。
愛馬仕官網(wǎng)顯示,某款可替換包帶的售價就高達1,284美元,這對于那些想要享受他們親手制造的奢侈品的員工而言,是一筆不小的開支。
這個在愛馬仕和杜馬斯家族世代傳承的品牌,并沒有在官網(wǎng)上展示最受歡迎的商品。
但在轉(zhuǎn)售和專業(yè)網(wǎng)站上,以女演員格蕾絲·凱莉的名字命名的凱莉包,最小的一款起售價約為8,800美元。
以女演員、歌手簡·柏金的名字命名的經(jīng)典皮質(zhì)鉑金包,尺寸較大的一款起售價約為2萬美元。
然而,對于占員工總數(shù)大多數(shù)的法國本土雇員而言,這筆獎金確如及時雨。
歐洲租房平臺HousingAnywhere的數(shù)據(jù)顯示,在愛馬仕總部所在地巴黎,一套不配備家具的公寓月租(含水電)約為1,834歐元(約合1,921美元)。
而在愛馬仕法國境內(nèi)的23個生產(chǎn)基地工作的員工,單間公寓平均月租約為900歐元(約合943美元)。
這意味著,雖然這筆獎金不足以讓員工買得起鉑金包,卻能在一定程度上緩解他們的生活成本壓力。
愛馬仕補充道,作為其"社會模式"的重要組成部分,2024年累計發(fā)放3.5億歐元(約合3.67億美元)特別獎金、利潤分成及激勵金。
除此之外,愛馬仕重申了對DEI(多元、平等、包容)的承諾——這與近期大西洋彼岸的轉(zhuǎn)變形成鮮明對比。
例如,愛馬仕百人高管團隊中女性占比48%,殘障雇員比例達7.1%。
此外,與2018年相比,該品牌的碳排放減少64%。杜馬斯補充道:“自然是卓越材質(zhì)的源泉,更是我們企業(yè)模式的核心。”
奢侈品行業(yè)的前景
近年來,全球設(shè)計師品牌普遍面臨雙重挑戰(zhàn):消費需求疲軟與Z世代對物質(zhì)商品價值認同的弱化。
然而,愛馬仕掌門人杜馬斯披露:“2024年,公司各區(qū)域市場均表現(xiàn)強勁——法國市場增長13%,歐洲市場攀升19%,均受益于強勁需求支撐;日本市場增長23%,這得益于本地客戶的忠誠度帶來的持續(xù)和持久的增長?!?/p>
杜馬斯還補充道,亞洲市場同樣展現(xiàn)“非凡活力”,實現(xiàn)7%的增長。值得注意的是,雖然中東地區(qū)目前僅貢獻4%營收,但同比增幅高達110%。
這家創(chuàng)立于19世紀(jì)30年代的傳奇時尚工坊,正在構(gòu)筑面向未來的戰(zhàn)略版圖。
杜馬斯將成功歸功于“藝術(shù)總監(jiān)引領(lǐng)的創(chuàng)意矩陣、極致品質(zhì)追求與工藝秘技的保護和傳承”。
他補充道:“世界各地都有支持我們多年的老客戶和新客戶。2024年我們始終恪守平衡之道,比任何時候都更堅定品牌價值內(nèi)核?!?/p>
“愛馬仕持續(xù)加碼戰(zhàn)略投資,一方面強化產(chǎn)能布局以保障供應(yīng)鏈安全,另一方面未雨綢繆,面向未來完善全球零售網(wǎng)絡(luò),為銷售動能的長效釋放奠定基礎(chǔ)?!保ㄘ敻恢形木W(wǎng))
譯者:劉進龍
審校:汪皓
? 時尚品牌愛馬仕(Hermès)在2024年取得亮眼業(yè)績之后,向2.5萬名員工發(fā)放近5,000美元的獎金。雖然這與愛馬仕著名的鉑金包或凱莉包相比不值一提,但按照法國的生活成本而言,這筆獎金確實堪稱豐厚。
奢侈品牌愛馬仕在2024年取得亮眼的年終業(yè)績之后,將向約2.5萬名員工發(fā)放總計近1.18億美元的獎金。
上周,這家巴黎老牌零售商公布2024年營收達152億歐元(約合159億美元),按固定匯率計算同比增長15%。
這個傳奇品牌將兌現(xiàn)與員工共享成功的承諾,確認將向每一名員工發(fā)放4,700歐元(約合4,925美元)獎金。
愛馬仕集團執(zhí)行主席阿克塞爾·杜馬斯在電話會議中強調(diào):“秉承負責(zé)任雇主的承諾,我們決定將與每日為之奮斗的員工共享發(fā)展成果。愛馬仕將在年初向2024年全球所有員工每人發(fā)放4,500歐元獎金?!?/p>
這筆近5,000美元的獎金對于員工而言是一大驚喜,但這筆錢遠不能讓他們購買該品牌設(shè)計的最知名的商品。
愛馬仕尤其以鉑金包和凱莉包聞名,這兩種包有多種尺寸和材料。
愛馬仕官網(wǎng)顯示,某款可替換包帶的售價就高達1,284美元,這對于那些想要享受他們親手制造的奢侈品的員工而言,是一筆不小的開支。
這個在愛馬仕和杜馬斯家族世代傳承的品牌,并沒有在官網(wǎng)上展示最受歡迎的商品。
但在轉(zhuǎn)售和專業(yè)網(wǎng)站上,以女演員格蕾絲·凱莉的名字命名的凱莉包,最小的一款起售價約為8,800美元。
以女演員、歌手簡·柏金的名字命名的經(jīng)典皮質(zhì)鉑金包,尺寸較大的一款起售價約為2萬美元。
然而,對于占員工總數(shù)大多數(shù)的法國本土雇員而言,這筆獎金確如及時雨。
歐洲租房平臺HousingAnywhere的數(shù)據(jù)顯示,在愛馬仕總部所在地巴黎,一套不配備家具的公寓月租(含水電)約為1,834歐元(約合1,921美元)。
而在愛馬仕法國境內(nèi)的23個生產(chǎn)基地工作的員工,單間公寓平均月租約為900歐元(約合943美元)。
這意味著,雖然這筆獎金不足以讓員工買得起鉑金包,卻能在一定程度上緩解他們的生活成本壓力。
愛馬仕補充道,作為其"社會模式"的重要組成部分,2024年累計發(fā)放3.5億歐元(約合3.67億美元)特別獎金、利潤分成及激勵金。
除此之外,愛馬仕重申了對DEI(多元、平等、包容)的承諾——這與近期大西洋彼岸的轉(zhuǎn)變形成鮮明對比。
例如,愛馬仕百人高管團隊中女性占比48%,殘障雇員比例達7.1%。
此外,與2018年相比,該品牌的碳排放減少64%。杜馬斯補充道:“自然是卓越材質(zhì)的源泉,更是我們企業(yè)模式的核心?!?/p>
奢侈品行業(yè)的前景
近年來,全球設(shè)計師品牌普遍面臨雙重挑戰(zhàn):消費需求疲軟與Z世代對物質(zhì)商品價值認同的弱化。
然而,愛馬仕掌門人杜馬斯披露:“2024年,公司各區(qū)域市場均表現(xiàn)強勁——法國市場增長13%,歐洲市場攀升19%,均受益于強勁需求支撐;日本市場增長23%,這得益于本地客戶的忠誠度帶來的持續(xù)和持久的增長。”
杜馬斯還補充道,亞洲市場同樣展現(xiàn)“非凡活力”,實現(xiàn)7%的增長。值得注意的是,雖然中東地區(qū)目前僅貢獻4%營收,但同比增幅高達110%。
這家創(chuàng)立于19世紀(jì)30年代的傳奇時尚工坊,正在構(gòu)筑面向未來的戰(zhàn)略版圖。
杜馬斯將成功歸功于“藝術(shù)總監(jiān)引領(lǐng)的創(chuàng)意矩陣、極致品質(zhì)追求與工藝秘技的保護和傳承”。
他補充道:“世界各地都有支持我們多年的老客戶和新客戶。2024年我們始終恪守平衡之道,比任何時候都更堅定品牌價值內(nèi)核?!?/p>
“愛馬仕持續(xù)加碼戰(zhàn)略投資,一方面強化產(chǎn)能布局以保障供應(yīng)鏈安全,另一方面未雨綢繆,面向未來完善全球零售網(wǎng)絡(luò),為銷售動能的長效釋放奠定基礎(chǔ)?!保ㄘ敻恢形木W(wǎng))
譯者:劉進龍
審校:汪皓
? Fashion house Hermès awarded each of its 25,000-strong headcount a bonus of nearly $5,000 after reporting positive 2024 results. While the money won’t scratch the surface of the cost of a famous Birkin or Kelly bag, it does represent a sizable amount for France’s cost of living.
Luxury fashion brand Hermès is forking out nearly $118 million in bonuses to its 25,000 employees after reporting strong end-of-year results for 2024.
Last week, the Paris-based retailer said its revenue for FY24 totaled €15.2 billion ($15.9 billion), up 15% on a constant exchange rate.
And the heritage brand is making good on its promise to share its success with staff, confirming employees will be awarded a €4,700 bonus ($4,925) each.
Executive chairman Axel Dumas said on the call Friday: “Faithful to its responsible employer commitment and the will to share the fruit of its growth with those who contribute every day to it, Hermès will be distributing at the beginning of the year a bonus of €4,500 to all its employees worldwide in 2024.”
And while a near-$5,000 bonus might be a welcome surprise for staffers, it won’t get them anywhere near close to buying the most famous items created by the brand.
Hermès is known particularly for its Birkin and Kelly bags, which come in a range of sizes and materials.
A quick search on the Hermès website reveals that a strap alone, to be swapped on and off bags, costs $1,284, putting a significant dent in the coffers of employees who may want to partake in the luxury they sell.
The brand, which has been passed down generation to generation in the Hermès and Dumas families, doesn’t display its most coveted items for sale on its website.
However, resale and specialist sites list the smallest Kelly bag—named after actress Grace Kelly—as starting from around $8,800.
Larger Birkin bags—named after actress and singer Jane Birkin—in classic leather can be picked up from around $20,000.
However, the bonus is a significant boon for employees who live in France, which makes up the majority of Hermès’s workforce.
According to European renting platform HousingAnywhere, rent in Paris, for example, where the brand’s headquarters are based, comes to around €1,834 ($1,921) for an unfurnished apartment with utilities included.
Indeed, for employees working in any of Hermès’s 23 production facilities across France, their rent on average is likely to sit around the €900 mark ($943) for a one-bed apartment.
So, while the payment may not go far toward getting employees on the ladder to a Birkin, it is likely to go some way towards their day-to-day living costs.
The brand added that in total, in 2024, it had paid out €350 million ($367 million) in exceptional bonuses, profit sharing, and incentives as part of its “social model.”
On top of that, Hermès reaffirmed its commitment to DEI—a far cry from the shift that is happening across the pond.
For example, Hermès reported that 48% of its top 100 managers in the company were women, and 7.1% of staff were registered as having disabilities.
Moreover, the brand has reduced its emissions by 64% compared to 2018, Dumas added: “Nature is a source of exceptional material and lies at the heart of our model.”
Outlook on luxury
Over the past few years designer brands have struggled to acclimatize to the new reality of weaker Chinese consumer demand and Gen Z shoppers who don’t identify as much value in materialistic goods.
On the contrary, Dumas reported: “In 2024, all regions have shown solid performance. France +13% and Europe +19% recorded strong progressions sustained by robust demand. Japan +23% benefited from sustained and regular growth carried by the fidelity of its local customers.”
Asia also had “remarkable progression,” up 7% Dumas added, and while the Middle East still represents just 4% of its revenue, it saw growth of 110%.
The fashion house—established in the 1830s—is setting itself up for the long-term.
Dumas said its success in 2024 was courtesy of “divisions supported by artistic directors, a very demanding quality, preservation and transmission of our know-how.”
He added: “Long-standing and new customers were present everywhere in the world. In 2024, the house stayed its course maintaining its equilibria attached more than ever to the respect of its values.
“We pursued strategic investments in our production capacity to secure our supply chain and prepare the future, as well as in our network everywhere in the world, to accompany the dynamism of sale in the long term of the house.”