Brief: Choose a traditional/iconic French product and analyse it regarding German Culture Issue: IS THE BIRKIN BAG CONGRUENT WITH THE GERMAN CULTURE? ● Analysis of the product ● Analysis of the home culture (France) ● Analysis of the target culture (Germany) ● Marketing Concept: product, price, place, promotion

1. I“CBOIRNKIICN ”B A G
BY
Lauranne Chauvanaud & Elodie Marteau

2. TABLE OF CONTENTS
1. BIRKIN HERMÈS BAG
2. ANALYSIS OF THE HOME CULTURE (FRANCE)
3. ANALYSIS OF THE TARGETED CULTURE (GERMANY)
4. MARKETING CONCEPT:
² PRODUCT
² PRICE
² PLACE
² PROMOTION

3. 1. BIRKIN HERMÈS BAG
Hemès
Paris
is
a
French
company
working
in
the
design,
the
manufacture
and
the
sale
of
luxury
products,
in
par<cular
in
the
field
of
leather
goods.
This
iconic
french
‘maison
de
haute
couture’
was
founded
in
1837
and
is
s<ll
a
referee
in
French
fashion
and
luxury.
Some
figures
to
be
more
familiar
with
Hermès:
² Turnover
(2013):
144,4
M€
in
France;
174,1
M€
in
Europe
(France
excluded)
² Growth
(2012-­‐2013):
10%
² Sales
of
leather
goods:
383,1
M€
² 47%
of
Hermès’
ac<vi<es
dedicated
to
leather
goods
² 10
120
Hermès’
employees
worldwide

4. 1. BIRKIN HERMÈS BAG
The
Birkin
bag
bears
its
name
perfectly.
Indeed,
in
1984,
the
very
well-­‐known
French
actress
and
singer,
Jane
Birkin
met
Jean-­‐Louis
Dumas,
the
Hermes’
CEO,
during
a
flight
between
London
and
Paris.
Young
mother,
she
told
him
her
ma`er:
the
impossibility
of
finding
a
bag
both
prac<cal
and
sophis<cate.
The
CEO
challenged
her
to
design
her
dream
bag
and
she
did
it
perfectly.
From
this
story,
born
the
most
legendary
Hermes’
bag.
It is the first luxury bag created
by a celebrity.

5. «
J'étais
dans
un
avion
entre
Londres
et
Paris
dans
les
années
80
et
j'étais
assise,
sans
le
savoir,
à
côté
de
Jean-­‐Louis
Dumas,
le
président
d'Hermès.
Mon
agenda
Hermès
était
si
chargé
que
tout
est
tombé.
Il
m'a
dit
que
je
ferais
mieux
de
meJre
mes
effets
personnels
dans
des
poches
fermées.
Je
lui
ai
répondu
:
'Si
Hermès
meJait
des
poches...'
il
a
répliqué
'Je
suis
M.
Hermès
et
je
vais
meJre
des
poches
pour
vous'.
Un
mois
plus
tard,
il
m'a
fait
envoyer
un
sac
et
m'a
demandé
s'il
pouvait
l'appeler
le
Birkin.
»
Jane
Birkin

6. 1. BIRKIN HERMES BAG
VALUE PROPOSITION
The
Birkin
is
a
woman
handbag
from
the
french
‘maison
de
haute
couture’
Hermès,
designed
in
the
8 0 s ,
handmade
and
mostly
in
leather,
which
embodies
the
symbol
of
wealth
due
to
its
high
pri ce
and
usage
by
celebri<es.

7. 1. BIRKIN HERMES BAG
CHARACTERISTICS
² Hand-­‐made
² Mostly
in
leather
² Use
of
pr e c ious
materials:
ostrich,
crocodile,
lizard
² Price
depends
on
the
material
² Scarcity
value
and
exclusivity
created
by
the
limited
quan<<es
available
in
the
stores

8. 2. ANALYSIS OF THE HOME CULTURE (FRANCE)
The
French
culture
is
made
of
li`erature,
history,
art,
inheritance,
gastronomy
and
luxury.
Thus,
France
reflects
the
luxury
and
the
refinement.
Also,
Paris
is
the
interna<onal
capital
of
luxury,
fashion
and
‘haute
couture’.
We
can
explain
that
by
the
huge
luxury
industry’s
French
groups
such
as
LVMH
(Moët
Hennesy
Louis
Vui`on)
and
Kering
(ex
PPR
Pinault-­‐Printemps-­‐Redoute).
We
can
also
consider
the
Colbert
Commi`ee
which
gathers
75
French
luxury
companies
and
13
cultural
ins<tu<ons.
Involved
with
the
French
luxury
there
is
the
tradi<on.
The
professions
with
a
tradi<onal
know-­‐
how
and
authen<city
are
privileged.

9. /2C. UANLTAULYRSAILS DORFI VTEHRES H: OMMASEL COUWLTURE (FRANCE)
LOVE AND BELONGING
Social
needs:
a
Birkin
bag
makes
you
enter
into
a
social
class,
the
bourgeoisie
(image
of
high
incomes
and
a
good
job).
You
need
money
to
have
a
Birkin
and
not
everyone
is
able
to
have
one.
ESTEEM
Because
a
Birkin
is
the
symbol
of
wealth,
the
most
important
cultural
drivers
are
refered
to
Esteem:
² Self-­‐esteem
² Confidence
² Achievement
² Respect
by
the
others
² Recogni<on

10. /2C. UANLTAULYRSAILS DOIMF TEHNES IHOONM OEF CPURLOTDUURCET ( FURSAANGCEE)
This
iconic
luxury
bag
appeals
to
how
their
clients
feel
or
want
to
be
understood
as
an
individual
within
the
context
of
a
social
group.
We
can
iden<fy
it
with
adver<sing
and
the
use
of
key
opinion
leaders
who
are
personali<es
snapped
in
the
street.
This
product
is
passive
because
it
is
a
feminine
one.
Regarding
to
the
short-­‐term
French
orienta<on,
a
Birkin
bag
is
a
tradi<onal
bag
from
a
tradi<onal
French
maison
de
haute
couture.
Also,
because
it
is
a
very
high
quality
product,
it
means
that
you
can
keep
it
a
long
<me
and
even
offer
this
bag
to
your
future
genera<ons.
POWER DISTANCE INDEX: 68
Birkin
bag
is
used
to
establish
or
confirm
social
ranking:
² Price
category
(luxury
product)
² Brand
image
(French
know-­‐how,
wealth,
luxury,
sexy,
elegant)
Social
penal<es
could
happen
because
of
unpleasant
way
of
dressing.
INDIVIDUALISM: 71
MASCULINITY: 43
UNCERTAINTY AVOIDANCE: 86
LONG-TERM ORIENTATION: 39

11. 2C.U ALNTAULRYES (IFSR OAFN TCHEE) HOME
/TROMPENAAR
In
France
people
place
the
c ommun i t y
b e f o r e
t h e
individuals.
People
act
in
a
way
that
is
useful
also
to
the
society.
TIME
French
people
do
things
when
they
have
<me.
It
is
a
sequen<al
culture.
In
addi<on,
this
Birkin
bag
has
a
long
lifecycle
thanks
to
his
quality
and
his
<meless
aspect.
People
first
analyse
elements
individually
and
then
they
put
them
together.
Product
usage
works
for
both.
In
France,
people
show
their
s t a t u s
f rom
what
t h e y
accomplished
(work
and
rela<onships):
you
work
hard,
you
earn
money
so
you
are
able
to
buy
an
Hermes
bag.
PLURALISM
France
:
73
• In
France
people
see
culture
in
terms
of
human
rela<onships.
• Rules
exists
but
only
codify
how
people
relate
to
one
other.
In
France
people
are
not
scared
about
displaying
their
emo<ons.
They
are
not
trying
to
hide
or
control
them.
The
amtude
is
guided
by
feelings.
COLLECTIVISM/ COMMUNITARIANISM
SPECIFIC
AFFECTIVITY
INNER OR OUTER-DIRECTED
ACHIEVE STATUS

12. /2E. .AT.N HAALYLLSIS OF THE HOME CULTURE (FRANCE)
CONTEXTPROXEMICS
In
France,
this
bag
represents
achievement,
success
and
social
status.
The
Birkin
bag
does
not
only
say
“I
am
expensive”
but
it
is
used
by
customers
that
understand
the
quality
of
this
luxury
object.
Frenchs
will
before
judge
it
with
a
crea<ve
point
of
view
and
aper
they
will
consider
the
price.
TIME
Thanks
to
the
Hermes
logo
on
the
bag,
you
clearly
iden<fy
it
from
near
as
far.
Also,
it
is
a
very
iconic
bag,
obviously
well-­‐know
in
France.
So,
French
people
have
no
problem
to
recognize
a
Birkin
bag
when
they
see
it.
It
is
important
to
consider
the
lifecycle
of
this
bag
because
when
you
buy
a
luxury
product
in
France,
you
want
that
it
lasts.
It
is
the
case
for
the
Birkin
bag.

13. (3G. EARNMALAYNSYIS) OF THE TARGETED CULTURE
The
German
culture
is
influenced
by
philosophy,
history,
art,
architecture,
music,
tradi<ons
and
gastronomy.
Besides,
German
people
are
very
based
on
general
rules,
strictness
and
politeness.
The
money,
the
financial
security,
social
acceptance
and
the
compe<<on
represent
important
values.
Also,
the
last
war
and
its
history
explain
us
a
philosophy
developing
the
ego
of
each
individual.
A
desire
is
constant
for
the
Germanic
people:
to
control
the
emo<ons.
Regarding
fashion,
Germany
is
changing.
Culturally,
Germans
are
dressed
modestly,
simply
and
maintain
a
“cool
lifestyle”
at
their
ease.
German
fashion
is
more
func<onal
than
‘fashionable’.
Lately,
some
new
fashion
brands
born
and
found
their
place
into
this
cultural
model.
The
Fashion
week
also
took
place
in
Berlin,
as
well
as
the
other
fashion
capitals
(London,
Paris,
Milan,
New
York).
For
example,
a
German
fashion
brand
is
establishing
itself
into
the
fashion
market:
Kaviar
Gauche
(with
a
French
name
please!).

14. (3G. EARNMALAYNSYIS) OF THE TARGETED CULTURE
/CULTURAL DRIVERS: MASLOW
Such
as
in
France,
cultural
German
drivers
are
the
same
ones
regarding
the
Birkin
bag.
Moreover,
Germans
are
driven
by
the
importance
of
the
Safety
aspect
but
it
is
not
involved
in
the
purchase
of
a
Birkin
bag.
LOVE AND BELONGING
Social
needs:
a
Birkin
bag
makes
you
enter
into
a
social
class,
the
bourgeoisie
(image
of
high
incomes
and
a
good
job).
You
need
money
to
have
a
Birkin
and
not
everyone
is
able
to
have
one.
ESTEEM
Because
a
Birkin
is
the
symbol
of
wealth,
the
most
important
cultural
drivers
are
refered
to
Esteem:
² Self-­‐esteem
² Confidence
² Achievement
² Respect
by
the
others
² Recogni<on

15. (3G. EARNMALAYNSYIS) OF THE TARGETED CULTURE
/CULTURAL DIMENSION OF PRODUCT USAGE
The
ideal
self-­‐actualiza<on
counts
a
lot
in
German
culture.
This
iconic
luxury
bag
appeals
to
how
their
clients
feel
or
want
to
be
understood
as
an
individual
within
the
context
of
a
social
group.
We
can
iden<fy
it
with
adver<sing
and
the
use
of
key
opinion
leaders
who
are
personali<es
snapped
in
the
street.
This
high
score
means
that
Germany
is
a
masculine
society.
It
is
driven
by
compe<<on,
achievement
and
success.
This
product
is
passive
because
it
is
a
feminine
one.
But
it
also
shows
achievement
and
success
which
matches
well
with
a
masculine
society.
Regarding
to
the
short-­‐term
French
orienta<on,
a
Birkin
bag
is
a
tradi<onal
bag
from
a
tradi<onal
French
maison
de
haute
couture.
Also,
because
it
is
a
very
high
quality
product,
it
means
that
you
can
keep
it
a
long
<me
and
even
offer
this
bag
to
your
future
genera<ons.
POWER DISTANCE INDEX: 35
Germany
is
supported
by
a
strong
middle
class
that
is
able
to
buy
a
Birkin
bag.
This
purchase
has
an
important
goal
for
this
category
of
people:
it
permits
them
to
be
closer
to
the
superior
social
class
by
adop<ng
her
codes.
Social
penal<es
could
happen
because
of
unpleasant
way
of
dressing.
In
the
German
society,
details
are
as
important
than
the
rest.
Thus,
wearing
an
elegant
accessory
is
as
important
that
the
complete
ousit.
INDIVIDUALISM: 67
MASCULINITY: 66
UNCERTAINTY AVOIDANCE: 65
LONG-TERM ORIENTATION: 31

16. 3C.U ALNTAULRYES (IGS EORFM TAHNEY T)A RGETED
/TROMPENAAR
Germans
give
priority
to
them
and
their
direct
family
before
the
community.
They
will
not
think
about
their
ac<ons
in
a
collec<ve
point
of
view.
TIME
It
is
a
sequen<al
culture
in
Germany.
They
are
known
for
the
importance
of
the
ponctuality.
In
addi<on,
this
Birkin
bag
has
a
long
lifecycle
thanks
to
his
quality
and
his
<meless
aspect.
People
first
analyse
elements
individually
and
then
they
put
them
together.
In
addi<on,
in
Germany,
people
are
involved
in
all
what
they
do.
Product
usage
works
for
both.
In
Germany,
people
show
their
s t a t u s
f rom
what
t h e y
accomplished
(work
and
rela<onships):
you
work
hard,
you
earn
money
so
you
are
able
to
buy
a
Hermes
bag.
UNIVERSALISM
Germans
insists
a
lot
on
general
community
rules.
In
Germany,
people
want
to
control
their
emo<ons.
They
give
priority
to
values
such
as
money
and
social
acceptance.
Thus,
they
stay
professional
in
their
amtude.
Owning
a
Birkin
bag
perfectly
meets
these
cultural
drivers.
INDIVIDUALISM
SPECIFIC
AFFECTIVITY
INNER OR OUTER-DIRECTED
ACHIEVE STATUS

17. (3G. EARNMALAYNSYIS) OF THE TARGETED CULTURE
/E.T. HALL
TIME
Such
as
in
French
culture,
this
bag
represents
achievement,
success
and
social
status.
Germans
are
direct
and
clear
in
their
way
to
understand
things.
So,
it
means
that
when
they
see
the
Birkin’s
price,
they
immediately
understand
that
it
is
a
quality
bag.
It
is
important
for
them
because
they
judge
products
for
their
quality
and
status
rather
than
crea<ve
and
personal
statement.
We
also
have
to
consider
that
the
Birkin
bag
is
one
of
the
most
convenient
in
term
of
use
and
<dying
up
of
Hermes’
collec<on.
This
aspect
is
defini<vely
not
negligible
in
German
culture.
Just
have
a
look
on
the
famous
German
cars
(such
as
Mercedes):
they
are
prac<cal,
robust
and
luxurious.
It
is
important
to
consider
the
lifecycle
of
this
bag
because
when
you
buy
a
luxury
product
in
France,
you
want
that
it
lasts.
It
is
the
case
for
the
Birkin
bag.
It
matches
perfectly
with
the
German
need
of
quality.
PROXEMICS
CONTEXT
Thanks
to
the
Hermes
logo
in
the
bag,
you
clearly
iden<fy
it
from
near
as
far.
So,
at
least,
if
a
German
see
the
Birkin
bag
in
the
street,
he
is
able
to
recognise
the
brand.
But
it
is
not
obvious
that
it
is
the
case
for
the
exact
model.

18. /MSAWROKTE MTIANTGR CIXONCEPT
PRODUCT:
The
product
is
coherent
with
the
target
culture.
German
people
are
not
going
to
be
hos<le
toward
Hermes’
bag.
² Public
meaning:
Having
a
Birkin
means
that
you
are
able
to
get
one
(you
have
enough
money).
It
is
a
symbol
of
success:
Good
work
=>
Good
situa<on
=>
enough
money
to
get
a
Birkin.
It
makes
you
enter
in
a
social
group:
“bourgeoisie”
² Private
meaning:
Achievement.
Most
people
buy
a
Birkin
aper
many
years
of
reflec<on
and
when
they
are
able
to
get
one
(have
earned
enough
money).
“I
will
get
a
Birkin
when
I
will
have
a
good
job”.
You
are
proud
of
being
able
to
buy
one
by
your
own
means.
² There
is
no
problem
to
sell
a
Birkin
bag
regarding
the
German
laws
and
regula;on.
They
are
very
close
to
French
one
in
this
field.
The
only
thing
that
could
be
a
drag
is
to
sell
for
crocodile
but
it
is
not
forbidden
in
Germany.
² Country
of
origin
percep;on:
France
in
known
for
its
luxury
brands
(Louis
Vui`on,
Chanel,
Hermès...)
and
its
know-­‐how.
France
is
a
model
regarding
fashion.
So
Germans
interested
in
fashion
will
be
more
willing
to
buy
a
French
luxury/expensive
bag
than
an
expensive
bag
coming
from
China.
They
know
that
it
is
a
good
investment.
² The
brand
name,
Hermès
of
course
have
to
stay
the
same
because
it
is
why
people
buy
such
expensive
bag.
Hermès
is
interna<onally
known
and
they
also
buy
Birkin
bag
for
the
image
of
the
brand
(not
only
for
the
quality
and
the
price).
PRICE:
The
price
doesn’t
change
between
the
countries.
It
is
a
fixed
price.
It
is
a
why
people
buy
Hermès:
to
differen<ate
them
from
the
others,
because
they
know
that
most
of
people
will
not
be
able
to
afford
one.
The
price
of
luxury
items
never
have
to
change
in
func<on
of
the
targeted
market.
It
is
one
of
the
characteris<cs
that
make
an
item
luxury.
So,
for
this
bag,
the
price
depends
on
the
materials:
it
could
go
from
20
000$
to
100
000$.

19. /MSAWROKTE MTIANTGR CIXONCEPT
PLACE:
It
is
the
same
as
in
France.
If
you
want
a
Birkin
you
can
get
one
only
in
the
Hermès’
stores
or
corners
(like
KaDeWe
in
Berlin).
Luxury
items
are
never
sold
by
resellers
because
people
that
buy
such
expensive
bags
also
buy
it
for
the
service
that
goes
with.
Besides,
Hermès
has
its
own
iden<ty
that
it
wants
to
keep
and
which
goes
with
the
brand
image.
Not
having
resellers
is
a
way
to
control
how
they
sell
the
Hermès
products.
In
Germany
we
can
find
a
Hermès’
store
in
several
ci<es:
Kampen
Sylt,
Hamburg,
Berlin,
Hanover,
Bielefeld,
Dusseldorf,
Kohl,
Dortmund,
Frankfurt
in
Mane,
Nuremberg,
Baden
Baden,
Munich
and
Stu`gart.
PROMOTION:
Hermès
is
not
used
to
do
adver<sing
(only
for
fragrances).
Its
name
only
is
sufficient
to
make
con<nue
the
brand.
At
the
contrary,
the
French
company
uses
icons
or
Key
Opinion
Leaders
that
you
can
iden<fy
to.
For
example,
in
Google
when
you
type
‘Birkin
bag
Hermès’
you
mostly
find
pictures
of
celebri<es
wearing
this
bag.

20. “I wanted to own a Hermès Constance bag,
and when I signed with Calvin Klein, I
decided this was the time that I could afford
it. I truly broke a sweat when I paid for it.”
Diane Kruger, Germano-American
actress and model

21. CONCLUSION:
IS THE BIRKIN BAG CONGRUENT WITH THE
GERMAN CULTURE?
Obviously, yes.
The
Birkin
is
an
iconic
and
<meless
bag
and
even
a
must-­‐have
in
the
luxury
market.
Also,
it
is
a
typical
French
product.
Introducing
it
in
a
new
market
such
as
Germany,
which
has
its
own
culture,
do
not
have
to
change
the
way
of
selling
it.
As
we
showed
before,
the
luxury
German
market
is
quiet
similar
than
the
French
one.
Indeed,
German
culture
has
some
specifies
but
these
ones
match
with
the
purchase
of
a
Birkin
bag.