Luxury French Brand Enters Digital World
Ties and technology have been brought together with a new shoppable app from French luxury brand Hermès.
The LVMH firm has launched Tie Break, which aims to provide a “random dose of Hermès”, targeting men who want to take a break from the “harsh realities of office, airport or public transport… or even a dull date”.
It allows smartphone owners to play retro style games, view animated GIFs, funny phrases, true/false stories, comics and videos; as well promoting the Parisian fashion house’s latest collection.
Using the phone’s screen, users can virtually try on the brand’s extensive tie range by holding it up to a shirt before viewing step-by-step guides on how to knot the neck wear.
The free app is also linked directly to the Hermès transactional website where the tie can be brought or found in the store locator.
During an interview with Billionaire Magazine, head of men’s textile accessories Christophe Goineau said:
“For the longest time, we had the idea of showcasing the collection in a different way. I wanted something that wasn’t boring, something that engages people and could also bring out the humour from the ties.”
The Tie Break app from Hermès is available to download today via the Apple App store and Google Play for Android devices.