Walking into an Hermès store delights the senses. Time slows, the fragrance of Un Jardin Sur Le Toit mixes with buttery leather, vibrant silk scarves flutter through the windows, and sales associates quietly offer their assistance.
Following Hermès on Instagram inspires entirely different emotions.
They’re silent for weeks, then flood my feed with photos of unsmiling models. Captions inform me of what I’m seeing, but don’t explain why I should care. When I try to converse with the brand through likes or comments, I am ignored. Hermès clearly has no interest in developing relationships with consumers; they only follow two of their one million fans, both of which are Hermès-owned handles.
The experience I have with the brand differs drastically from platform to platform.
I don’t intend to single out Hermèsβ—βmost of their feed is filled with playful content that leaves me smiling. But my experiences with Hermès and @hermes illustrate a larger problem within the luxury category.
The past year and a half has been spent traveling to far-flung locales and exploring my New York City backyard. Here are a few incredible things I've seen.
Elon Musk's master plan for Tesla.
MIT x Henry Jenkins' white paper on creating content audiences want to adopt and adapt.
Ben Thompson's argument that Buzzfeed in the most important news organization in the world.
Questlove's series on how hip-hop redefined cool and failed black America.
Jon Gertner's history of innovation at Bell Labs.
Noel Gallagher's hilarious perspective on the music industry today.
Derek Thompson's investigation of effective altruism as a donation philosophy.
Doug Stephens on the transition of retail from distribution point to product experience.
Join or Die creates high-quality, fairly priced products that you will reach for season after season. Produced entirely in NYC.