HERMES_REGISTRATION_DOCUMENT_2017

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OVERVIEW OF THE GROUP

ACTIVITY BY GEOGRAPHIC AREA

Middle East

United Arab Emirates: 6 6 concessionaires

Lebanon: 1 1 concessionaire

Bahrain: 1 1 concessionaire

Qatar: 2 2 concessionaires

Kuwait: 1 1 concessionaire

Oceania

Australia: 5 4 branches:

Guam: 1 1 branch

Saipan: 1 1 branch

Brisbane

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Gold Coast Pacific Fair Melbourne Collins Street

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s Sydney 1 concessionaire

1.4.5 DIGITAL STRATEGY The Group’s digital policy took shape in 2017 with the gradual roll-out of our new Internet platform. This website, which was launched initially in Canada in the summer and then in the USA in October, will be rolled out in the first half of 2018 in Europe, then in China at the end of 2018. Conceived as a flagship store, it brings together editorial content and products with a single point of entry, so as to offer a unique and original digital experience. Editorial content reflects the diversity and originality of our designs and our mastery of our savoir-faire. They also provide infor- mation about the house’s major events, such as ready-to-wear shows or exhibitions. This content is also circulated via the social networks (Facebook, Twitter, Line, Wechat, Instagram) in order to increase their visibility.

This strategy also enables our house to introduce itself to new clients to whom we offer a new in-depth e-commerce offering. All of the house métiers are represented there. A more fluid, more rapid purchasing experience has been met with suc- cess so far in North America, particularly in terms of traffic and conver- sion rates. In addition, the complete redesign of our website has enabled high-per- formance mobile searches and means that the majority of our visitors and clients are now using mobile platforms. The average visit time has radically increased. In the medium term, this redesign is due to be enhanced by new client services in order to reinforce our omni-channel strategy. In 2017, the Internet was, as a result, the Group’s leading store for ties, jewellery accessories and perfumes and in second position for silk scarves and women’s shoes.

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2017 REGISTRATION DOCUMENT HERMÈS INTERNATIONAL