Hermés International S.A. has recently launched Tie Break, a mobile application available for iOS and Android devices. The app uses a playful and informative mix of video games, funny phrases, comics, and videos with young actors to tell the story behind the brand’s famous silk neckties.
The app is the company’s second, coming as a sequel to Silk Knots. Silk Knots was introduced last year and demonstrates creative ways to tie Hermés’ famous silk scarves. “The essential app for smart scarf tying,” Silk Knots is continually updated and available for free on both the App Store and Google Play.
A new form of marketing to introduce the luxury brand’s latest collection of neckties, Tie Break will be updated every season with Hermés’ latest collections. The app will also suggest different styles in which men’s neckties and bow ties can be knotted and features digital pattern samples to try on against different shirts and outfits.
Tie Break aims to engage a new generation of tie enthusiasts. Through its new app, Hermés is hoping to attract younger customers who are curious to learn more about the company’s rich history and luxury traditions in a mobile and easy-to-access format.
Through the interactive application, users learn about Hermés’ inspirations and how the silk neckties are handcrafted in the same fashion as the brand’s scarves–dyed, screen printed, hand cut, and sewn into form. According to Tie Break’s website, Tie Break is a “handy app to help you take a break from the harsh realities of office, airport, or public transport… or even a dull date.”
Hermés International S.A was founded in 1837 by Thierry Hermés who first established Hermés as a harness workshop dedicated to serving European noblemen. The French manufacturer now specializes in leather, lifestyle accessories, perfumery, luxury goods, and ready-to-wear. Headquartered in Paris, France, Hermés has a market cap of $27.52 billion.
Visit hermes.com for more information and access to all the products the company has to offer.
Photos by tiebreak.hermes.com
