Homepage Analysis 1 - Hermes!
Hi everyone!
As promised in my past posts, we are going to start digging into some brands, and analyzing their homepages. Today, we are going to talk about Hermès.
Hermès: A Legacy of French Luxury
Founded in 1837 by Thierry Hermès, Hermès began as a harness workshop in Paris, dedicated to serving European noblemen. Over time, it evolved into one of the world's most prestigious luxury brands. Known for its commitment to craftsmanship, quality, and timeless elegance, Hermès has expanded its offerings to include leather goods, ready-to-wear, accessories, and fragrances. This family-owned conglomerate, the Hermès Group, continues to emphasize traditional artistry while embracing innovation. Iconic products like the Birkin and Kelly bags, silk scarves, and equestrian-themed accessories have solidified Hermès as a staple in the luxury market.
Analyzing Hermès' Latest Homepage
Today, I want to delve into and analyze Hermès' latest homepage, which stands out as one of my favorites regarding graphics. The current design pays homage to the French luxury lifestyle, particularly for those who can afford to be outside the capital, Paris. The graphics are simple yet effective, recalling paintings. The video of the house with the Hermès flag flying is iconic for me. The beachy theme is brought across the whole homepage.
Although it all looks fun and effective, there are a couple of things I could improve if I were part of Hermès:
- Header: I would change the look and feel of the search bar. Instead of the boxy look, I could use a line with a magnifier icon next to it. Alternatively, just a magnifier icon would suffice.
- Banner Video: I would make it play automatically and remove the control CTAs to make it more minimal and elevated. Additionally, I could place it in a dynamic container to adjust its size based on the screen. Currently, on my MacBook Pro, it goes over the fold.
- Overall Padding: I would reduce the padding between sections so that a snippet of the next section is visible.
In terms of layout and depth, I appreciate how Hermès keeps the page concise and short. It's often difficult for brands to pick and choose what to include.
Mobile and Desktop View Feedback:
- The banner video could be vertical on mobile, allowing users to see the content better. On the desktop, it should remain horizontal but play automatically without controlling CTAs for a cleaner look.
- Similar to the desktop view, the padding between blocks on mobile could be shorter.
- The carousel in the "Summer is at the Horizon" section would have titles within the images or centered. The current layout feels off (this applies to both desktop and mobile views).
Lastly, the overall performance of the homepage, at the time of my analysis, needs improvement. The Lighthouse score is 38, which is very low. There is a need to focus on Largest Contentful Paint (LCP), Total Blocking Time (TBT), and the Speed Index.
Hermès is an experience. While the in-store experience is exceptional, the e-commerce site should match this excellence. My rating for this e-commerce homepage is 6.5/10.
If you want to learn more about Hermès' user experience or have me analyze other sections, leave a comment, and I will do my best to cover whatever you want!
