![Axel Dumas, CEO of Hermès, says true luxury does not always have to depend on marketing | South China Morning Post Axel Dumas, CEO of Hermès, says true luxury does not always have to depend on marketing | South China Morning Post](https://www.scmp.com/sites/default/files/styles/og_image_scmp_obituary/public/2016/11/16/axeldumas_blacombe_email_photo_credit_-_brigitte.jpg?itok=b9qJaRqG&v=1479281678)
Axel Dumas, CEO of Hermès, says true luxury does not always have to depend on marketing | South China Morning Post
![Hermes International's CEO Axel Dumas poses before the unveiling of the new Hermes boutique on Rodeo Drive in Beverly Hills, California September 3, 2013. REUTERS/Fred Prouser (UNITED STATES - Tags: BUSINESS FASHION Hermes International's CEO Axel Dumas poses before the unveiling of the new Hermes boutique on Rodeo Drive in Beverly Hills, California September 3, 2013. REUTERS/Fred Prouser (UNITED STATES - Tags: BUSINESS FASHION](https://c8.alamy.com/comp/2CMRKTT/hermes-internationals-ceo-axel-dumas-poses-before-the-unveiling-of-the-new-hermes-boutique-on-rodeo-drive-in-beverly-hills-california-september-3-2013-reutersfred-prouser-united-states-tags-business-fashion-2CMRKTT.jpg)
Hermes International's CEO Axel Dumas poses before the unveiling of the new Hermes boutique on Rodeo Drive in Beverly Hills, California September 3, 2013. REUTERS/Fred Prouser (UNITED STATES - Tags: BUSINESS FASHION
![Hermes International's CEO Axel Dumas poses before the unveiling of the new Hermes boutique on Rodeo Drive in Beverly Hills, California September 3, 2013. REUTERS/Fred Prouser (UNITED STATES - Tags: BUSINESS FASHION Hermes International's CEO Axel Dumas poses before the unveiling of the new Hermes boutique on Rodeo Drive in Beverly Hills, California September 3, 2013. REUTERS/Fred Prouser (UNITED STATES - Tags: BUSINESS FASHION](https://c8.alamy.com/comp/2CMRKTT/hermes-internationals-ceo-axel-dumas-poses-before-the-unveiling-of-the-new-hermes-boutique-on-rodeo-drive-in-beverly-hills-california-september-3-2013-reutersfred-prouser-united-states-tags-business-fashion-2CMRKTT.jpg)
Hermes International's CEO Axel Dumas poses before the unveiling of the new Hermes boutique on Rodeo Drive in Beverly Hills, California September 3, 2013. REUTERS/Fred Prouser (UNITED STATES - Tags: BUSINESS FASHION
How Hermès became the ultimate status symbol in fashion – and made the Dumas family extremely wealthy | South China Morning Post
![Hermes CEO Axel Dumas stands inside company's shop during a press preview in Russia's landmark GUM shopping centre on the Red Square in Moscow, Russia, December 9, 2015. French luxury goods maker Hermes CEO Axel Dumas stands inside company's shop during a press preview in Russia's landmark GUM shopping centre on the Red Square in Moscow, Russia, December 9, 2015. French luxury goods maker](https://c8.alamy.com/comp/2CNWGBG/hermes-ceo-axel-dumas-stands-inside-companys-shop-during-a-press-preview-in-russias-landmark-gum-shopping-centre-on-the-red-square-in-moscow-russia-december-9-2015-french-luxury-goods-maker-hermes-will-reopen-one-of-its-two-moscow-shops-on-thursday-after-tripling-its-selling-space-in-a-gesture-of-long-term-confidence-in-the-market-reuterssergei-karpukhin-2CNWGBG.jpg)
Hermes CEO Axel Dumas stands inside company's shop during a press preview in Russia's landmark GUM shopping centre on the Red Square in Moscow, Russia, December 9, 2015. French luxury goods maker
![Axel Dumas, CEO of Hermès, says true luxury does not always have to depend on marketing | South China Morning Post Axel Dumas, CEO of Hermès, says true luxury does not always have to depend on marketing | South China Morning Post](https://www.scmp.com/sites/default/files/styles/og_image_scmp_obituary/public/2016/11/16/axeldumas_blacombe_email_photo_credit_-_brigitte.jpg?itok=b9qJaRqG&v=1479281678)