It’s not every day that just one fashion brand can inspire thousands of women to stand in line on a Saturday morning in hopes of scoring high-end handbags at a discount, but that’s precisely what Hammitt did in Manhattan Beach, California earlier this month. For a little background, Hammitt is a buzzy luxury leather goods label best known for its quality handbags and accessories (often accented with classic rivet details) that counts celebrities like Angelina Jolie, Kerry Washington, and Mary Bonnet ofSelling Sunset among its fans. Once a year, the brand rolls out the highly anticipated Hammitt on Holiday Event — a rare sale that offers retired styles at deeply discounted prices — and as expected, the brand’s most devoted enthusiasts came out in droves.
At the shopping extravaganza, customers snapped up satchels, wallets, clutches, and crossbody designs by the armful, eager to take advantage of rock-bottom prices on popular top-tier designs. While the high-end label prides itself on offering gorgeous goods that easily sell for full price year round, this festive promotional event is a heartwarming way to reward Hammitt enthusiasts (who come from near and far) with major savings just in time for the holidays.
In fact, the warm, good-vibrations-only energy surging through the event was impalpable — a rare retail experience in today’s challenging economy. Given that Hammitt has been around for just 15 short years, it’s safe to say that this impressive level of brand loyalty isn’t easy to attract and even harder to maintain, but Hammitt’s founder and CEO Tony Drockton knows that Hammitt has a hook that makes it truly special.
“Our products are unlike any other because of the quality of our leather. There’s nothing else like it. Other brands are shifting to different materials these days, but we’re staying true to who we are. Leather looks good, it makes you feel good, it’s soft and luxurious and that’s what we stand behind,” Drockton explains. “Our customers get excited about how Hammitt bags hold up, how they perform. They tell their friends about it, they gift their friends Hammitt, and that loyalty lasts a lifetime. Our customer is someone who likes to share their experiences, someone who wants to feel connected to what they’re buying — and that’s us.”
Drockton also noted that Hammitt is one of the few all-leather American handbag companies squarely focused on delivering fine leather goods that last — no easy feat given that the brand unveils a new silhouette every three months.
“Brand loyalty can’t be bought and neither can community. At Hammitt, we make products that people want, but it’s more than that. It’s about connecting with one person at a time, and over the years, I can confidently say that each connection has a special energy about it,” Drockton adds.
And it’s Drockton’s infectious energy that continues to drive this brand forward, no matter the landscape. With an earnest commitment to quality craftsmanship and authentic customer connection, Hammit is most certainly here to stay.