After more than 70 years of history, Longchamp sale has become one of the few independent family-owned handbag brands in the world, still run by the founding families.
In recent years, the brand has expanded into new categories such as ready-to-wear and sunglasses, and has successfully transformed itself from a leather goods manufacturer to a lifestyle brand. These past achievements are inseparable from years of brand upgrading efforts. In the future, the brand will continue to build its global presence and accelerate its growth.
Sophie Delafontaine, granddaughter of Longchamp founder Jean Cassegrain and the brand's current creative director, says: "Now is the perfect time for us to take it to the next level and extend our vibrant, chic Lonchamp woman image to more markets than ever before! ."
Jean Cassegrain, grandson of Longchamp founder Jean Cassegrain and the brand's global CEO, said, "Our logo is a horse running at full speed, which is a true reflection of what we are at the moment. A small percentage of U.S. consumers may know us, but the name isn't big enough."
Staying true to quality and continuing to innovate
It's not the use of rare fabrics or distinctive designs that keeps Longchamp products standing in the global fashion marketplace, but the fact that they are practical and stylish. Take the famous dumpling bag, for example, a nylon bag with a leather handle that can be folded and is a compact and capacious model that is a bestseller in the brand's university stores and airport terminals," says Sophie Delafontaine, "Our products are made to be worn and used, not to be displayed on the mantelpiece. decorations."
Longchamp, which made its name on superior quality, understands that the essence of fashion is always being new. That's why the brand has been collaborating for years on co-branded capsule collections with avant-garde designers and artists, such as Jeremy Scott, Shayne Oliver, and Chinese fashion blogger Mr. Bao.
First New York Fashion Show
On September 8, Longchamp held its latest show at 700 feet in the air at 3 World Trade Center in New York City, showing a collection with a 1970s retro-luxury feel, highlighting themes of California spirit and Parisian elegance.
Each outfit featured a matching bag with hippie-vintage jewels and snakeskin patterned straps, and the new designs were heavily printed and fringed in a variety of fabrics, including suede, leather and lace. Supermodel Kate Moss, who was watching the show, said: "It's amazing! I can't wait to take home half of the pieces."
In addition to the exotic pieces, the show also offered views of famous sites such as the Liberty Tower, the Statue of Liberty, New York Bay and the Brooklyn Bridge. "This show was a crucial step for Longchamp and I couldn't think of a better place to do it (run the show), (which) overlooks all the energy and energy and magnificent views of New York," said Sophie Delafontaine.
The show was highlighted by the appearance of model Kaia Gerber, who was also a part of the brand's new ambassador Kate Moss and Kendall Jenner. Sitting in the front row were the brand's new ambassadors Kate Moss and Kendall Jenner, who were part of a campaign shot by David Sim. Starting with the Fall 2018 collection, the two ambassadors will be shooting the brand's advertising campaigns for all seasons.
In order to show consumers that Longchamp is a dynamic brand targeting the youth market and to further raise awareness in the U.S. market, the brand has hired Kendall Jenner as a brand ambassador for the Fall 2018 campaign. As a member of the famous Kardashian family, Kendall Jenner has a large social media following of millennials and Generation Z and a thriving personal fashion career, with Sophie Delafontaine noting, "Even though Kendall Jenner is not French, her Personal dynamics and lifestyle but very French."
Sophie Delafontaine says: "Longchamp is not a niche brand, so I wanted to appeal to as wide an audience as possible. I envision a confident and independent woman with a unique personal style, like Anita Pallenberg, Veruschka and other trendsetters."
We are where the customer is.
Currently, the brand's ready-to-wear and accessories products are available in 40 stores around the world, for a total of over 300 stores," says Sophie Delafontaine, "We carefully select our distribution channels and don't want to be in every store. We want women who buy branded ready-to-wear to feel that they are in a warm environment. Now there's an opportunity for us to showcase and develop the brand's ready-to-wear in the U.S. market, and perhaps even convey something more powerful."
In May, the brand opened a 500-square-meter flagship store on Fifth Avenue in New York City, as well as a dedicated space in the middle of the main floor to showcase ready-to-wear and shoes. This fall, Longchamp will also open its first store in Los Angeles.
Opening a store in a prime location is also an effective way to raise awareness of the brand, says Jean Cassegrain: "We're where the customer is. Whether they want to go to a department store, have a complete experience at a branded store, or shop online at home late at night, we want to make sure they're touching the brand," says Jean Cassegrain. Fifth Avenue sits atop a number of well-known brands and has high foot traffic, not only from New Yorkers but also tourists, which can greatly increase our brand awareness."
Marie-Laure Dubuisson, Longchamp's global communications and marketing director, noted that the 70th anniversary celebration was intended to convey the brand's two complementary visions. "In Paris, we celebrate 70 years of luxury and heritage, and in New York, we look forward to the next 70 years." On September 11, the brand will also host a gala celebration inside the Palais Garnier, the Paris Opera House.