The secret to Longchamp’s global appeal
“We’re an international brand but we are still very French at the heart, so the secret is to remain ourselves. From my observation of customers around the world, they come to us for this particular Frenchness. Many French brands are designed for international tastes more than the French woman, whereas we are very proud of being the number 1 favourite brand of French women.”
The trick to evolving without losing sight of brand values
“How do you remain yourself and change all the time? I think it’s the most difficult question to resolve each season. My grandfather started Longchamp in 1948 designing smokers’ accessories and pipes, which were en vogue back in the day. Over time, the brand renewed itself by scaling up its key elements. From day 1 we were all about the leather, besides the fashion and luxury elements.
On top of that, Longchamp’s quality and workmanship are enduring elements. For example, to balance the iconic Le Pliage handbag’s DNA and newness, each season receives an update be it through leather upgrades, customisable badges, and fun embroidered stars – as a way to animate and refresh a product. We also create new iconic bags, like the recent Mademoiselle design.”