From a nylon bag to a luxury product: Longchamp reinvention
Fashion blogger Alexa Chung, image of Longchamp in her 2016 campaign.
Achieving a change of bet and perception without losing the essence has not been easy. The years 2014-2015 were complicated for this French family company whose owners are still the Cassegrain family, with Jean Cassegrain as CEO. With its colorful canvas bags with leather edges as a star, in the last 24 months it has opted for the transformation of both the product and its positioning as a brand.
"moving from an affordable product to a luxury product is complicated. The consumer has an idea and to modify it implies a coordinated effort of several areas, starting with design and materials in direct coordination with marketing, advertising, market positioning and even concept of shops," says Francisco Trigueros, marketing and luxury consulting expert.
