Publications
Publications
  • June 2016 (Revised November 2021)
  • Case
  • HBS Case Collection

Longchamp

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
  • Format:Print
  • | Language:English
  • | Pages:24
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Abstract

Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and detract from Longchamp’s brand equity?

Keywords

Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe

Citation

Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised November 2021.)

About The Author

Jill J. Avery

Marketing
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