Longchamp

Jill  Avery; Tonia   Junker; Daniela  Beyersdorfer

Case | HBS Case Collection | June 2016 (Revised July 2017)

Longchamp

by Jill Avery, Tonia Junker and Daniela Beyersdorfer

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: marketing; brands and branding; brand management; luxury brand; marketing strategy; brand positioning; Product Strategy; retailing; family business; Pricing strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe;

Language: English

Format: Print

24 pages

Educators Purchase

Citation:

Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised July 2017.)

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Case | HBS Case Collection | January 2019 (Revised October 2019)

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Keywords: Brands; brand management; brand communication; retailing; e-commerce; DTC; influencer; digital marketing; social media; Startup; internet marketing; big data; crowdsourcing; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Venture Capital; Consumer Behavior; Distribution; Growth and Development Strategy; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America;