Longchamp outlet to ramp up further its presence in Italy

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A fiercely independent family company with nearly €600 million in turnover and 70% of production exported. A brand of handbags and accessories that for years has been the best known brand in France and a very strong bond with Italy in terms of taste, style and business model. And yet, until five years ago, Longchamp – founded in Paris in 1948 – had a presence in our country that was still much less pervasive than in other European markets, although it’s profile has risen over the past decades.

“When, in 2011, the Cassegrain family proposed to me that I open an Italian branch and laid out their goals and ambitions, I though that it would be a difficult but not impossible challenge,” said Paola Patrone, country manager for Longchamp outlet Italy. “The seriousness of the project was clear, as was the availability to make key investments right from the start, despite the fact that only five years before we had been in a full-blown economic crisis of consumption. So I accepted and today I think that we are already at a good point with respect to the goals that the founders/owners, and myself as well, want to reach.”

Definitive 2016 financial data aren’t out yet, but in 2015 Longchamp revenue rose 14% to €56 million. There’s likely to be an additional increase for the year just ended, which will bring revenue close to the €600 million mark.

“In 2011, Longchamp was only present in Italy in some multi-brand stores with few products besides handbags. Today, we have six boutiques in Milan, Florence, Rome, Venice, Genoa and Portofino, all in prestigious locations, alongside luxury brands, and we are in about 100 other high-end locations,” Patrone said. “We have been growing uninterruptedly for five years and in 2016 revenue rose by 8.3%. A this point, Italy is one of the major European markets for the brand.”

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But our country is also important from a strategic perspective. “The handbags and accessories, which will always be Longchamp’s core business, are made in France, where we have six factories. But that’s not the case for the two categories introduced to give the brand more global breadth (it’s currently present in 80 countries). Pret-à-porter, which we show twice a year in Paris during Fashion Week, is all made in Italy, and our shoes are 90% made in Italy,” she says.

The boutiques are an important way to introduce our Longchamp outlet online brand to foreigners: Italian customers make up about half of business, the rest are tourists from around the world.” Longchamp’s best-seller is Le Pliage, the foldable nylon bag launched in 1993 and available in leather since 2012.

“Over time, we created Le Pliage bags in every color and size, working with artist like Jeremy Scott,” recalls Patrone. The price (which starts from €80) makes it an excellent way to enter the Longchamp world. But we are perceived as a true luxury brand and with a strong skill in workmanship and the choice of material. It’s no coincidence that the best-sellers in our clothing line are leather jackets and pants. Longchamp also offers handbags that can cost thousands of euros depending on the size and material,” she said.

Being able to set the starting price at €80 is one of the advantages of being independent and owned by a very united family. Of not having outside pressure and being forced to drive up margins and revenues. “For the Cassagrain, the important thing is to grow in a healthy way, maintaining intact the price-quality ratio,” she concluded.

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Purse-onalize Your Longchamp “Le Pliage” Ultimate Tote

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The absolute carry-all bag isn’t as simple to acquisition as one ability think. At the ELLE.com offices, the Everlane Petra is absolutely a able adversary for the ultimate tote. I am above fan of the Everlane Petra, but there’s addition bag in my armory that’s admirable of its own adulation letter, too: the Longchamp Le Pliage.

Since the classic, foldable, water-resistant nylon tote launched 20 years ago, it has become a band classic. Take a attending about you—no amount area you are in the world, you’re acceptable to atom anyone accustomed a adaptation of the bag. (It now comes in a array of sizes, shapes, and colors.) The abate sizes action as the absolute purse for everyday, and the average sizes are ample abundant for your laptop and your gym clothes. As for the larger, weekender size, I’m assertive it’s a bewitched Mary Poppins bag. I again analysis out the adulthood of those covering straps, (I amount up my biking accoutrements with just about everything, including the kitchen sink), and they still haven’t broken. It’s absolutely indestructible.

Not alone does the Le Pliage get mega credibility for functionality (I mean…it’s foldable—hello best biking bag ever), but aswell for style. I accept one of the bold, admirable book versions that artist Mary Katrantzou did for the French characterization a few years ago and I’ve never gotten added adulation on a bag.

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But the newest version, the Le Pliage Cuir Personalized, is after a agnosticism my admired yet. Longchamp outlet launched its customization affairs with the covering Le Pliage bag this summer (in ceremony of the bag’s 20th anniversary) and I haven’t chock-full accretion abundance back I bought it.

Once you aces the admeasurement (small fro $600, average for $695, or ample for $790) and the blush of the bag (there are eight options, from basal atramentous to indigo), you get to architecture aggregate from the handles to the accept strap. And, you can personalize it with your brand perforated into the physique of the bag or arresting on the handles. Three weeks later, your one-of-a-kind bag is at your doorstep. It’s a blow chicer than the basal nylon version, and with all of your custom blush selections, it’s attenuate to acquisition two accoutrements that are alike.

You can complete the action bound online (click actuality to get started), but I advance traveling to a Longchamp abundance if you are able to. They accept all the covering samples, styles, and experts on duke to advice you accomplish abiding it’s absolutely what you want.

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The Longchamp Le Pliage handbags are few things otherwise versatile.

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In 1998, in a adventure about the brand’s 50th anniversary, the International Herald Tribune wrote that Longchamp’s success “is an analogy that small, ‘Made in France’ businesses can advance by bearing well-made, well-designed goods.”

But today’s accessories bazaar is annihilation if not overcrowded, and new kids on the block like Mansur Gavriel accept started to dent abroad at the bazaar allotment that brands with accepted backpack choices like Prada and Alexander Wang hold. And yet, the Le Pliage charcoal a staple.

Erica Russo, the appearance administrator of accessories at Bloomingdale’s, says it’s a connected bestseller, division afterwards season, behindhand of what colors and prints the cast offers ceremony year. Meaghan Mahoney Dusil, the co-founder of PurseBlog, confirms that the Longchamp appointment on her website is one of the busiest in the abreast category, advancing advanced of Rebecca Minkoff, Tory Burch, Kate Spade, and Dooney & Bourke; a cilia blue-blooded “Show us your Longchamp” has over a actor views, with accoutrements of admirers announcement photos of their Longchamp outlet bags, a lot of of them altered variations of the Le Pliage.

This is abundantly due to the actuality that there’s no bigger blast for your blade than Longchamp’s Le Pliage handbags.

“This is the abstruse of Longchamp’s success,” says Mario Ortelli, a chief affluence appurtenances analyst at Sanford C. Bernstein. “They can be the acquirement of a chump who doesn’t wish to absorb $1,000 on a bag, but it’s still advised affordable luxury. And humans will not be agitated if they breach or bones them.”

“They are added affordable, but still allocution of superior and are admired as a affluence brand,” adds Fflur Roberts, arch of affluence analysis at Euromonitor. “Because of their affordability, abounding consumers will accept a amount of the aforementioned bag in altered colors for altered apparel as able-bodied as seasons.”

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2016 Longchamp Has It in the Bags

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Longchamp knows its ties to Paris give it a leg up. In October, Jean Cassegrain told Success Magazine the brand designs bags with this in mind.

“Our strategy is to stay true to the brand values in every region and keep in mind our first customer: the Parisian woman,” he said. “French women are known for their effortless elegance, their dynamism, their optimistic take on life. Our approach to luxury like theirs is casual, effortless, optimistic.”

“It’s managed to maintain an element of Parisian chic in a way that a brand like Michael Kors never can,” Lysts’s Ormerod says. “There are probably more Longchamp le pliage bags out there than the Michael Kors Jet Set, but they don’t have the same connotation when it comes to status.”

In addition to the all-important French connection, Ormerod notes Longchamp executes campaigns that have an added air of luxury. Ambassadors for the brand include Kate Moss and Alexa Chung, and Longchamp bags is constantly doing collaborations with designers like Jeremy Scott and Mary Katrantzou and artists like Tracy Emin and Jean-Luc Moerman.

“It really feels like they tap into pop culture,” says Bloomingdale’s Russo.

Strategically, the brand also only has two outlets stores in the UK (for comparison, Coach has 225 and Michael Kors has 45).

Some certainly argue that Longchamp is a one-trick pony. Today, more than 80 percent of its business comes from women’s goods, according to the Australian Financial Review, and data provided by Lyst to Racked shows that the Le Pliage bag is the most searched-for and purchased bag within the Longchamp outlet category on the site. But the company is able to lean into the bag’s popularity while still evolving it, offering new colors and design collaborations that keep shoppers coming back. Dusil says Longchamp fans on Longchamp Blog are most excited by limited-edition collaborations and often collect them.

“As other brands try to be fashionable and chase after trends so that they can sell a shape that is in style, Longchamp maintains desirability with the same bag,” says Bernstein’s Ortelli. “They are in a different league. Their strength does not come from extending into different styles.”

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Now, Longchamp Outlet in India

— Its handbags, mostly made from stylish nylon canvas with leather trims, luggage and accessories, have a global reputation for craftsmanship and quality

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Founded in Paris in 1948 by Jean Cassegrain, Longchamp is a family-owned brand.

Longchamp, a leading French handbag brand, opened its first store at the DLF Emporio Mall in Delhi this week. Founded in Paris in 1948 by Jean Cassegrain, Longchamp is a family-owned brand. Its handbags, mostly made from stylish nylon canvas with leather trims, luggage and accessories, have a global reputation for craftsmanship and quality. Over time, the brand extended to shoes and ready-to-wear collections. Longchamp outlet uk uses a multichannel approach to appeal to consumers. For instance, as part of the promotions for customizable versions of its handbags, Longchamp has invited consumers to share a photo of a previous purchase on Tumblr and win a chance to personalize their own bag. Through this, the brand reached out to loyalists, rewarding them for their support and enabling them to be part of the brand story. Longchamp’s brand ambassadors include British models Kate Moss and Alexa Chung, while collaborations with designers such as Jeremy Scott and Mary Katrantzou continue.

Unlike older, storied luxury brands, Longchamp sale is adding more stores and sticking to affordable prices. The result: faster revenue growth. In the last three years, the firm’s revenue surged by 75%, about twice as fast as the personal luxury goods market, said Longchamp chief executive Jean Cassegrain, grandson of the founder. Its 1,000 sq. ft boutique in Delhi will house the brand’s handbags and luggage collections. Signature pieces such as the Le Pliage Heritage, Pénélope, Roseau and the popular Le Pliage Cuir bags will be available at the boutique, along with a wide assortment of high-end accessories.

Longchamp outlet has entered the Indian market just days before American luxury brand Coach opens its first store in Mumbai this month. There are reports that Italian luxury brand Prada is currently in talks with potential partners to establish a retail presence in India. According to a report released early this year by Assocham, an industry lobby group, the luxury market in India is growing at a compound annual growth rate of 25%, with the market estimated to cross $18.3 billion by the end of this year.

Longchamp’s Indian debut reiterates the importance of India as a market for global luxury.

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