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Feature


As Longchamp opens its new European fl agship store, we chart the luxury French label’s success


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n the last three years Longchamp’s revenue has surged 75 per cent, about twice as fast as the personal luxury goods market. As a result, the Paris-


based company opened its biggest European boutique in London earlier this year, bringing its elegant, stylish and carefully crafted bags and accessories to Regent Street. So what is it about the label’s folding Le Pliage handbags that have captivated the world? “T e Longchamp brand is a blend of luxury and optimism,” said Marketing Director Marie- Sabine Leclercq. “It is a luxury brand from a family business, that is still run by that family today. It is based on a heritage of craftsmanship, it is French, it is sophisticated and elegant. “Optimistic luxury and the idea of creative


movement run throughout the DNA of the House,” she added. “A prime example of this creativity is our Le Pliage bag, something that was completely new 20 years ago when it was created by Philippe Cassegrain, who is still President of the House today. It is this innovation that has driven the company over its history.” Founded in Paris in 1948 by Jean Cassegrain, the luxury House Longchamp is still owned by the Cassegrain family today. In addition to Longchamp’s luggage, handbags and accessories, which have gained a worldwide reputation for craftsmanship and quality, the French label now off ers footwear and ready-to-wear collections. It has also formed partnerships with Tracey Emin, Kate Moss and Mary Katranztou. “We are an increasingly international brand,”


added Ms Leclercq. “We are very well known in France, and our reputation is growing fast elsewhere. “T e fl agship store will allow us to demonstrate the fact that we now have a broader off er – leather goods and accessories but now ready- to-wear and shoes. We need space to do that. Ready-to-wear began as a project six years ago, but in the last two to three years it has expanded greatly. Shoes are a fast growing new area for us, we launched the collection only one year ago and the success has almost caught us by surprise.” She added: “T is is an opportunity for us to


showcase all of our collections and all of the areas of our craftsmanship in the very best surroundings. T e special architectural features and the prime retail location mean that we can welcome visitors from all over the world to discover every aspect of the Longchamp House and heritage.” Set over two fl oors on Regent Street,


Longchamp’s fl agship store, La Maison in Motion, features a large mezzanine dedicated


entirely to the House’s Le Pliage collection, as well as women’s bags, accessories, shoes and ready-to-wear on the ground fl oor, and men’s collections and luggage on the fi rst fl oor. London-based art trio, Troika – who were


nominated for the 2012 Design of the Year Award by the Design Museum - and French specialist artists Trafi k were also commissioned to create striking installations for the new space. “Regent Street is the latest step in a process to establish ourselves more strongly in the British market,” said CEO Jean Cassegrain. “A fl agship store is a showcase which embodies all of the brand’s values. A fl ag symbolises our world, it is like a house, when you come into a fl agship store you come into our world, the Longchamp world. “Even more than in our other stores, we want our customers to feel that they are in a special location, with a diff erent and unique atmosphere. We have created some spectacular architectural elements and have reviewed various features so that we can adapt them to the London fl agship and create what we are calling the ‘Maison in Motion’.” Working with digital graphic artists Trafi k, the team has created a series of striking graphic images, which will be shown on vertical screens at the heart of the store. Four series will recall a number of aspects of the Longchamp brand: the Longchamp logo, Weaving, Animals and the World, underlining the House’s global appeal, use of natural materials and craftsmanship. “Above all, the Regent Store, La Maison


in Motion is a store of discovery. Many customers who come to the fl agship will be stepping into a new brand, or a new way at looking at the brand if they already know us,” added Mr Cassegrain. “In general the size of our stores is growing


because we are putting more emphasis on our shoes and ready-to-wear and so we need more space. Also we want to provide our customers with a more pleasurable shopping experience where they can discover all of the facets of the Longchamp brand.” With several store openings planned for 2013 and 2014, Longchamp will be adding to the Regent Street fl agship and 252 worldwide boutiques with further outlets in Rome, Tel Aviv, Abu Dhabi, São Paulo, Munich and Barcelona.


For more information on Longchamp’s collections and store locations, visit www.longchamp.com


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