Ch 4: The Marketing Environment

 Longchamp is known for their luxury bags of authentic leather with constant renewing designs every season. When capturing the attention of an audience there are a few social factors thast need to be taken into consideration. Longchamp has their audience. Even though they carry accessories for men, their target market falls between working women of every race and those who constantly travel. Longchamp’s compact design and ample lightweight traveling bags make it easy for everyday travel. Their marketing strategies also attract the attention on a trendsetting generation like girls of every race in their late teens and early twenties who use handbags for school. In France, mothers give their daughters who just turned fifteen a Longchamp bag as a symbol of entering a mature stage.

 Longchamp is even extending to their international market. You can see as all the bags look the same with that French flair. However, there is something different about according to country due to each lifestyle. France has more abstract designs. United States maintains a more simplistic look. Hong Kong has a lot of flowers. There are bags in Hong Kong that I haven’t seen in the United States but are available online.

Chapter 2: Strategic Planning for Competitive Advantage

In accordance with having a competitive advantage, a company must know the importance of strategic planning. Strategic planning creates an organization in the goals of a company and what they have to center on. It must favor the long-run productivity and growth of a company. Marketing plans with a mission statement and a SWOT analysis as focus can present specific objectives and define what is need to reach them. Longchamp’s mission is ever changing.  From producing items with classic French sense, their mission is to become the top of fashion design. In addition, to keep their heritage of leather goods firm and promote  a company devoted to not only making themselves famous for their designs but for developing partnerships with notable designers and artists.

SWOT Analysis:

Strength- Longchamp presents a unique logo of an equestrian that is solely theirs. Their company privately handled company by family members. That makes keeping company information not accessible to public or competition. Longchamp’s constant renewal in style is a major advantage not only in handbags but also in scarfs, belts and many more accessories. Just recently in 2008, Longchamp celebrated its 60^th anniversary. In tribute to many successful years in the fashion house history, they presented the LM bag, which is crafted with ideal leather. The artist Jean- Luc Moerman molded the LM bag and tattooed the leather giving it that abstract feeling. “Le Pliage bag” became Longchamps trademark bag, which at least women want in every size due to its ideal shape and simplicity. On the website, you can design your own “Le Pliage Bag”.

Weakness- One weakness to the Longchamp Brand is the imitations that can hurt profiting. Since it is that accessible and the design is not exactly hard to copy it is easily reproduce in the black market. In addition, merchandise is not physically accessible everywhere, and very exclusive. There is also one flaw in the design. The bottom “Le Pliage Bag” should have leather on the bottom also for support.

Opportunities- In the 1950s, they seduced America, Japan, and Morocco. Today Longchamp’s continuous expansion in Europe and North America is becoming known between young women. Having the first dedicated store in Paris making it a tourist attraction for any fashion follower.

Threats- Longchamp competes with Chanel and Hermes.

Marketing Strategy/Competitive Advantage: 

 Longchamp has exceptionally well- made luxury handbags made with dedicated artisanship. Their handbags carry French style and flair that is not represented in an obnoxious way.  Not only symbolizing indulgence but being used as a representation of being hard-working women and schoolgirls. No matter what bag a woman has under her arm the one on top is the Longchamp. Longchamp has a major advantage it is not only for travel and work use, but also for casual wear that can polish your look a bit more. Their marketing strategy of making Kate Moss the face of the company adds a hip and sensual implication to it. Kate Moss being a fashion icon attracted a lot of attention. In 2005, Longchamp kept loyal to her and renewed her contract.

Marketing Mix:

Product- Made with hand carved leather sewed in bags in which the logo is imprinted by machine, Longchamp produces bags in six production sites in France in the Maine and Lare areas. Also outside of France, Eight workshops around the world with more than 1100 people work in each of their 236 shops.

Place (Distribution)- Longchamp is distribute in hundreds of countries around the world in approximately 1800 stores, owning boutiques and franchises, concessions in department stores, and online accessibility.  They manage 236 outlets through 18 distribution affiliates. From Longchamp, France accounts for around one third of turnover.

Promotion- Longchamp provides much collaboration with designers and artists letting them offer their creative ideas sometimes sold in limited editions. Thomas Heatherwick invented the zipper bag which is a long zipper built around the bag. Tracey Emin modified luggage. Kate Moss became the face of the brand in 2006 and started designing bags in 2010. Longchamp has also included a range of clothing and shoes since 2006. In spring 2012, the brand launched a new folding bag in all leather.

Price- Longchamp pricing is reasonable for the craftsmanship put into making it. They have sale when changing seasons.

Successful Strategic Planning:

 They avoid becoming predictable.  Longchamp pulls ahead with a close family management, a growing international empire, customers dedicated to fashion and loyalty, Kate Moss and many more making them legend, and with a creative mind and humble spirit.

  

CHAPTER 1: Brief History and Mission statement

Its curious how the classic french brand that makes luxury leather goods, Longchamp, came to be. It had nothing to do with handbags or shoes. As a matter of fact it began in a tobacco shop. In 1948 on Boulevard Poissonniere, Jean Cassegrain, founder of Longchamp, had inherited his tobacco shop, Au Sultan, from his father. His biggest customers were Parisians and the Allied Forces. However when the troops left what was he to do with the extra stocks of pipes. He had an intuitive idea, leather coverings for pipes and cigarette cases. He transformed the domain of tobacco accessories. Leather pipes became a luxury item that could not just sold anywhere but in Jean Cassegrain & Compagnie store. Business flourished and Cassegrain expanded his collection.  

One of his cousins had already used the family name Cassegrain for a family mill company that produced grains. So he decided to change the name to Longchamp, translating to “Long Field”, as he was walking by a racetrack. Cassegrain sought for illustrator Turenne Chevallereau to design the Equestrian logo. Therefore Longchamp was born.

As Jean Cassegrain was sitting on afternoon on the terrace, he started to realize that accessories for smokers was weakening and thought of new ideas for his company. As the trend faded out, he started to display leather wallets for men in his shop. This was a milestone for him and the Longchamp as he transitions from leather pipes to leather goods in general. Cassegrain searched for in house production. He sought the services of Emile and Marie-Louise Allet, craftsmen in Segre. In 1955, Longchamp opened its first factory in Segre, France. 

In 1970, Longchamp opened its first boutiques in Hong Kong and Japan, becoming known for lightweight travel goods and hence the first handbag was born. The start up line LM collections is introduced designed by Philippe Cassegrain. Its most popular in Japan.

In 1980, Philippe Cassegrain, Jean’s son, took power expanding retail and factories to Belgium and Germany. They began the production of clothing, scarves, and other fashion accessories. In the recent years Longchamp has become active internationally with artist like Thomas Heatherwick, Tracy Emin, ME company, Kate Moss, and many more. In 1993 “Le Pliage”, the most popular line of bags is introduced.  “Le Pliage”, translated “folding”, is a collection of foldable bags made of vinyl and leather trim. Designed in the 1970s by Philippe himself. He cut out in khaki nylon then went on to sew in the pigskin.  Its the most popular bag because while the bag may seem a little expensive, the price is right on point considering the craftsmanship and material. 

The Longchamp bag maintains a timeless look no matter what shape or color. The Longchamp company offers allure of equally style and prestige. Longchamp maintain its reputation of worldwide style, quality and beauty. today Longchamp remains opening boutiques around the world. in may of 2006, it opened its first one hundred store at La Maison unique in New York SoHo district.