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.