Sunday, February 3, 2013

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.

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