Longchamp, a brand intertwined with art
Art & Business | Longchamp turned 70 years in 2018. The independent, internationally famed brand is a family-owned company, nowadays managed by the 3rd generation of Cassegrain. Longchamp holds the record for the world’s best-selling bag, Le Pliage, and simultaneously cultivates its high-end positioning. Which strategy did the company develop, before its competition, in order to present luxury as both exclusive and inclusive, unique and collective, Parisian and global?
(à gauche) façade du flagship Longchamp sur la 5e avenue de Manhattan, New York - (à droite) Carlos Cruz-Diez - Transchromie Mécanique Aléatoire
© Longchamp
Art-à-porter
From its beginnings, the […]
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