Today, Longchampis in the hands of the third generation of Cassegrain: his eldest son, Jean is the CEO, his daughter, Sophie Delafontaine, the creative director, and his younger son, Olivier, leads the brand’s development of American boutiques.
Here are the 10 things that you should know why they are evolving to remain in their customer hearts.
Longchamp has produced by expert manufacturers located mainly in France and Italy. With a strong heritage and knowledge of craftsmanship, the company manufactures most of its products, except its ready-to-wear clothing and shoes collections.
Longchamp had 1,500 pointsof sale worldwide in 2018, of which 300 are proprietary stores. COVID crisis has since affected many countries and it will take a while to get all restrictions lifted to allow customers to come back to the stores.
Leather comes mainly from France, Italy, and Uruguay The process of choosing leather is very selective and we strive to use the greatest quality materials. The treating modes and sorting criteria are exclusive to Longchamp and tanneries strictly respect environmental regulations.
Longchamp ensures that related livestock farming does not contribute to deforestation, particularly in the Amazon rainforest. These hides are processed by the best tanners in France, Italy, Portugal, Spain, the Netherlands, England, Uruguay, and Brazil.
Since August 2020, Longchamp offers a new eco-friendly line, Green District. Crafted from ECONYL® regenerated nylon with carefully selected pieces of leather. The revolutionary material is the success of the Italian company Aquafil. Nylon waste recovered from the oceans undergoes treatment and conversion into nylon yarn.
Green consumerism is rising rapidly. Brands need to act quickly to stay relevant and competitive. 65% of consumerssay they want to buy products from purpose-driven brands that advocate sustainability.
2021 show unveiling its latest collaborations with brands like Emotionally Unavailable Filt and Pokémon and introducing a new line of bags called The Brioche.
The company delivers a strong and consistent message about the brand across all markets, through actions like staging its autumn/winter
Longchamp stays relevant to the younger customer and is switching gradually sales to digital and operates one e-commerce site. Few authorized third-party companies sell Longchamp online. Key markets are France, China and US.
Longchamphas taken a step back in Russia and have a digital retail presence via its e-shop. The lockdown imposed in Russia since COVID crisis, and the slow recovery that followed, put the company’s cash flow under severe pressure.
China remains a very important market for Longchamp as is has expended its store numbers and increased their online presence with successful strategies like collaborating with popular influencers, setting stores in WeChat, Adopt the country’s culture in marketing campaigns or using QR codes with Customized settings within WeChat’s mobile apps.