Long Champ Case Analysis Report 2022

Running head: LONGCHAMP CASE ANALYSIS
LONGCHAMP CASE ANALYSIS
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LONGCHAMP CASE ANALYSIS
Introduction
Longchamp’s Le Pliage is one of the most successful fashion products in the world.
The iconic nylon handbag Le Pliage have become a must have item for both young and the
old people. However, it is challenging for the business organization to maintain its high levels
of sales in such pricing. Therefore, Longchamp has been trying to refocus the pricing of the
products to higher priced, luxury leather items. The purpose of this report is to determine
factors contributing to Le Pliage success and provides recommendations for brand extension.
It determines the pros and the cons of the recommendations and concludes the report.
Discussion
Factors that contribute to the success of Le Pliage
4P’s of marketing of Le Pliage
Product: Le Pliage is low priced luxury item. The product is highly stylish and luxurious for
both young and the old. The product item has been successfully positioned in the market
focusing on high quality and has been designed as a functional bag. Le Pliage has gained
must popularity in the market since its launch due to its features like foldable, leather
material, sturdy, durable, cheap and light weight (Avery, Junker & Beyersdorfer, 2016). The
brand has a classic design. Moreover, the innovation style of the product contributes to its
sustainability and longevity. These features have contributed to the success of Le Pliage.
Price – The pricing strategy of Le Pliage also contributes to the success of the product. The
pricing is average and affordable for all the customer groups. It targets the white collar and
the upper class people. Longchamp has targeted the product towards biggest market with low

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LONGCHAMP CASE ANALYSIS
barrier of consuming ability (Avery, Junker & Beyersdorfer, 2016). The average price of the
product is set to make is easily affordable to most of the consumer segments.
Place – The brand name Longchamp provides additional support to the of Le Pliage products.
The brand name plays an important role in its success. Of Le Pliage is distributed through the
flagship stores and world’s most fashionable shopping boulevard to increase the visibility of
the product. The product is made easily available to the consumer through fully owned
franchised stores, online websites, departmental stores and wholesale distribution. The
product is available to major countries through 1500 points of sales. Therefore, the effective
distribution strategy of the business organization contributes to the success of Le Pliage
(Avery, Junker & Beyersdorfer, 2016).
Promotion - Le Pliage launched its first advertising campaign with Kate Moss in 2006. This
had considerable impact on the sales. The promotional strategy of the business organization
stimulated its sales and created a halo effect on the brand. Le Pliage has special seasonal
colours as well as limited edition prints offered twice in a yea. This strategy provides
opportunity to the people to renew their relationship with Le Pliage.
Ways in which Le Pliage help and hurt Longchamp
Le Pliage model is highly successful since its launch. It can be said that Le Pliage is
an icon and brand success of Longchamp. Le Pliage is one of the most successful product
items of Longchamp. It has become a cultural icon through the world. This way Le Pliage
helps Longchamp to further grow and boost its reputation. The product is luxurious and
easily affordable by all segments of the customers. This way Le Pliage helps Longchamp.
However, it has been challenging for Longchamp to manage the low priced nylon handbag
since it has been trying to carry forward the brand to higher priced products and offer luxury