Longchamp, one of France's leading handbag makers, is increasing its presence in China and the United States to boost its sales, its CEO said, betting on celebrity tie-ins and its online platforms to revive growth.
The Holy Grail of accessories businesses these past two decades has been to build them into fully-fledged lifestyle brands. It's the goal of Jean Cassegrain, CEO of Longchamp and grandson of its founder, as we discover.
Longchamp, the famous French leather goods and bag brand that recently brought Kendall Jenner on as its brand ambassador, will stage its first formal runway show during a major catwalk season in New York this fall.
French luxury group LVMH is trying to push out smaller rivals from plush Place Vendome in Paris after buying one of its highest-profile buildings, illustrating the intensifying battle for Europe's prime retail locations.