{"id":8695,"date":"2011-05-04T18:05:33","date_gmt":"2011-05-04T18:05:33","guid":{"rendered":""},"modified":"2011-05-04T18:05:31","modified_gmt":"2011-05-04T18:05:31","slug":"Teaching-an-Old-Bag-New-Tricks","status":"publish","type":"post","link":"https:\/\/asiancemagazine.com\/?p=8695","title":{"rendered":"Teaching an Old Bag New Tricks"},"content":{"rendered":"

For years, French brand Longchamp was best known for its foldable leather-lined vinyl bags in various sizes and colors. The company has sold more than 19 million of the functional Pilage bags since the line was introduced in 1993.<\/strong><\/p>\n

But last year, Longchamp took a more glamorous turn, with the launch of a handbag collection designed by Kate Moss. Longchamp splashed the British model\u2019s image across large billboards in the world\u2019s top retail centers, and the Gloucester bag she designed\u2014it costs US $990, about $800 more than a Pliage bag\u2014was the company\u2019s best-selling bag in 2010<\/p>\n

Mr. Cassegrain was in Hong Kong recently for the opening of Le Maison 8, a new Longchamp store on Queen\u2019s Road Central. He shared five examples of branding success stories:<\/strong><\/p>\n

stories.<\/p>\n

1. The Herm\u00e8s Birkin bag with Jane Birkin.<\/strong>
\n\u201cThe Birkin\u2019s a huge success and a very iconic bag. We think this is the best celebrity-brand collaboration \u2013 until we launched our Kate Moss for Longchamp collaboration that is.\u201d<\/p>\n

2. Ermenegildo Zegna in China.<\/strong>
\n\u201cWe can find inspiration in the great success of this family brand in China.\u201d [The brand devoted its 2011 fall\/winter collection to China and has more than 60 retail stores in the country. Sales there make up 25% of the company\u2019s total retail sales.]<\/strong><\/p>\n

3. Apple.<\/strong>
\n\u201cWhether it is its products, its stores or its website, Apple\u2019s concept is based on simplicity. Simplicity is one of our core values at Longchamp and it is the hardest thing to achieve. It is best embodied in our ultra-simple \u2018Le Pliage\u2019 bag \u2014 its refined simplicity makes it a hit, just like the iPhone.\u201d<\/p>\n

4. Shang Xia.<\/strong>
\n\u201cIt\u2019s a very daring and innovative experiment for Herm\u00e8s [to start a new brand in China.] We will be watching with great interest.\u201d<\/strong><\/p>\n

5. Abercrombie & Fitch.<\/strong>
\nThe brand shows \u201chow innovation can bring success in a saturated market. And [the company went] against conventional wisdom \u2013 with stores so dark that you can\u2019t see the products and so loud that you can\u2019t speak to the salespeople!\u201d<\/p>\n

Two out of five examples of branding success cases come from China and Longchamp just opened Le Maison 8, a new store on Queen\u2019s Road Central Hong Kong.<\/em><\/strong>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

For years, French brand Longchamp was best known for its foldable leather-lined vinyl bags in various sizes and colors. The<\/p>\n","protected":false},"author":1213,"featured_media":72448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[],"tags":[],"class_list":["post-8695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"magazineBlocksPostFeaturedMedia":{"thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg","medium":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","medium_large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","1536x1536":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","2048x2048":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-highlighted-post":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-featured-post-medium":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-featured-post-small":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x90.jpg","colormag-featured-image":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-default-news":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg","colormag-featured-image-large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-block-extra-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-small-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-medium-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg"},"magazineBlocksPostAuthor":{"name":"Joshua","avatar":"https:\/\/secure.gravatar.com\/avatar\/62ee23f8f40307578d1f284ecd823d77f32da8ea35541e7dbdafeb5da1a4e877?s=96&d=mm&r=g"},"magazineBlocksPostCommentsNumber":"1","magazineBlocksPostExcerpt":"For years, French brand Longchamp was best known for its foldable leather-lined vinyl bags in various sizes and colors. The","magazineBlocksPostCategories":[],"magazineBlocksPostViewCount":176,"magazineBlocksPostReadTime":2,"magazine_blocks_featured_image_url":{"full":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg",113,170,false],"medium":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg",113,170,false],"thumbnail":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg",113,150,true]},"magazine_blocks_author":{"display_name":"Joshua","author_link":"https:\/\/asiancemagazine.com\/?author=1213"},"magazine_blocks_comment":1,"magazine_blocks_author_image":"https:\/\/secure.gravatar.com\/avatar\/62ee23f8f40307578d1f284ecd823d77f32da8ea35541e7dbdafeb5da1a4e877?s=96&d=mm&r=g","magazine_blocks_category":"","_links":{"self":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/8695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/users\/1213"}],"replies":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=8695"}],"version-history":[{"count":0,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/8695\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/media\/72448"}],"wp:attachment":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}