Brand Mantra
Function : Bag
Description :
Luxury but affordable
Emotion : Little
big bag
Positioning
Longchamp is
positioning itself as a luxury brand for leather goods. However, it also
extended the brand by proving Le Pliage collection, which provide the Longchamp
bags in affordable price. This smart move of Loghcamp made the brand become
famous all around the globe and also increase brand awareness. The reason that
make Longchamp becomes so successful is the fact that Longchamp provided luxury
goods for affordable price. So, it increase brand awareness among middle class
which may not be able to attain luxury bag in normal price such as Louis
Vuitton, Dior, Chanel, etc. to go for Longchamp instead. Moreover, people also
prefer buying real Longchamp instead of fake Louis Vuitton because at least
they know that they have the authentic bag and they feel better about
themselves. Besides Le Pliage collection, Longchamp also have other collection
that more upscale and more expensive.
Target Market for Le Pliage Collection
-
Women
-
Age
20-25
-
University
students or fist jobbers
-
Middle
class and above
-
Lifestyle:
youthful, fun, luxury, independent, search for self affiliation
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