Longchamp’s iconic merchandise, Le Pillage is a range of
foldable, leather-trimmed nylon bags. The huge success is labelled as
“eternal”. Le Pillage’s achievement can be regarded as a perfect practice of
marketing mix. Part of 4P model can be used to analyze this case.
Product
Le Pillage’s successful product positioning is “Quality”. Intended
as a functional bag, Le Pillage accepted one of the most practical and unusual
materials, nylon which is durable, sturdy, light as well as cheap.
Price
Le Pillage’s price plan, that average price is €90, made
this sequence of bags reasonable to most of the consumers.
Promotion
In 2006, Le Pliage sprang its first marketing campaign with
Kate Moss. Even in this campaign, model didn’t carry Le Pliage, halo effect of
Longchamp brand has enthused its trades.
Place
Longchamp brand as the strongest support plays the crucial
role in Le Pliage’s successful distribution.
