LongChamp originated in Paris as a tobacco company founded by Jean Cassegrain in the late 19th century. It began producing leather goods such as wallets and lighters in the 1960s and by 1970 was known internationally for its accessories. Its most famous product, the le Pliage bag, became popular in the 1990s. Longchamp emphasizes quality craftsmanship from operating its own factories and maintains family ownership since its founding. A recent marketing campaign titled "More than Just a Bag" promotes the brand's bags as simple, fashionable, versatile, colorful and sophisticated for women ages 16-29 primarily through social media platforms like YouTube, Facebook, Instagram and Twitter with an estimated budget between $259,640
2. History behind LongChamp
Originated in Paris
LongChamp began as a tobacco company, founded by
Jean Cassegrain.
Started creating leather goods such as wallets, passport
covers and lighters.
By 1960, Longchamp products were sold to more than
100 countries and known for its accessories by 1970s.
It’s most famous product, le pliage
3. Brand Quality
Leather: something that we’re passionate
about. Even though the company has
changed a lot over the years, leisure has
remained a focal point.
Quality/craftsmanship: We operate our own
factories, which is obviously very important to
us in maintaining both of those things.
Family: we’ve always been a family business.
4. CAMPAIGN:
“ MORE THAN JUST A BAG”
The Big Idea
Simple
Fashionable
Versatile
Colorful
Sophisticated
