Goyard is now the top Parisian brand leaving many high-fashion brands in the dust.
The symbol of status for women can be shown through their choice in handbag, with the traditional choices being Louis Vuitton and Hermès. Now more are choosing Goyard as the true status symbol.
Goyard has a 200-year lineage as a luxury fashion house, with their bags surging in popularity for their hand-painted prints. The fashion house has increased in popularity and doesn’t use advertising campaigns.
A House of Goyard representative reflects their views on advertising saying, “We believe that whispering softly in someone’s ears is not only more elegant, but also more efficient than screaming at the top of one’s lungs.” The belief is that mystery demands desires, as Goyard doesn’t reveal their creation process.
They find ways of advertising through word of mouth and many celebrities wear their products creating an demand through exclusivity. Goyard also uses the exclusivity of their brand as a marketing strategy, drawing customers that count.
Celebrities including Meghan Markle, Gwyneth Paltrow, and Diane Kruger – showing the exclusivity of the brand. The brand is so popular they receive business from famous French designer, Karl Lagerfeld.
They offer a variety of handbags and leather goods, also creating some custom creations. Goyard is so exclusive that if they are requested a custom piece that goes against their brand’s inspiration and they don’t reveal any custom creations.
There were requests to create customs trunks for big flat-screen TVs, Goyard refused because their brand is about traveling and escapism. They found that creating a travel trunk for a TV screen is counter-intuitive to their source of inspiration.
Goyard’s range of luxary goods start at $300, with their most expensive items being their 19th-century-style trunk costing over $59,000. Check out the video above to learn more about Goyard.
