Longchamp Harvard Case Solution & Analysis

Longchamp Case Solution

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: June 15, 2016

Longchamp's Le Pliage is among the style world's highly effective items, a cultural symbol around the world. Handling the low priced, nylon purse is challenging as Longchamp attempts to move its brand name upmarket into greater costlied, high-end leather products. What does it cost? should Longchamp concentrate on Le Pliage vs. its leather bags? How should the subbrand be dispersed, merchandised, priced, and promoted? How does Le Pliage both add to and interfere with Longchamp's brand name equity?

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