GOYARD - French Trunk & Bag Maker
In today's retail landscape where
competing brands like Gucci and Chanel are focusing on opening dozens of
impressive flagship stores around the world to expand their reach and global
footprint and promoting collaborations to expand their Business. Goyard-a French
trunk and bag-maker has maintained a mysterious and impressive reputation based
on quality and prestige .
While
other brands provide more as seasonal flourishes or hire new creative directors
to bring in some modernity and variety to the designs, Goyard keeps being
Goyard since 1853. They keep their heads down and keep doing what they do.The
brand firmly believes in values such as “exclusivity and discretion". They
do absolutely zero advertising and have very few stockists, sold only at
Barneys and Bergdorf Goodman in New York and two stores in California. The
company policies refrain any Goyard employee from talking to any media person
or reveal any inside information. So, you can see its not easy to have a peek
through the windows of Goyard and also back in 2010, when the brand came out
with an art book which Suzy Menkes dubbed "a
luxury bible," only
233 copies were distributed; a copy of the book is available for viewing by
appointment at its Paris shop. Now that’s how you maintain the secrecy. Isn’t
it? And secrecy is a part of the appeal!
Though certain e-commerce sites claim
to sold Goyard products, but a disclaimer has been issued by Goyard against
such sites. Some sellers can be seen
selling Goyard replica products on their Website. The company also provides
custom services to its customers where apprenticed artists trained in France
hand-paint initials or images onto bags. Obviously they are going to
charge you for it. The limited availability of Goyard has kept the passion
towards the brand alive, the problem with Louis Vuitton or Gucci is they roll
out several designs every year through hundreds of store which they own around
the world. So for the people who prefer exclusivity appeal is lost if everyone
is carrying the Louis Vuitton or a Gucci. This is where the Goyard succeeded ,
it held on to its traditional
craft-oriented roots that truly has a limited supply and thus it creates a
mystery around it and there is always an allure to a bit of mystery!!
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