Goyard

After a first collaboration of Japanese inspiration, which turns out to be a real success, ELLE has launched its new concept, ephemeral store "a city, an exclusive collaboration. "

With this idea, ELLE put a foot in the high sphere in luxury brand, leather goods, and this by winning partnerships and collaborations directly with famous and renowned designers. But not only, ELLE also favors smaller creators who have a history and know-how.

That's why, for her second collection, ELLE wanted to mark even more, developing a new range of product designed Goyard home.

As a reminder, Founded in 1792, Goyard is the oldest of the Parisian malletiers whose house still holds sign.

Some words from one of ELLE's leaders:

"The type of market we are targeting is a women's market at the moment, which deals with bags, small leather goods, and other accessories, so fashion.

It is a growing market and our distribution concept is in development or even new.

The consumers we are targeting are of any age of female category, it is very transgenerational.

Their needs are very variable, it changes more and more and more quickly. To create the desire of consumers, it is necessary at first to create his desire. They are looking for original products, a mix, a selection. And that's where our concept is right since having exclusive distribution, with a single point of sale by collaboration, creates a certain frustration among our customers, which translates into a strong desire.

We must be very rigorous about the selection, the choice of suppliers and collaborations, to be consistent with the desire of potential customers and best meet their expectations.

There is a strong loyal clientele in the big cities.

It is very important because they are better off and better educated in this area, so we chose to be present. "