Month: March 2014

Five Minutes to Know Longchamp

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Longchamp is a classic French luxury brand that is famous for its simple design handbags. It is a 60-year-old brand that remains family-owned management. Longchamp describes itself on its intagram page as a world leader in leather goods that bring together craftsmanship, creativity & French elegance.

I quite like this brand, and have some of its products, because I think the products of this brand are not so conspicuous like the ones from Louis Vuitton or Gucci. And the price is more approachable. The design is not very trendy but surely will not be out of date in short period of time.

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Among all the products, the “Le Pliage” series are the most popular ones, and they are my favorite collections. “Le Pliage” means “folding” in French. This kind of bags can be folded after using, so that they won’t take up too much space. The foldable bags are made of canvas and leather trim. They are light in weight, simple in design, but very classic and popular.

The history of this leather goods luxury brand is quite interesting, because Longchamp’s founder, Jean Cassegrain, at the beginning owned a tabacco shop. Then he made some money by selling leather coverings for pipes and cigarette cases. He grasped the opportunity and opened a store to sell no tabacco but only leather goods. Then Longchamp was born.

      The price of Longchamp’s products is comparatively less expensive. For example, a Le Pliage bag will cost $100 to $200, based on the size of bags. Maybe that is because the bags are no

照片 14-3-6 15 53 19副本       In recent years, Longchamp has broadened its products lines to provide various kinds of leather goods for not only women, but men. They also offer small leather goods, shoes, accessories, scarves, umbrellas and some ready-to-wears. The brand now has more than 236 boutiques and a total of more than 1,800 stores in the world.t completely made of leather, but a mix of leather and canvas. This kind of pricing makes Longchamp a very unique choice for shoppers. They are not very expensive, but stylish and classic. Their lightweights can be a very good advantage for travel bags. So the target audiences of Longchamp are workingwomen, women who always travel, and a part of school girls.



Five minutes to know kate Spade

照片 14-3-4 23 08 05Kate Spade is a New York based company that targets to young women who are in their twenties and teens. The brand sells various fashion products: from handbags and clothing to jewelry, shoes, stationery, eyewear, baby, fragrance, tabletop, bedding and gifts. It has over 80 retail shops and outlet stores across the United States, and more than 100 shops internationally.

The price of Kate Spade’s products is often between $150 to $600 dollars. It is a comparatively middle pricing level in luxury fashion industry. Take its handbags as an example. There are 135 kinds bags available in their store. The cheapest is $98 and the most expensive one is $598. In Louis Vuitton, there’s nearly no handbags that is under $1000. However, in other middle luxury brands, the pricing are similar, like in Michael Kors, its main competitor.

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The design of Kate Spade is very uncomplicated and colorful. Actually, I think among all the luxury brands, Kate Spade offers the most colorful products and promotes the most colorful lifestyle. They seldom use dark blue or brown for their shoes and bag, instead, they frequently launch dress and handbags in light green, pink and other bright colors. All of those show dynamic, brightness and sense of youth. They says this on their website: “crisp color, graphic prints and playful sophistication are hallmarks of kate spade new york.” In their social media accounts, they even hash tag “live colorfully” and “dress colorfully” to tell the world: Kate Spade is a colorful world! Come and shop for some bright color!

Kate Spade was founded by Ms. Kate Spade back in 1993. At that time, the brand sold only handbags. With time went on, the brand was known by more and more people, it extended to other categories in fashion industry. They began to offer address books, shoes, beauty products, perfume, raincoats, pajamas, and eyewear. In 2004, “Kate Spade at home” was launched as a home collection brand. It features bedding, bath items, china, wallpaper and various items for the home.

照片 14-2-9 20 28 00Kate Spade was sold to Neiman Marcus, a large luxury brands retailer, in 1999. In 2006 Fifth & Pacific Inc bought the company, but in 2007, the founders rebought the brand back and decide to run it in a new way. Now Kate Spade’s sales is in a very good condition. Sales growth has risen dramatically from $91 million in 2008 to $462 million in 2013, a 410% increase. It even has a corresponding brand, which sells men’s fashion products: Jack Spade.


Kate Spade, (2014) Retrieved March 5, 2014 from

Company Profile, (2014) Retrieved March 5, 2014 from,en_US,pg.html