Why has le pliage been so successful? to what do you attribute its popularity and longevity? what is the role of the longchamp brand in its success?

Longchamp’s iconic merchandise, Le Pillage is a range of foldable, leather-trimmed nylon bags. The huge success is labelled as "eternal". Le Pillage’s achievement can be regarded as a perfect practice of marketing mix. Part of 4P model can be used to analyze this case.

Product

Le Pillage’s successful product positioning is "Quality". Intended as a functional bag, Le Pillage accepted one of the most practical and unusual materials, nylon which is durable, sturdy, light as well as cheap.

Price

Le Pillage’s price plan, that average price is €90, made this sequence of bags reasonable to most of the consumers.

Promotion

In 2006, Le Pliage sprang its first marketing campaign with Kate Moss. Even in this campaign, model didn’t carry Le Pliage, halo effect of Longchamp brand has enthused its trades.

Place

Longchamp brand as the strongest support plays the crucial role in Le Pliage’s successful distribution.