Angela Qin's Blog

Even long time traditional brands have started to embrace technology. Longchamp, a French leather goods company founded in 1948 is using videos and bloggers for their upcoming international campaign. See the following article for more information.

Longchamp is most well known for the “Le Pliage” line and many of these bags can be seen across the UBC campus. Do you recognize the bag below?

Now, they are employing international bloggers to help launch their new line. The bloggers are from France, China, and US. This represents diversity but also these countries are strategically chosen since a large market of their consumers live in these countries. Having bloggers from different countries can give more localized and relevant updates to the blog readers. The market segment of Longchamp includes affluent and fashion conscious young adults. This age group spends alot of time on the internet. So employing fashion bloggers is again a great choice for the Longchamp marketing managers. As a blog reader myself, I tend to believe the opinion of the writers than the actual brand’s advertisements.

Longchamp is also practicing Consumer Relationship Management by offering a key chain for any purchase of a bag from the new collection for selected clients. This way, they are trying to keep a positive relationship with their most loyal customers.

By implementing social media and CRM, Longchamp is hoping to see success with this future collection.