MKTG3625 Chapter Notes - Chapter Case5: Market Saturation
Document Summary
Why has le pliage been so successful: diversity of customers, the lower price point of the bag made it appealing to those who were more aspirational as consumers that could only afford one or two luxury items. The durability and quality made it an excellent item for luxury buyers that wanted something more casual, but still well respected for more typical use. Support of longchamp brand: the longchamp brand support gave le pliage factory resources, a store base, and a high-quality brand name that helped the cheaper simpler product appeal to high-end luxury consumers as well as aspiring consumers. What are the main reasons for its popularity and longevity: handcrafted detailing, the high quality of the product even though it looks simple is evident. Cassegrain explained, each bag requiring 250 separate processes and the importance of this is that it helps maintain the brand"s luxury status because.
