LONGCHAMP TRAINING SS 2005
CONTENT
LONGCHAMP : FROM FOUNDING TILL TODAY
Short History / The Manufacturing / Longchamp around the World
LONGCHAMP’S COLLECTIONS
Longchamp Creativity / The Structure of the Collections
The Variety of Materials / The Various Product Categories
LONGCHAMP : THE FALL WINTER 2004 COLLECTION
Leathers review / Canvas & Leathers
LONGCHAMP : THE FALL WINTER 2004 COMMUNICATION
Advertising / Catalogues
FREQUENTLY ASKED QUESTIONS
LONGCHAMP : FROM FOUNDING TILL TODAY
The minimum the salestaff has to know about the brand history:
Since their founding in 1948, Longchamp remain the property of the
Cassegrain family, highly involved in all areas : management,
boutiques, design.
First specialised in the leather covering of pipes, Longchamp have
progressively widened their offer of leathergoods : smokers’
accessories, then small leathergoods and luggage. The first ladies’
handbags were designed at the end of the 1970s only.
Today, Longchamp have diversified and the collections also show
briefcases, belts, gloves, scarves, ties, key rings, umbrellas and jewels.
LONGCHAMP : FROM FOUNDING TILL TODAY
The minimum the salestaff has to know about the
manufacturing of Longchamp Products :
As Longchamp have continually put a premium on quality, the brand
has always had its own manufacturing units. The main factory, the
surface of which reaches 20,000 sqm, is located near Angers, 400 km
South-West of Paris.
Other units have been built since then to meet a growing demand, in
France but also abroad : China, Morocco, Tunisia and Hungary. The
rolling suitcases as well as some small leathergoods are notably
manufactured in China. It is important to notice that all materials,
accessories… remain the same, only the assembling is relocated.
Today, 60% of the products are manufactured in our own factories,
20% by French subcontractors and the remaining 20% by foreign
subcontractors.
The origin is mentioned on a tag inside the product.
LONGCHAMP : FROM FOUNDING TILL TODAY
The minimum the salestaff has to know about Longchamp
around the world :
Longchamp products are sold on all continents, in 100 countries
through 1,600 retail outlets.
The turnover is split as follows (2004) :
50% in France
50% abroad : 25% Europe, 12% Pacific Asia, 12% Americas, 1%
Middle East/Africa.
The brand is sold through all distribution channels :
80 Longchamp boutiques
Multibrand stores
Department stores
Duty Free (airports, downtown duty free shops, airlines)
B2B
LONGCHAMP’S COLLECTIONS
Longchamp Creativity
Every season, around 50 models are created, to which we have to add
the new materials and colours.
Our designers put a lot of care into offering light and supple handbags.
Moreover, the fittings of the bags are always a priority : most of our
handbags comprise a zip pocket and several inside pockets (mobile
phone, diary, pencil).
Our collections are built around a key world (“Artitude” this SS05
season) and then organised in various themes according to the trends
of the season. Longchamp place therefore a premium on the
coordination of the lines and their future merchandising in the stores.
LONGCHAMP’S COLLECTIONS
The Structure of Collections
Longchamp collections are divided into two big categories :
 The classic products : permanent styles which Longchamp
manufacture throughout the year and thus which can be reordered ;
 The new products : references created according to the fashion
trends. It can be entirely new lines, or new models or colours in
existing ranges. Some new styles shall become classic the next season
and can therefore be reordered, in opposition to the fashion products
which exist for the current season only.
Inside every line, all models are available in several colours.
LONGCHAMP’S COLLECTIONS
The Variety of Materials
Every season, Longchamp use a wide variety of materials : leathers,
nylon, cotton, canvas…
It is important to be aware of the different leather qualities, these are
an argument to justify the price of a product :
• Full hide leather : the outer side of the animal hide, the finest
quality leather
• Rectified full hide leather : the full hide leather is pumiced to give
a particular look
• Split leather : the skin of a hide is separated into several layers,
either to bring more suppleness or to reduce its thickness. The split
leather is the internal side of the hide, less fine but also less fragile
than the full hide. The leather is pumiced then coated with a protective
plastic film. Longchamp started to use split leather in 1994 with the
launching of the Roseau line.
LONGCHAMP’S COLLECTIONS
The Various Product Categories
Longchamp offer all categories of leathergoods : handbags,
luggage/business, small leathergoods but also accessories (scarves,
ties, belts, gloves, key rings, umbrellas and jewels), the sales of which
break down as follows :
Handbags 50%
Luggage/Business 20%
Small leathergoods 20%
Accessories 10%
It is important to make constant effort to push the sales of the small
leathergoods as well as luggage not to be dependent on a single
product category.
LONGCHAMP : THE SS2005 COLLECTION
LEATHERS / CLASSIC LINES
Full Hide Leathers
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Veau Foulonné
The Veau Foulonné (Drummed Calfskin) range is a great
classic with Longchamp: it brings together the sensuality of
small-grained supple leather with different, continually
renewed styles. Drummed means that the hides have been
tumbled together for hours in a huge wooden drum, with a
rotating action. The process makes full hide leather supple and
soft to the touch, and brings out its fine natural grain.
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A product that symbolises Longchamp quality. Emphasis should be on
the new Drummed Calf handbag models to underline the modern
appeal of the range.
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The range offers a broad choice of handbags, small leathergoods,
men’s and women’s belts, briefcases and luggage.
LONGCHAMP : THE SS2005 COLLECTION
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New Colours
New bright and light colours give a truly modern spin to the range.
LONGCHAMP : THE SS2005 COLLECTION
New Styles :
The VF bicolor range
of Ladie’s bags
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LONGCHAMP : THE SS2005 COLLECTION
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Drummed Calf LUGGAGE is virtually exclusive to Longchamp,
offering products that are lighter, softer and more affordable
than competing articles. We are also one of the rare brands
to offer leather luggage in a wide palette of colours.
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Care :
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This leather is already waterproofed and requires no special
protection.
Simply wipe off any rain. For everyday care, use cleansing milk, degreaser or Longchamp toning cream on areas of wear. Use the
stain-removal stick to remove any ink stains (ref. 7126 DIV 099).
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LONGCHAMP : THE SS2005 COLLECTION
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SPIDER
Crafted in a full hide leather, very flexible and light, this line plays
on new forms. The interlacing of leathers and rings allows the
shoulder strap to mould itself on the shoulder. The range owes its
name to this cobweb effect. The large knots make it possible to
adjust the length of shoulder strap.
This range, which price positioning is a little under the Cuir Couture line, is
aimed at the modern urban woman, looking for fashion products and
novelties.
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CUIR COUTURE
This is the most expensive line in the Longchamp range. Crafted in
a superb, premium quality calfskin, the line is unforgettably soft to
the touch. Styles and finishing are designed to underscore its fine
quality.
The top of the Longchamp range, but also worthy of comparison with the
best that the leading luxury brands can produce. Whatever the season,
this range is aimed at the woman looking for something outstanding, and
who knows how to appreciate the nobility of fine leather.
LONGCHAMP : THE SS2005 COLLECTION
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ROSEAU
Roseau matt or Roseau satin finish, lightly grained or smooth, this
range is the Longchamp best-seller: its sign of recognition is the
bamboo jewel clasp.
This line is the brand's biggest seller on a number of markets. It offers
excellent style and value for money. Its success is no reason, however, for
being content simply to promote this line; efforts should be made to bring
forward other lines destined to take its place in the future and thus ensure
continued future success for the brand.
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NATURE
The Nature range by Longchamp has been produced in a
beautifully smooth split cowhide, lightly veined; the very pure
“basket” designs are characteristic of this line.
Highly marketable, this line has been extended into new shapes and
colors. In addition to the baskets, it also now features flap-over or zipfastening models. This line is aimed at consumers looking for a
reasonably-priced bag in a restrained style without metal buckles and
fasteners. It is an excellent proposition for those who have already
purchased Roseau and who continue to prefer discreet elegance.
LONGCHAMP : THE SS2005 COLLECTION
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PLANETES
The Planètes range started out as a development of the Pliages,
but with toning leather trim and thicker proofed fabric. The
models, which are non-folding, then evolved towards greater
sophistication of both styles and features. There are now a total of
17 models, of which less than half are also available in Pliages
form.
Positioned at prices 10 to 20% higher than the Pliages, these bags are
aimed at consumers looking for the restrained modernity of a toning bag
and the Longchamp Pliages style but without the primary folding function,
all at an affordable price. This is more of a main bag rather than an
occasional bag, hence some rather more sophisticated models. This range
is enjoying strong growth, but care should be taken to ensure that it does
not cannibalise sales of leather bags.
LONGCHAMP : THE SS2005 COLLECTION
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LE PLIAGE
A worldwide success story. Longchamp Pliages bags have now
become the daily companion of thousands of women and men. It's
so handy the way they fold up neatly. 17 models come in 12 colors
and these are continually renewed.
Launched at the end of 1993, the Pliages have become the emblem of the
brand. Their affordable prices have opened up access to the brand for
everyone: as a first handbag or piece of luggage, they also serve as an
occasional bag for everyday use or for carrying home holiday souvenirs.
This product is easy to sell and offers fast turnover growth, but it is
important not to replace sales of leather goods with sales of Pliages. Avoid
taking the easy option and push the leather ranges harder, since these
make a bigger contribution to margins and to the company's image.
LONGCHAMP : THE SS2005 COLLECTION
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CAMARGUE
Bags and luggage in the Camargue range are made in a warm and
supple nubuck, so very velvety to the touch. Nubuck is set aside by
Longchamp for its chic sporty or travel ware.
The range concentrates on luggage and bags that are easy to live with and
relatively timeless. Totally contemporary, yet aloof from the vagaries of
fashion. More informal that the Drummed Calf range, and an excellent
alternative choice. Positioned at a slightly lower price.
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MADISON
This range of luggage is reputed for the strength of its 1600 denier
armored canvas trimmed with cowhide leather; more than 25
models are available serving all types of travel.
A complete range, well positioned as to price, with all the discreet elegance
and quality associated with Longchamp.
LONGCHAMP : THE SS2005 COLLECTION
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BOXFORD
The Longchamp chic has marked the world of luggage with this
exclusive line in canvas and leather, elegantly signaling style in
seasoned travelers.
A range that lacks for nothing, a style readily identifiable as Longchamp,
for all those looking for luggage with a difference.
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ATHOS
A truly contemporary business line in smooth leather and canvas.
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PUZZLE LONGCHAMP
Modernity and elegance for this line of luggage with its canvas logo and
tone on tone leather trimmings.
LONGCHAMP : THE SS2005 COLLECTION
CLASSIC LINES
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GALATEE
A sporty / chic line in split cowhide leather – a very natural look – and
branded with a metallic accessory in brass reminiscent of a naval button
and engraved by Longchamp.
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LONGCHAMP 4x4
Timeless and modern, this line is in very supple full hide cowhide leather
with a very sporty look thanks to the irregular natural grain. Its ecru
overstitching, its jean-style rivets and its energetic orange colored lining
simply add expression to its character.
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MINI DERBY
A dynamic line in coated canvas with ever-changing metallic-type
reflections and trimmed with cowhide leather, great for everyday in an
active life.
LONGCHAMP : THE SS2005 COLLECTION
FASHION LINES
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Thomas Heatherwick
The zipper fastener is what sparked inspiration for Thomas Heatherwick’s
Zip bag for Longchamp. Both practical and long awaited, the Zip bag is a
culmination of Longchamp’s finely tuned know-how and Thomas
Heatherwick’s creative genius.
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Tracey Emin
The Tracey Emin 4 Longchamp collection stands out with the patchwork of
messages thought up by British artist Tracey Emin, on Longchamp's
request to celebrate the 10th anniversary of the Pliage range.
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CHIC TONIC
A printed line exclusive to Longchamp and highly contrasted graphically,
mixing striped and oval designs. A Chic look with its energizing colors and
playfully coordinated polka dot lining.
LONGCHAMP : THE SS2005 COLLECTION
FASHION LINES
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CRISTAL LOGO
A line of transparent bags with the crossed ribbon Longchamp logo printed in
extra bright colors. Perfect downtown and on the beach!
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ILE AUX TRESORS
A super trendy line using the Longchamp "Ile aux trésors" scarf design. Each
model is unique according to the cut of the fabric. Truly in line with the printed
scarf trend.
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KOLONAKI
A modern line tinged with a vintage look and tipped with silver metal
accessories. The jacquard lining offers a flight of butterflies on opening the bag.
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MILLEFIORI
A true explosion of joy and vitality comes with this line playing on transparency
and bright colors. Authentic Murano glass sulphides adorn this bag as jewels.
LONGCHAMP : THE SS2005 COLLECTION
FASHION LINES
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ROMANTIQUE
Made in natural and supple calfhide leather, this line is ultra feminine and
elegant. A very refined line of bags, rounded in shape with a bow-tied scarf
as a sign of recognition.
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SCENARIO
An easy-to-wear line that is right there in the current romantic wave with
its cowhide leather lace effect.
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SPIDER NIGHT
A dressier version than the Spider line alone with its precious satin.
LONGCHAMP : THE SS2005 COLLECTION
FASHION LINES
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TARPOLINO
Made in a tarpaulin marine-type canvas, this line is both sporty and mixed
with town wear and holiday models. A bright range of colors with a stylized
Longchamp signature.
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VERSO
A line of reversible bags that can be worn either dark side out with the
sparkly pocket showing or bright side out with the contrasted trimming
showing.
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PATCHY
A line in varnished leather with graphically displayed vertical stripes
softened with gentle colors. A dressy line reminiscent of the 1950's.
LONGCHAMP : THE COMMUNICATION
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Objectives
Insist on the fashion image of Longchamp
Recruit new customers to avoid the ageing of the brand
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The FW04 campaign
• A famous photographer, Rankin, photographer of stars
• A very well known model in the circles of the fashion: Jessica Miller
• A glamorous atmosphere: the 50s / 60s
• A Longchamp signature more asserted and more modern
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The SS05 campaign
• A young very famous fashion British photographer, Miles Aldridge, famous in the
fashion area (working for the best around the world : Vogue,The Face, V magazine,
Numéro, NY Time magazine, etc …)
• A model very well known in the area of fashion : Lily Cole, a very recognizable
face, a strong personality
• A glamorous and sophisticated atmosphere
• A Longchamp signature asserted and modern
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The Tracey Emin campaign
• The suitcase is presented under its two faces, with a background made of drawings
of the artist.
• Always a strong Longchamp signature.
• This campaign is intended for the most fashion magazines.
LONGCHAMP : THE FW 2004 COMMUNICATION
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The products
• The Tracey Emin suitcase 1412
• The Patchy zipbag 2288
• The Fleur de Tweed zipbag 2290
LONGCHAMP : THE SS 2005 COMMUNICATION
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The products
• The Ile aux Trésors zipbag 2374
• The Spider Night hobobag 2318
• The Thomas Heatherwick handbag 2680
LONGCHAMP : THE SS 2005 COMMUNICATION

CATALOGUES SPRING SUMMER
2005
A very luxurious format
Full size quality product pictures
Strong presence of the ad campaign
FREQUENTLY ASKED QUESTIONS

Why is the price of a small leathergood sometimes close to the
price of a bag ?
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It is a good thing to explain that, in the price of a small leathergood,
the labour cost represents 75% on average against 25% for the
material cost, as opposed to the bags. Please do not hesitate to take
the example of clothes for children that are not really cheaper than
the ones for adults.

Is this suitcase cabin size ?

The maximum dimensions given by IATA for cabin size luggage are
55x40x20 cm (115 cm total). However, we recommend you not
commit yourself too much, as some companies apply their own rules
and there is also a weight limit.
FREQUENTLY ASKED QUESTIONS

How advising a piece of luggage ?

It is important to target the needs of customers : please ask them
how they plan to use their luggage as well as the frequency of their
trips. For example, if a customer would like a small rolling suitcase for
weekly trips, you’d better advice him/her a Boxford item rather than
the Pliages trolley which is more fragile.
The duration of the journey is also an important point. Please consider
the following reference : one week trip for one person = rolling travel
bag #1435 (medium size : 68x37x30 cm – 68 litres) or rolling
suitcase #1430 Boxford (size 46x72x26 cm – 64 litres) / #1442
Madison (48x65x27 cm – 67 litres), with, if necessary, a bag or travel
case able to fit on a trolley. It is then easy to adjust according to this
reference.
Please also not that the litre capacity, mentioned in the price list of
the luggage catalogue, is a relevant indication to compare the size of
two articles.
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FREQUENTLY ASKED QUESTIONS

Do Longchamp products have a warranty ?

Longchamp products are designed and manufactured with the
greatest care. As such, they are guaranteed against all production
faults. Yet, should such a fault occur, Longchamp commit themselves
to repair your purchase or to replace it with an equivalent model if
yours cannot be repaired (a credit note can also be issued, partial or
total according to the age of the product).
The Longchamp warranty does not, of course, cover everyday wear
nor does it cover accidental damage, or damage resulting from the
application of a solvent or by the abnormal use of a product. Damage
caused during air transport should be reported immediately to the
relevant airline company that will take the responsibility for the
damage.
Defective or used products should be sent back to our Longchamp
Customer Relations Service, even if not bought in your store.
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