If you're a lover of luxury brands, then you've probably heard of Goyard. The Paris-based brand has been around since 1792, creating artisanal hand-painted luggage for French aristocrats.
Over the years, Goyard has become synonymous with exclusivity and quality. But what sets this brand apart from the rest? And how are they handling the growing trend of social media? Here's everything you need to know about Goyard:
A Brief History of Goyard
Goyard was originally founded as Maison Martin, a luggage-maker for French aristocrats. They quickly gained fame for their hand-painted trunks and subtle interlocking chevron pattern. The brand's reputation grew as they became the official malletier to HRH Marie-Caroline, an Italian princess who married into French royalty.
From there, Goyard's clientele expanded to include kings, presidents, and celebrities—from the Romanovs to the Windsors, Lauren Bacall to Pablo Picasso, the Rockefellers to Marilyn Monroe. Designers were also fans of this ultra-quiet brand. Jeanne Lanvin, Cristobal Balenciaga, and Karl Lagerfeld were all lifelong devotees.
What Makes Goyard So Exclusive?
Goyard's entire brand hinges on exclusivity and quality. They have never advertised, used celebrity creative directors or campaigns, or done seasonal shows. They almost never give interviews, and they don't sell anything online. Goyard even has a per-year limit if you manage to nab something from one of their boutiques. They maintain a set of timeless, artisanal designs year after year, unlike other luxury brands that debut seasonal collections. Their entire brand story is built around exclusivity and quality.
Goyard's Inflection Point
In recent years, Goyard has faced a delicate balance of maintaining its exclusivity while also adapting to the changing times. Social media has made it harder to maintain the tight control over supply, distribution, and perception that Goyard requires to maintain its luxury status.
The brand is at an inflection point, but there are two ways they can regain control of their story:
- Double down on exclusivity: Lean into artisan craftsmanship, slow production, and scarcity. You can't always control your image, but you can control access.
- Limited drops: In 2002, Goyard expanded from 2 to 12 colorways to great success. Limited designs also dovetail nicely with their tradition of customization and bespoke luggage.
The worst thing they could do? Try to get ahead of the wave of influencer content by trotting out a big celeb campaign. Visibility plays are poison to recapturing the magical mystery that makes Goyard what it is.
The Future of Goyard
Despite the challenges, Goyard has been in the game for a long time, and they're notgoing anywhere anytime soon. The brand's reputation for quality and exclusivity is still strong. Goyard occupies a unique space in the luxury market, with the heritage and scarcity of Hermès but at a price point that some can justify as an heirloom splurge.
Goyard's bags may have become a mainstream status symbol, but the brand is still maintaining its tight control over supply, distribution, and perception. They continue to rely on the power of emotion to appeal to their customers and offer the thrill of joining a secret, elite club.
If you're a lover of luxury and exclusivity, then Goyard is a brand you should definitely check out. They may be fashion's best-kept secret, but once you get your hands on one of their hand-painted bags, you'll understand why they've been the go-to luggage brand for royalty, celebrities, and designers for over two centuries.
So, are you ready to join the exclusive club of Goyard owners? Head to one of their boutiques and see if you can nab one of their coveted bags. But be warned, you may have to wait in line and be ready to spend a pretty penny. But for those who can justify the splurge, it's well worth it to own a piece of Goyard's timeless luxury.
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