Goyard, hidden in the middle of the fashion industry
Let's explore with L'OFFICIEL why Goyard is so popular and the reason for the brand's silent appeal.
Goyard's tote bag is the company's best-selling product thanks to its durable materials and sophisticated patterns. Even though it is trusted by many followers, Goyard remains loyal to its "silent" communication style: the brand will never look for celebrities to represent or advertise, which makes buyers even more curious about the brand.
History of Goyard
Goyard is one of the legendary luggage brands in Paris, along with Louis Vuitton, Moynat and Au Départ. In 1792, Pierre-Francois Martin opened a handbag store in Paris called "House of Martin". After Martin passed away, without any heirs, the store was transferred to his adopted daughter and son-in-law, Louis-Henri Morel. In 1852, when Morel suddenly passed away, François Goyard, an apprentice, took over and officially changed the brand name to Goyard.
Celebrity effect
Although today Goyard is a famous luggage brand, in the past the brand mainly produced wooden boxes and wooden household items. By the end of the 19th century, when the first industrial revolution broke out, the tourism industry began to develop, Goyard's craftsmanship in producing hard suitcases began to be spread by word of mouth, and later became the main supplier for the British Royal Family and the Russian Royal Family.
The Goyard brand has become famous in the Asian market thanks to the support of singer Vuong Phi. Before Goyard was known to many Asians, Vuong Phi continuously appeared with this brand's items, making Goyard a popular luxury name in the region.
In addition, Kanye West is also a "crazy fan" of Goyard. The male rapper once ordered a Goyard "Robot Face" tote bag for 55,000 USD. He even ordered a Saint Louis tote bag for his 5-year-old daughter, showing his deep love for the brand.
Iconic Y monogram pattern
Goyard's classic Y monogram pattern has existed for 131 years, since 1892. The pattern with the letters Y is clearly identifiable but still retains a subtle, not too fussy look, making it becoming the preferred choice of noble families from the last century to the present.
Not only are these iconic Y images meticulously hand-drawn, but they also have a historical story behind them. Edmond Goyard, who was then running the company, found inspiration in his family's history, in the image of the letter Y representing the wood industry in which Goyard started, and also containing the initials of the family name. Goyard is in the middle.
Reasons why Goyard is loved
- No marketing
In today's Internet-dominated age, Goyard still doesn't seek endorsements from celebrities. The brand has almost no aggressive marketing activities. Every resource is used to improve quality and spread the good reputation of the product from generation to generation.
- Pursue sophistication and quality
Goyard does not open an online store, their products can only be purchased at very limited physical stores - only 35 stores globally. Customers who want to buy Goyard products often have to order in advance and wait 1 to 2 months. The brand targets an "elite customer group", wanting to become a luxury brand with outstanding quality, meticulously produced by hand rather than on a production line, to avoid becoming mass market.
- Convenient and practical design
Goyard products often have large sizes, even crossbody bags and small tote bags. Many mothers use them as bags to store baby items such as diapers, snacks, and toys. At the same time, goyardine (canvas) material is very durable, water and abrasion resistant, better than regular leather, so it is very popular in offices when needing to carry a laptop.
Featured products
Many famous people when travelling abroad often choose suitcases from the Goyard brand. These suitcases are made from waterproof canvas, have leather covering on the outside edges, and are equipped with 360-degree rotating wheels, creating convenience when moving and transporting luggage.
Tote bags are Goyard's representative product, with the two most popular colours: classic black and caramel brown. In addition, this brand also offers many other options such as brick red, lemon yellow and navy blue. In terms of size, large and medium bags are suitable for work, while mini sizes are very suitable for travel.
