Longchamp CEO Jean Cassegrain on Accessible Luxury and the Brand's Generational Appeal

Jean Cassegrain, chief executive of Longchamp, attributes the family-owned brand's continued growth to a strategy that avoids overtly courting younger consumers. Rather than attempting to appeal directly to younger demographics, Cassegrain lets accessible luxury pricing, a touch of humor, and clear value-for-money drive the label's success. This approach has helped the family brand expand its reach to a whole new generation of shoppers. Cassegrain's stated view is that trying too hard with young audiences does not land, making restraint central to the company's positioning. The strategy pairs affordability with wit, distinguishing Longchamp's messaging from brands that pursue youth appeal more aggressively. Vogue reported on the company's approach and its longevity.