Jean Cassegrain’s management has seen him reshape his family-owned Longchamp brand, LUXUO finds out what’s next for the fashion company.Jean Cassegrain is the man behind today’s growth and expansion at French label, Longchamp.
How strategic is the opening of this superb Longchamp boutique at TRX Mall in Kuala Lumpur, Malaysia? Yes, indeed, I have been heavily involved. In a store, every detail counts and every detail can be a source of emotion, whether it’s a positive emotion or sometimes a negative emotion as well. It’s really a 360-degree approach, particularly as digital grows and becomes more efficient, stores will have to bring something else to the table other than efficiency, because digital is always going to be more efficient.
Indeed, on 6 February, we announced that singer and actress Kim Se-jeong had been selected as our Asia region ambassador. The impact has been almost immediate and overwhelming! We could not have dreamed better than Kim Se-jeong as ambassador as she embodies the core values of Longchamp. The huge crowd of fans welcoming her and cheering wherever she goes is amazing. Longchamp has never been so appealing in this part of the world, and partly thanks to a new and vibrant ambassador.
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