Product development
x LONGCHAMP
Longchamp has been founded in 1948 by Jean Cassegrain. The brand proposes leathergoods, accessories but also ready-to-wear and shoes.
The goal of this project, was to present a new range of products for Longchamp that doesn’t exist yet to increase the turnover. Therefore, we thought about launching a watches line.
STRATEGIC VIEW
Statement of the watch market and its competitors.
Design of 4 different watches models for men as for women to offer a wide range of products with models that are more accessible than others.
Design of the packaging.
Establishment of the marketing mix : Product, Price, Place, Promotion. Making of a parallel with competitors.
To increase the cross merchandising, we thought about proposing a leatherbox that can hold up to 6 watches.
OPERATIONAL VIEW
How the product category will be set up in terms of distribution:
Which shops? in department stores? why? what about the St Honoré flagship?
Special merchandising set up for the watch line at the St Honoré Flagship. It will be used as a guideline for the merchandising in other points of sales also selling the watches.
