In today’s world where some of the biggest luxury brands are forced to rely on social media marketing and digital sales, a brand that has managed to become a major luxury fashion player with zero advertising, no e-commerce, and very few stockists, is Goyard— a French trunk and leather goods maker.
The fashion house takes pride in its list of affluent devotees of the 19th and 20th century, right from Pablo Picasso to the Duke and Duchess of Windsor. Goyard was established by Pierre-François Martin just one year ahead of widely known brand Louis Vuitton, in the year 1792, as the House of Martin, which at that time specialised in box-making, trunk-making, and packaging. In 1834, Martin moved the store from 4, Rue Neuve des Capucines to 347, Rue Saint Honoré.
After a few years, Pierre-François Martin handed over the business to his son-in-law Louis-Henri Morel, who later hired François Goyard as an apprentice. In the year 1852, François Goyard took over the business, after the sudden death of Louis-Henri Morel, and ran it successfully for 32 years. In the year 1885, François Goyard’s son Edmond took over the management and has ever since started marketing the brand by participating in various world expositions. He even created the brand’s first advertisement and opened four branch stores. Edmond then expanded the label by introducing a pet accessories line, and developed various products for automobiles, too.
The fashion house is known for its emblematic Goyardine canvas material patented by Edmond’s son, Robert Goyard. The chevron pattern of the material is created with multiple layers of colours, making it difficult to counterfeit.
Up until the year 1998, Goyard accumulated losses until it was bought by the founder of children clothing brand Jean-Michel Signoles. He inflated capital by remodelling the Saint Honoré store, expanded the leather goods and opened outlets in Asia and North America as well as a couple in Europe and one in Sao Paulo. In 2002, after 110 years of the establishment of the brand, the Signoles family introduced 12 new colours on top of the historic black canvas. The Goyardine canvas is now available in sky-blue, green, red, white, navy-blue, and yellow.
Today, the luxury brand has become a favourite among many celebrities such as Kanye West, Tyga, A$AP Rocky, Travis Scott, and Pharrell Williams. Not only are Goyard bags popular among Hollywood celebrities like Victoria Beckham, Madonna, and Carla Bruni-Sarkozy, but are also very popular among the Bollywood stars Sonam Kapoor, Deepika Padukone, and Shilpa Shetty Kundra, and others.
On the web: www.goyard.com