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May 3 19 tweets 9 min read Twitter logo Read on Twitter
The greatest luxury brands in the world spend centuries building a brand around exclusivity.

To do this successfully requires a tight control over supply, distribution, and brand perception.

But, a new wave of social media trends is changing everything.

Enter, Goyard 🧵 Image
Lots of luxury brands *talk* about exclusivity, but nobody lives it like Goyard. As they said in an anonymous interview:

“Luxury is a dream, and revealing too much of what goes on behind the scenes would spoil the magic.”

This magic requires tight control of their story.
So what's their story?

Goyard was founded in Paris in 1792 as Maison Martin, a luggage-maker for French aristocrats.

They were even appointed official malletier to HRH Marie-Caroline, an Italian princess who married into French royalty.

She was the first of many royal clients. Goyard's historic storefron...
Goyard's hand-painted trunks and subtle interlocking chevron pattern eventually became companions to kings, presidents, and celebrities—from the Romanovs to the Windsors, Lauren Bacall to Pablo Picasso, the Rockefellers to Marilyn Monroe. ImageImageCole Porter's custom Goyard...A glimpse of Goyard's famed...
Designers were also fans of this ultra-quiet brand.

Jeanne Lanvin, Cristobal Balenciaga, and Karl Lagerfeld (and of course his cat Choupette!) were all lifelong devotees.

That same pattern became a chic little shibboleth signaling status, taste, and means. #iykyk Karl Lagerfeld browses the ...
My favorite blink-and-you'll-miss-it appearance of Goyard these days? Rap songs.

No two groups understand the power and emotion of branding shorthand better than rappers and luxury houses. Noted Goyard enjoyer Lil Ba...From Calvin Harris's song S...Cover art for Fabolous x Li...
Over the years, Goyard has remained fashion’s best-kept secret.

They never advertise.
They never have celebrity creative directors or campaigns.
They never do seasonal shows.
They almost never give interviews.

And they don't sell ANYTHING online. Photographer: Simky Cheung,...
Goyard even has a per-year limit if you manage to nab something from one of their boutiques.

They maintain a set of timeless, artisanal designs year after year. Even Hermès debuts seasonal collections—but not Goyard.

Their entire brand hinges on exclusivity and quality.
These days, Goyard occupies a unique space.

They have the heritage and scarcity of Hermès, but occupy a price point some can justify as an heirloom splurge. (Think: price of a MacBook Pro instead of a new 4-door sedan)

That makes their luxury brand status even more delicate. An artisan hand paints a mo...
With social channels, things are changing fast.

Search TikTok and you'll see this "secret" brand becoming a mainstream status symbol.

Whether as an accessory to TT's "old money" aesthetic or a DHgate dupe, one thing is certain: Goyard has officially gone viral.

Quelle horreur! ImageImage
But for real: horreur.

Goyard's "magical dream" of luxury requires maintaining an absolute chokehold on supply, distribution, and perception.

Lose control of that, and you risk losing everything that makes the brand special.

You might end up as (gulp) the next Louis Vuitton. Image
All is not lost—yet. But Goyard is definitely at an inflection point.

In a way, it's similar to their transition from being a product for royalty to a bag for anyone with the money to buy one.

The way I see it, Goyard has two ways they can regain control of their story. Kim Kardashian carries her ...
Number one: double down on exclusivity.

As other luxury brands like Gucci try to scale, Goyard should throttle harder. Lean into artisan craftsmanship, slow production, and scarcity.

You can't always control your image, but you *can* control access. Image
Number two: limited drops.

This approach is riskier, because one of the things that makes Goyard so special is their staunch refusal to chase trends or constantly crank out new designs.

But! In 2002 they expanded from 2 to 12 colorways to great success.
Limited designs also dovetail nicely with their tradition of customization and bespoke luggage.

(They also recently introduced a special edition of their iconic Saint Louis tote, which is currently reselling for around TWICE the typical price. Just saying.) Goyard's limited edition wh...
The worst thing they could do?

Try to get ahead of the wave of influencer content by trotting out a big celeb campaign. Visibility plays are poison to recapturing the magical mystery that makes Goyard what it is.

(Sorry, Gucci.) Harry Styles and James Cord...
Luxury MUST appeal to emotion. It invites the customer into a rich story, while also offering the thrill of joining a secret, elite club.

Their bags may be at risk of turning into costume pieces, but Goyard has been in this game a long, long time.

I wouldn't count them out yet. Image
If you liked this thread, and you'd like to hear more of my marketing insights (with only slightly less handbag gossip):

Join 34,000+ other executives, marketers, and ecommerce pros by subscribing to my weekly newsletter, Go-to-Millions!

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More from @arihappywick

Dec 22, 2022
Over the past few days, I set out to answer a burning question that I've had for years:

Why are perfume ads so weird?

It's a pretty wild story 🧵
Advertisers grapple with one fundamental problem when trying to sell perfume:

You can't actually communicate the smell or the qualities of a specific perfume in a TV/print ad.

So, fragrance commercials have to rely on something completely different.

✨Vibes✨
A fragrance doesn't technically *do* anything.

So, instead of showcasing the product, advertisers create commercials to evoke specific emotions.

In fact, the parts of the brain that deal with emotion, memory, and motivation all grew out of the olfactory cortex.
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Dec 5, 2022
10 years ago, Chipotle ran their first nationally-televised commercial during the 2012 Grammy Awards.

It was so successful, it increased the restaurant chain's revenue by over 23% 🤯

This is the story of the greatest restaurant ad in history... Image
In the early 90s, Steve Ells was working as a chef at a high end restaurant in Denver, CO.

After years in fine dining, Steve had a vision for a new kind of restaurant concept.

He wanted to start a Mexican fast food chain using high-quality, sustainably-sourced ingredients. Image
So in 1993, at 27 years old, he started Chipotle Mexican Grill.

Over time, the concept became VERY popular. By 1998, they had 14 locations. By 2006, they had 500 locations.

Still, there was one thing they couldn't seem to overcome:

People assumed that fast food = low quality. ImageImage
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Nov 21, 2022
The most prestigious luxury brands in the world can agree on one thing:

“Money talks, but wealth whispers.”

Let me explain... Image
Money that "talks" is loud. It's often new. It wants to declares its presence even before it enters a room.

Money that "talks" often buys the brands that do the same thing — Products with a trademark design or logo that can be seen from across the room at Nobu. ImageImage
Wealth, on the other hand, is silent and subtle.

Wealth buys brands that are both a product and a work of art.

And, like any good work of art, the brand's signature appears as a subtle design choice — Something that elicits a compliment from the maître d' at Le Bernadin. ImageImage
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Nov 14, 2022
Cartier is worn by celebrities.

But Van Cleef & Arpels is worn by royalty.

Let me introduce you to the world's oldest invite-only jewelry brand.
The company was started by the joining of two families:

The Van Cleefs - Diamond dealers
The Arpels - Precious gemstone dealers

Alfred Van Cleef and Estelle Arpels married in Paris, France in 1895.

One year later, the two families started their joint venture.
As diamond and gemstone dealers, both families were quickly successful with their new jewelry business.

For the first several years, they were able to generate consistent sales while building a name for themselves amongst the jewelers of Paris.

But everything changed in 1906.
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Oct 29, 2022
A beautiful woman arrives to Paris for the first time from South America.

She meets a dashing, Moroccan-born Frenchman. They fall in love and start a boutique together in Paris.

But this ISN'T a RomCom.

It's the story one of the greatest luxury brand you've never heard of... Image
The man and woman are Prosper and Martine Assouline.

The name of the boutique is Assouline.

And, Mr. and Mrs. Assouline set out to build the world's first luxury brand all about culture.

BUT, they had the idea for the company years before. Image
Prosper was inspired to start Assouline while running a luxury creative agency in the late 80s.

At the time, clothing and shoes became an important status symbol of America’s masters of the universe.

It was the era of Louboutin, Hermes and Louis Vuitton. Image
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Oct 1, 2022
The name’s Birkin. Jane Birkin.

On a fated flight 40 years ago, a fashion icon (our girl, Jane Birkin) and a Hermès brand executive had an idea.

A bag. Big enough for the everyday. Expensive enough to not be for everyone.

This is the story of Hermès and the Birkin bag:
Jane Birkin is an actress, singer, and style ICON who was known for carrying a small wicker basket EVERYWHERE instead of using a bag or purse.

And in 1984, Jane found herself struggling to jam that unrealistic basket into the overhead bin on a flight from Paris to London.
When she finally sat down, Jane turned to the stranger next to her and mentioned that it was impossible to find a weekend bag that was stylish AND convenient.

The stranger smiled and introduced himself as Jean-Louis Dumas, the Executive Chairman of Hermès!!
Read 14 tweets

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