Goyard Marketing Strategy 2024: A Case Study

Goyard, a French luxury brand, has established itself as a prestigious and exclusive name in the luxury market for over 160 years. Unlike its competitors, Goyard differentiates itself by employing a unique marketing strategy that eschews traditional advertising and embraces exclusivity, discretion, and artisanal craftsmanship.

With limited stockists and no e-commerce platform, Goyard maintains a sense of exclusivity. The brand’s focus on limited distribution sets it apart from other luxury brands and contributes to its allure.

Goyard’s commitment to tradition and craftsmanship has earned it a loyal customer base. The brand’s attention to detail is evident in its hand-painted Chevron patterns, which have become synonymous with quality and trust in the luxury fashion industry.

One of the key aspects of Goyard’s marketing strategy is its strategic media discretion. Rather than engaging directly with the press, Goyard redirects inquiries to industry figures, fostering a sense of mystery and exclusivity. This approach has generated customer interest and maintained Goyard’s timeless appeal.

Goyard’s limited supply strategy further enhances its desirability. By intentionally creating a sense of scarcity, Goyard cultivates a high demand among consumers. This strategy not only generates exclusivity and desirability but also ensures exceptional craftsmanship and attention to detail.

Despite the absence of advertising and mass production, Goyard has successfully maintained its brand value and reputation for over a century. Its unique marketing approach focuses on craftsmanship, exclusivity, and limited distribution. By prioritizing quality over quantity, Goyard has positioned itself as a trusted name in the luxury market.

The future challenges that Goyard may face lie in engaging younger, internet-native consumers who prefer a more transparent and accessible brand experience. However, Goyard’s commitment to maintaining its mystery and exclusivity will continue to set it apart and appeal to a niche market that appreciates its artisanal approach.

Key Takeaways:

  • Goyard’s marketing strategy emphasizes exclusivity, discretion, and limited distribution.
  • The brand’s limited supply strategy creates a sense of scarcity, high demand, and exceptional craftsmanship.
  • Goyard’s commitment to tradition and craftsmanship has earned it a loyal customer base.
  • Goyard’s strategic media discretion and mysterious image contribute to its timeless appeal.
  • Goyard’s brand positioning focuses on creating the best possible product, rather than market domination and mass profits.

Goyard’s Approach to Exclusivity Marketing

Goyard, established in 1792, has cemented its position as a luxury brand through its unique approach to marketing. Unlike its competitors, Goyard relies on exclusivity marketing, employing a limited supply strategy to create a sense of scarcity and capitalize on high demand.

With only two Maison Goyard stores in the US, located in New York and San Francisco, and boutique locations in Beverly Hills, Boston, Chicago, and Miami, Goyard’s distribution channels are intentionally limited, enhancing its exclusivity in the market.

The brand’s commitment to maintaining exclusivity is further emphasized by its decision to refrain from online sales and traditional advertising. Instead, Goyard relies on word-of-mouth, research, and celebrity sightings to build brand recognition and allure.

Goyard’s deliberate choice to resist acquisition by larger luxury groups like LVMH and Kering has allowed it to preserve its identity and profitability. This family-owned business model, combined with its limited number of boutiques, demonstrates Goyard’s unwavering dedication to exclusivity.

By strategically selecting boutique locations in fashion capitals and luxury hubs globally, Goyard ensures that its reach extends beyond Paris, where it was founded, to leave a lasting impact on the global luxury market.

The brand’s iconic Goyardine canvas, featuring hand-painted Chevron patterns, is instantly recognizable and represents the epitome of luxury and status. Goyard’s commitment to artisanal craftsmanship and attention to detail in its product lineup, which includes handbags, luggage, small leather items, ready-to-wear, and lifestyle accoutrements, further solidifies its position as a top-end player in the luxury market.

Celebrity Endorsements and Brand Loyalty

Goyard has always been synonymous with luxury and exclusivity, attracting a loyal following among celebrities and influential individuals throughout its history. Celebrity endorsements have played a significant role in solidifying Goyard’s reputation as a coveted brand and fostering brand loyalty among consumers.

Influential figures such as the Duke and Duchess of Windsor, Coco Chanel, and Karl Lagerfeld have been proud endorsers and loyal carriers of Goyard products. Their association with the brand has not only enhanced its prestige but also created a sense of trust and desirability among consumers.

When celebrities are seen using Goyard products, it reinforces the brand’s image as a symbol of elegance and sophistication. The endorsement extends beyond their mere association with the brand; it serves as a testament to the quality, craftsmanship, and exclusivity that Goyard offers.

These celebrity endorsements have significant implications for brand loyalty. When influential individuals align themselves with Goyard, their followers and fans are more likely to aspire to own Goyard products themselves. This drives an emotional connection and fosters a sense of trust in the brand, ultimately leading to increased brand loyalty.

This phenomenon can be attributed to the “halo effect,” where the positive traits associated with the celebrity transfer to the brand they endorse. Consumers perceive Goyard’s products as being on par with the style and sophistication exemplified by these celebrities, reinforcing their loyalty and desire to own a piece of Goyard.

Influencer Marketing: A Powerful Tool for Brand Loyalty

The power of celebrity endorsements extends beyond traditional channels and has found a new realm in influencer marketing. As per a report by Influencer Marketing Hub, Google searches for influencer marketing skyrocketed by 1,500 percent from 2016 to today. This signifies a shift in consumer behavior and an opportunity for brands to leverage influencers and capitalize on their fan following to build brand loyalty.

The influencer marketing industry grew from $1.7 billion in 2016 to $4.6 billion in 2018, reflecting its effectiveness in reaching consumers and driving brand loyalty. Brands recognize the potential of influencers to connect with their target audience and build credibility. By partnering with influencers who align with their brand values, companies can tap into a loyal and engaged audience and foster brand loyalty on a larger scale.

As brands continue to explore new ways to reach consumers, it’s crucial to understand the evolving landscape of influencer marketing. With the rise of digital platforms like Douyin, WeChat, and Weibo, brands are leveraging influencers and their storytelling abilities to connect with consumers authentically. Through stories, Mini Programs, and live-streaming features, brands can forge a deeper connection with their audience and drive brand loyalty.

Chinese consumers, in particular, are becoming more global and demanding. McKinsey highlights the need for brands to personalize their approach to cater to these consumers’ preferences. By collaborating with influencers who resonate with the Chinese audience, brands can gain credibility and build trust, ultimately leading to increased brand loyalty.

In conclusion, celebrity endorsements and influencer marketing are powerful tools that can significantly impact brand loyalty. By associating with respected and influential individuals, brands like Goyard have solidified their position in the luxury market and gained the trust and loyalty of consumers. With the growing influence of influencers, brands now have an opportunity to leverage their fan following and authentic storytelling to cultivate brand loyalty on a larger scale.

Leveraging Social Media Influencers

Goyard, a luxury brand with a rich heritage dating back to 1853, has always prioritized exclusivity and quality in its marketing strategy. However, in an increasingly digital world, the brand recognizes the power of social media influencers in reaching a broader audience and fostering engagement. By strategically partnering with influencers who align with the brand’s values and aesthetic, Goyard can effectively leverage their social media presence to increase brand awareness and drive sales.

One of the key benefits of influencer marketing is the authenticity it brings to the brand’s messaging. Social media influencers have built a loyal following based on their genuine content and expertise in specific niches. By collaborating with these influencers, Goyard can tap into their authenticity and credibility to resonate with their target audience.

The reach of social media influencers is undeniably impressive. They have built a strong and engaged community, attracting thousands, if not millions, of followers. Through strategic partnerships, Goyard can tap into this expansive reach to increase its own social media following and expand its customer base.

Goyard’s marketing strategy, which has historically focused on exclusivity and limited market reach, can benefit greatly from influencer marketing. By leveraging the influence and popularity of social media influencers, Goyard can expose its brand to a wider audience, surpassing the limitations of its traditional marketing efforts.

With Google searches for influencer marketing growing 1,500 percent since 2016 and the industry experiencing robust growth from 1.7 billion in 2016 to 4.6 billion in 2018, it is clear that influencer marketing has become a powerful tool in the luxury sector. McKinsey reports that almost 80 percent of luxury sales are influenced by online platforms. By aligning itself with this trend, Goyard can position itself as a modern and relevant luxury brand.

Goyard’s growth strategy includes opening boutiques in select cities worldwide to maintain exclusivity while attracting new affluent customers. By leveraging the popularity of social media influencers in these targeted regions, Goyard can maximize its reach and ensure that its marketing efforts are aligned with the preferences and demands of its target markets.

Overall, by collaborating with social media influencers, Goyard can capitalize on their reach, authenticity, and influence to strengthen its marketing efforts, increase brand awareness, and drive sales. With the right influencers and strategic partnerships, Goyard can position itself as a luxury brand that embraces modernity while staying true to its heritage and values.

Innovative Pricing Strategy

One of the key elements of Goyard’s marketing strategy is its innovative approach to pricing. Unlike many luxury brands, Goyard maintains consistent pricing for its products, regardless of region or season. This pricing strategy reinforces the brand’s exclusivity and creates a perception of value among consumers.

When it comes to Goyard bags, prices are carefully set to align with the brand’s positioning in the luxury market. For example, the popular Saint Louis PM is priced at €1,350 or $1,620, while the larger Saint Louis GM is priced at €1,500 or $1,890. The Artois PM and Artois MM models are priced higher, at €1,850 or $2,190, and €2,050 or $2,540, respectively.

Goyard also offers limited edition bags with unique designs and features. These exclusive pieces can range in price from approximately $3,050 to $4,450, exemplifying Goyard’s commitment to offering products that cater to varying customer preferences.

Another interesting aspect of Goyard’s pricing strategy is the regional pricing differences. Prices for Goyard bags may vary depending on the country or region. For example, in the EU/UK, the prices for the Saint Louis PM are €1,350 or £1,210, while the Saint Louis GM is priced at €1,500 or £1,350. In North America, the prices for the same models are $1,620 for the Saint Louis PM and $1,890 for the Saint Louis GM. In Japan, the prices are ¥187,000 and ¥211,000 for the Saint Louis PM and Saint Louis GM, respectively. And in Singapore, the prices are SGD 2,390 and SGD 2,780 for the Saint Louis PM and Saint Louis GM.

Additionally, Goyard’s innovative pricing strategy extends to the second-hand market. Used Goyard bags are often sold at prices 20-40% below their retail costs. This provides an opportunity for customers to own Goyard bags at a more affordable price point while still enjoying the brand’s craftsmanship and prestige. The benefits of purchasing second-hand Goyard bags also include cost-saving, environmental conservation, and global accessibility.

Goyard’s pricing strategy is an integral part of its overall marketing strategy, enhancing the brand’s exclusivity, maintaining a consistent perception of value, and catering to the diverse needs and preferences of its customers.

Creating a Memorable Customer Experience

Goyard understands the importance of providing a truly exceptional customer experience. From the moment customers step into one of their exclusive boutiques, they are greeted by knowledgeable and attentive staff who are dedicated to ensuring their satisfaction. The brand goes above and beyond to personalize the shopping experience, offering a range of personalized services that set them apart from other luxury brands.

One of the key elements of Goyard’s customer experience is their commitment to craftsmanship and attention to detail. Each piece is meticulously crafted by skilled artisans, resulting in products that are not only beautiful but also of the highest quality. Customers appreciate the brand’s dedication to excellence and the exceptional service they receive.

Goyard offers a range of personalized services to enhance the customer experience. For example, customers can have their initials hand-painted on their bags, adding a unique and personal touch. This attention to detail creates a sense of exclusivity and makes each piece feel truly special. Additionally, Goyard’s team of experts is available to provide guidance and assistance, ensuring that customers find the perfect piece to suit their individual style and needs.

The brand’s commitment to personalized service extends beyond the shopping experience. Goyard maintains a filing cabinet with records of all their customers’ names, allowing them to build long-term relationships and provide a truly tailored experience. From the Duke and Duchess of Windsor to Karl Lagerfeld, Goyard has a history of catering to the unique needs and preferences of their distinguished clientele.

Goyard’s dedication to customer experience is evident in every aspect of their brand. Their limited store locations create an atmosphere of exclusivity, with customers often waiting in long lines for the opportunity to enter the store. This sense of anticipation and exclusivity adds to the overall customer experience, making each visit to a Goyard boutique truly memorable.

Key Elements of Goyard’s Memorable Customer Experience
Exceptional service and personalized attention from knowledgeable staff
Commitment to craftsmanship and attention to detail
Range of personalized services, including hand-painted initials
Building long-term relationships with customers through personalized records
Exclusivity and anticipation created by limited store locations

Emphasizing Heritage and Craftsmanship

Goyard’s marketing strategy is anchored in its profound heritage and unwavering commitment to traditional craftsmanship. With a legacy dating back to 1853, Goyard showcases over a century of artisanal excellence, making it a revered name in the luxury industry. By prioritizing heritage and craftsmanship, Goyard distinguishes itself from mass-market luxury brands, positioning itself as a symbol of tradition and exclusivity.

At the heart of Goyard’s craftsmanship lies its iconic Goyardine canvas. Meticulously crafted from a blend of hemp, linen, and cotton, this canvas undergoes an intricate process involving multiple layers of etching colors, resulting in the brand’s distinctive and recognizable Chevron pattern. By combining traditional materials and time-honored techniques, Goyard showcases a dedication to preserving centuries-old craftsmanship while maintaining a contemporary appeal.

Goyard’s commitment to excellence extends beyond its canvas. The brand’s custom-made trunks and hand-painted designs highlight the meticulous skills and attention to detail passed down through generations of artisans. Each piece is a testament to Goyard’s uncompromising standards and the heritage that underpins its creations.

By emphasizing heritage and craftsmanship, Goyard evokes a sense of authenticity and timelessness. Discerning customers are drawn to the brand’s artisanal approach, knowing that they are acquiring a piece that embodies the essence of luxury craftsmanship. Goyard’s dedication to preserving tradition while adapting to the modern world has allowed it to weather historical challenges and maintain its relevance in the ever-evolving luxury market.

Niche Market Positioning

Goyard, with its rich history dating back to 1792 as Maison Martin, has firmly established its legacy in the luxury market. The brand’s journey continued in 1845 with the establishment of Maison Goyard, further solidifying its presence and reputation within the industry.

Under the leadership of François Goyard, the brand experienced significant success and growth, spanning 32 years of prosperous management. In 1885, Edmond Goyard took over the business and embarked on expanding its reach internationally. Opening boutiques in Monte-Carlo, Biarritz, Bordeaux, London, and New York, Edmond set the stage for Goyard’s global recognition.

One notable hallmark of Goyard’s heritage is the introduction of the Chevron pattern by Edmond Goyard in 1892. This signature design element, synonymous with the brand, showcases Goyard’s long-standing tradition of craftsmanship and innovative design.

With a specialization in trunk-making and a commitment to heritage craftsmanship, Goyard’s focus on quality and attention to detail is unparalleled. The brand offers clients a unique and personalized experience, allowing for custom designs and hand-painted initials on products. This personalization service enhances Goyard’s exclusivity and individuality, creating a sense of ownership among its discerning customers.

Furthermore, Goyard maintains manual records of its customers dating back to the 19th and 20th centuries, demonstrating a unique approach to customer relationships and service. This personalized touch adds to the brand’s mystique and further solidifies its allure.

Goyard’s approach to carving out its niche market is a key aspect of its marketing strategy. Rather than targeting the mass market, Goyard strategically positions itself as a luxury brand for a select clientele. By focusing on this niche market, Goyard differentiates itself from mass-market luxury brands, offering a unique and exclusive product and experience.

The brand’s distribution strategy also aligns with its niche market positioning. Goyard carefully selects stores and landlords, ensuring that its boutiques are located in the best possible locations. This deliberate and methodical approach to growth maintains exclusivity and reinforces the brand’s positioning.

Overall, Goyard’s niche market positioning, with its emphasis on heritage craftsmanship, customization, and exclusivity, sets the brand apart in the luxury fashion industry. By targeting a specific audience and providing a unique offering, Goyard continues to thrive as a coveted luxury brand.

The Power of Mystique and Discretion

In the world of luxury, few brands embody the essence of mystique and exclusivity quite like Goyard. Founded in 1792, Maison Goyard has captivated discerning clientele for over two centuries with its exquisite trunks, bags, and accessories that have been coveted by royalty, celebrities, and fashion connoisseurs.

One of Goyard’s key strategies in maintaining its allure is its deliberate shunning of advertising, online sales, and media attention. By eschewing traditional marketing channels, Goyard creates a sense of mystery and allure around the brand. This strategy emphasizes the power of exclusivity and discretion, drawing in a select clientele who appreciate the uniqueness and rarity of Goyard’s offerings.

Goyard’s approach to media and communication is in stark contrast to many other luxury brands. While others may seek to constantly engage with the press and maintain a strong social media presence, Goyard prefers to rely on word-of-mouth and personal recommendations. This strategy not only adds to the brand’s mystique, but it also fosters a stronger sense of trust and authenticity among its customers.

The allure of Goyard also lies in its rich history and association with esteemed figures throughout the years. From Napoleon III to Coco Chanel and Karl Lagerfeld, Goyard’s clientele reads like a who’s who of the fashion and luxury world. This enduring appeal serves to further enhance the brand’s reputation and mystique, elevating its status in the eyes of its discerning customers.

When it comes to Goyard’s products, each creation symbolizes heritage, elegance, and practicality. The Saint Louis Tote, Bellechasse Bag, Saigon Bag, and Boeing Duffel Bag are among Goyard’s most coveted pieces, meticulously crafted with the brand’s signature Goyardine canvas. The Goyardine pattern, inspired by stacked logs and the letters “Y,” “G,” and “A,” is carefully hand-painted by skilled artisans. This attention to detail and commitment to quality further adds to the allure of Goyard’s offerings.

In conclusion, Goyard’s mystique and discretion are powerful tools that contribute to its enduring appeal in the luxury market. By deliberately shunning traditional marketing methods and maintaining an air of exclusivity, Goyard creates a sense of intrigue and allure that captivates its discerning clientele. The brand’s commitment to tradition, quality, and exclusivity solidifies its position as a leader in the luxury industry.

Conclusion: Key Takeaways from Goyard’s Marketing Strategy

Goyard’s marketing strategy is a testament to the power of exclusivity in the luxury industry. By carefully controlling access to its products and maintaining an air of mystique, Goyard has cultivated an aura of desirability among its customers. This exclusivity, coupled with the brand’s impeccable craftsmanship and rich heritage, has solidified Goyard’s position as a premier luxury brand.

The customer experience at Goyard is carefully crafted to reflect the brand’s dedication to excellence. From personalized recommendations to exclusive perks, Goyard ensures that its customers feel valued and appreciated. This focus on the customer extends to the brand’s decision not to sell its products online, creating a sense of anticipation and urgency for customers to visit Goyard boutiques to make their purchases.

With a wide range of sizes and styles, Goyard caters to diverse customer needs. The iconic Saint Louis and Anjou GM bags, crafted from the durable Goyardine canvas, have become synonymous with luxury and style. Goyard’s prices, while reflecting the brand’s exclusivity and craftsmanship, are well worth the investment for those seeking a timeless and heirloom-quality piece.

In conclusion, Goyard’s marketing strategy is built on a foundation of exclusivity, craftsmanship, customer experience, and heritage. By staying true to these principles, Goyard has successfully positioned itself as a coveted luxury brand, beloved by discerning customers around the world.


What is Goyard’s marketing strategy?

Goyard’s marketing strategy focuses on exclusivity, discretion, and artisanal craftsmanship. The brand creates a sense of scarcity and high demand by offering a limited supply through exclusive distribution channels. Goyard also emphasizes its commitment to traditional craftsmanship and attention to detail in hand-painted Chevron patterns.

How has celebrity endorsements contributed to Goyard’s success?

Celebrity endorsements have played a significant role in solidifying Goyard’s reputation as a luxury brand and fostering brand loyalty among consumers. Endorsements from influential individuals such as the Duke and Duchess of Windsor, Coco Chanel, and Karl Lagerfeld have helped establish Goyard as a trusted and prestigious name in the fashion industry.

Does Goyard engage with social media influencers?

While Goyard has chosen not to engage in traditional advertising and social media, the brand strategically partners with carefully chosen influencers who align with its values and aesthetic. By leveraging the reach and influence of these individuals, Goyard is able to extend its audience while maintaining the exclusivity and authenticity of its brand.

What is Goyard’s pricing strategy?

Goyard follows a unique pricing strategy in the luxury brand market. Rather than offering high markups and discounts, the brand maintains consistent pricing for its products. This approach reinforces the brand’s exclusivity and enhances the perception of value among consumers.

How does Goyard create a memorable customer experience?

Goyard prioritizes personalized services and exceptional customer service to create a memorable experience. The brand offers customized hand-painted initials on products and provides personalized and attentive service to each customer, ensuring a unique and unforgettable experience.

What sets Goyard apart from other luxury brands?

Goyard’s marketing strategy centers around its rich heritage and commitment to traditional craftsmanship, distinguishing it from mass-market luxury brands. The brand caters to a niche market of discerning customers who appreciate the rarity, craftsmanship, and exclusivity that Goyard offers.

Why does Goyard shun traditional advertising and social media engagement?

Goyard’s refusal to engage with traditional advertising and social media adds to its mystique and allure. The brand’s approach is built on exclusivity and discretion, creating an air of intrigue that captivates its audience and further enhances the brand’s exclusivity.

What are the key takeaways from Goyard’s marketing strategy?

Goyard’s marketing strategy highlights the importance of exclusivity, craftsmanship, customer experience, and heritage in building a successful luxury brand. By focusing on these key elements and targeting a niche market, Goyard has positioned itself as a premier luxury brand with a loyal following.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.