"Their brand is not just about legacy and heritage, it's also about functionality," Rati Levesque, Chief Merchant of luxury resale site The Real Real, noted. While competing brands like Gucci and Chanel are focused on opening dozens of impressive flagship stores around the world and expanding their footprint via collaborations, celebrity endorsements, and blockbuster fashion shows, Goyard is solely focused artisanal craftsmanship in one product category, which explains why there's such a limited supply of merchandise. It is both technically and aesthetically remarkable-the appeal is classic ease." "The brand was always considered a premier luxury brand. "Goyard was actually purchased by the Duke of Windsor and Coco Chanel and has been very popular throughout the years, but became a fashion must around 10 to 15 years ago," Deborah Soss, Bergdorf Goodman's Vice President of Accessories and Handbags, told Racked. "It's an insider's bag, but it doesn't scream luxury." They keep their heads down and keep doing what they do." "While other brands provide more seasonal flourishes or hire new creative directors to bring in some modernity, Goyard keeps being Goyard. "In the five years I've been covering Goyard, the interest around the brand has been consistent, even more than Hermès, which is impressive," explained Amanda Mull, the managing editor of the bag-obsessive site PurseBlog and has never gotten through to the company herself. When Racked reach out with an interview request, they politely declined and explained that their "official policy is to not speak directly to the press," and that this is something they "literally never do." They also noted that the brand "firmly believes in values such as exclusivity and discretion" and suggested we reach out to Chanel's Karl Lagerfeld for comment instead. How does it maintain this status? Certainly not by engaging with the media. In today's retail landscape where companies are forced to rely on digital sales and social media engagement, Goyard shuns it all and still manages to hold its own against some of the most coveted brands in the world. With zero advertising, no e-commerce, and very few stockists (Stateside, Goyard is only available at Barneys and Bergdorf Goodman in New York and two stores in California), they've managed to protect their legacy while also building a buzz, simultaneously keeping their mouths shut-and everyone else out. Since Goyard's inception some 161 years ago, the trunk and bag-maker has maintained a mysterious and impressive reputation based on quality and prestige.
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