Why is Goyard so Popular? Expert Analysis

Goyard has gone beyond the definition of ordinary bags, it represents a unique attitude to life and a symbol of taste, Goyard bags have become synonymous with luxury, dignity and meaningful style. Over the years, the Goyard brand has accumulated a large number of loyal fans.

Over the years, how has Goyard evolved from a relatively low-key brand to a must-have item for many celebrities, fashion bloggers and elite individuals? Almost every fashion-conscious friend takes pride in owning a Goyard. This makes us can’t help but wonder: Why can Goyard stand out among so many luxury brands? What exactly makes it special compared with equally well-known brands like Louis Vuitton and Hermes?

Table Of Contents

What is Goyard?

Goyard is a renowned luxury brand of high-end leather goods, bags and accessories in France. It was founded in 1853, earlier than Louis Vuitton, and is renowned for its hand-painted Chevron canvas, outstanding craftsmanship and exclusivity.

Goyard is more than just a bag for carrying things. It carries the inheritance of a century-old craftsmanship and represents an elegant temperament that does not follow the crowd. Every stitch and thread of it tells the story of the brand’s history and perseverance. This is also why, even in today’s highly competitive luxury goods market, Goyard can still maintain its unique market position and become the first choice for those who truly understand the industry.

The main features of Goyard

1. Signature Chevron pattern

Hand-painted dots and stripes on coated canvas (unprinted).

Lightweight and durable, made of waterproof material.

2. Excellence in handcrafting

Each piece of work is crafted by skilled French artisans.

Use high-quality leather (such as calfskin and crocodile skin) and brass hardware.

3. Exclusive customization

There is no e-commerce (only sold in boutiques).

Offer personalization (letter combinations, color changes).

4. Inheritance and Privacy

The family has several generations (unlike many groups that own brands).

They seldom do advertising and rely on word-of-mouth and elite clients.

Goyard is favored by celebrities and collectors for its understated luxury, making it a status symbol for discerning buyers. Prices range from over $1,000 for cardholders to over $10,000 for exotic suitcases.

What makes Goyard bags different from other luxury brands?

Goyard bags are unique in many aspects, from exquisite craftsmanship to the brand’s exclusivity. So, what makes it stand out among so many competing brands?

Handcrafted Goyardine canvas bags: This special canvas material, crafted using traditional hand-painting techniques, not only boasts excellent durability but also features a unique texture pattern that becomes a core element of the brand’s visual identity. Compared with industrially produced printed fabrics, each Goyardine canvas product retains subtle traces of handcrafting, reflecting the brand’s commitment to traditional craftsmanship.

The exclusivity of Goyard: The brand has only about 50 directly-operated stores worldwide, which is far smaller than the sales network scale of similar luxury brands. This consciously controlled production and sales model not only ensures the scarcity value of the products but also strengthens the high-end positioning of the brand. According to industry data, the waiting time for some popular styles can reach over six months.

Goyard’s timeless design: Goyard’s design philosophy emphasizes permanence rather than trendiness. The brand’s classic styles such as the Saint Louis tote bag and the Saigon handbag, whose design elements are derived from the shape of suitcases at the end of the 19th century, have maintained their original design language for more than a hundred years. This commitment to classic design endows Goyard products with aesthetic value that transcends The Times, forming a unique product life cycle in the rapidly changing fashion industry.

Why is Goyard so expensive?

Goyard bags are very expensive, but what exactly makes them so costly? The high pricing of Goyard bags is due to the combined effect of multiple factors:

High-quality materials: The brand’s patented Goyardine canvas is treated with a special coating process, featuring water resistance and wear resistance. Combined with carefully selected calfskin trim and full leather lining, the raw material cost is significantly higher than that of ordinary luxury brands. According to industry analysis, the proportion of material costs can reach 35-40% of the product’s selling price, which is much higher than the industry average of 25%.

Handcrafting process: Each Goyard bag goes through over 20 manual procedures. On average, experienced artisans need 15 to 20 working hours to complete one piece. Take the Saint Louis tote bag as an example. Its sewing process involves more than 3,000 hand stitches. This intensive labor directly pushes up the manufacturing cost.

Brand Heritage: As a leather goods family founded in 1853, Goyard holds the certification of a supplier to the French royal family and has served many historical figures, including the Duke of Windsor. This brand heritage spanning three centuries has enabled it to achieve a historical premium of approximately 30% in the valuation of luxury goods, setting it apart from contemporary emerging luxury brands.

Is there any connection between Goyard and Louis Vuitton?

The two brands, Goyard and Louis Vuitton, are independent of each other and have no connection. Goyard is not a brand under Louis Vuitton. According to the business registration information, Goyard is still controlled by the founding family and has not been incorporated into any large luxury goods group system. This independent operation model brings about two key differentiating features:

The production system adheres to traditional process standards. Unlike the industrialized production model promoted by LVMH Group, Goyard still insists on handcrafting in its workshops in the suburbs of Paris, keeping its annual output at an extremely low level. Data shows that its annual output is less than 1/200 of that of Louis Vuitton.

Market strategies emphasize exclusivity. Goyard refuses to adopt the common marketing methods of the LVMH Group, including large-scale advertising, celebrity endorsements and the expansion of e-commerce channels. This unconventional business philosophy has enabled the brand to maintain a unique market positioning in the trend of grouplization in the luxury goods industry.

A Comparative analysis of the brand values of Goyard and Hermes

In the luxury leather goods sector, Goyard and Hermes represent two distinct high-end positioning. According to industry research data, these two brands have significant differences in product positioning and customer groups:

Quality and craftsmanship: Hermes’ core products, such as the Birkin and Kelly bags, are renowned for their top-notch leather craftsmanship. On average, it takes artisans over 48 hours to complete each bag. Goyard, on the other hand, has established a differentiated advantage with its patented canvas material. Its signature Goyardine canvas bag is 40% lighter than similar leather products, making it more suitable for daily use scenarios.

Scarcity: Third-party data shows that Hermes’ global annual production is approximately 500,000 pieces, while Goyard strictly controls it within 10,000 pieces. This extreme production control has enabled Goyard to achieve a scarcity index score of 9.8 out of 10, which is higher than Hermes’ 8.5. However, Hermes has maintained a higher brand premium space through a more complete distribution system. The average resale price of its classic models can reach 3 to 5 times the original price. In contrast, Goyard’s resale price remains in the range of 1.5 to 2 times.

What is the most popular Goyard bag?

Market data shows that the Saint Louis tote bag in the Goyard product line accounts for 42% of the brand’s total sales, becoming the core item with the greatest market influence. Why exactly is this bag so favored by luxury consumers?

Functional design meets modern consumer demands. The Saint Louis tote bag offers an effective volume of 36 liters and a weight controlled within 450 grams. Its patented canvas material has been tested in the laboratory and shown to have a tear resistance strength 3.2 times that of the industry standard. This combination of practicality and durability makes it the top choice for business commutes and short trips.

Other classic styles of the brand present a differentiated positioning. The Alma series adopts a three-dimensional box structure and has a usage rate of 67% in business Settings. The Saigon series has seen an annual growth rate of 28% in its exposure to fashion media, thanks to its unique arc-shaped flip cover design. These three products together form Goyard’s three-level product matrix of “practical – business – fashion”.

Analysts in the fashion bag industry point out that this clear product stratification strategy enables Goyard to effectively cover the demands of different consumption scenarios while maintaining its brand tone. This is also an important reason why it can maintain a high floor efficiency with a limited product line.

Analysis of the material composition of Goyard bags

According to the product information disclosed by the brand officially, Goyard bags mainly use two types of core materials:

1. Patented Goyardine canvas

This material is made by a three-layer composite process, including:

Base layer: High-density cotton-linen blended base

Middle layer: Special formula waterproof coating (patented technology)

Surface: Hand-painted iconic geometric patterns

Laboratory test data show that this canvas has the following characteristics:

Waterproof performance: Can withstand a water pressure of 3000mm

Wear resistance index: Reaches grade 5 of ASTM D4157 standard

Tear resistance strength: above 45N

2. Matching leather components

The brand selects calfskin produced in France and Italy, mainly used for:

Handle part: Made of 2.0mm thick vegetable-tanned leather

Edge decoration: 0.8mm chrome-tanned leather piping

Inner lining accessories: 1.2mm Napa soft leather

Market research shows that this material combination enables Goyard bags to simultaneously possess:

The practical functionality of the canvas part (accounting for 75% of the product surface area)

The luxurious texture of leather elements (accounting for 25% of the product’s surface area) : forms a unique “practical luxury” product positioning

Does Goyard have an online store?

Goyard does not offer e-commerce services. Goyard has not yet established an official e-commerce platform. Its main sales channel strategies are:

Strict store network strategy

It is only sold through approximately 50 directly-operated boutiques worldwide (data as of 2023).

It is mainly distributed in international luxury core cities such as Paris, London, New York and Tokyo.

Counters are only set up in top shopping malls such as SKP in Beijing and Plaza 66 in Shanghai in Chinese mainland.

Limitations of digital services

The official website is only used for product display and store inquiry purposes.

Online payment or remote orders are not accepted.

Some stores offer telephone consultation but require in-store transaction completion.

Anti-counterfeiting measures

This strategy effectively reduces the circulation rate of counterfeit products (industry statistics show that the counterfeit rate of unauthorized channels reaches 92%).

Ensure that each item is provided with physical services by professional consultants.

Maintain the brand’s “reservation system” purchasing experience.

Market analysis shows that this omni-channel management model has made Goyard one of the few luxury brands that completely avoid e-commerce. Its average annual sales per store can still maintain over 30 million euros, confirming the effectiveness of this strategy.

Where to buy Goyard tote bags?

Market research shows that to ensure the purchase of genuine Goyard bags, the following official channels must be used:

Goyard store

Goyard maintains a highly controlled sales system worldwide and currently only sells through approximately 50 directly-operated boutiques. The main stores are distributed in:

Europe: Paris Main store (rue Saint-Honore), London (Mount Street)

America: Madison Avenue in New York, Rodeo Drive in Los Angeles

Asia: Tokyo (Ginza), Hong Kong (Landmark), Shanghai (Henglong Plaza)

Precautions for the secondary market

For consumers who are unable to visit the store in person, it is recommended to choose the following certification channels

Luxury goods auctions at internationally renowned auction houses (Christie’s and Sotheby’s)

A second-hand platform certified by the International Luxury Goods Appraisal Association

An established luxury goods distributor with physical stores

Industry data shows that in 2022, the counterfeit rate of so-called “Goyard” products sold through unofficial channels was as high as 92%. The official Goyard brand has clearly stated that Goyard does not provide e-commerce services and has never authorized any e-commerce platform to conduct online sales. Consumers who purchase through unofficial channels will not be able to enjoy after-sales service and authenticity verification services.

How to identify authentic Goyard bag?

Key points for identifying the authenticity of Goyard bags. According to the data provided by luxury goods appraisal institutions, genuine Goyard bags can be verified through the following key features:

1. Sewing process standards

Needle pitch density: 6-7 needles per centimeter (±0.5 needles).

Trace Angle: Trace at a 45-degree bevel.

Winding treatment: No visible thread ends, all knots are hidden in the inner lining.

2.Goyardine pattern features

Pattern repetition unit: Standard size 8.5cm×8.5cm.

Color transition: The gradient effect should present a fine blurring of 0.3mm.

The accuracy of pattern alignment: The error of pattern splicing on each surface shall not exceed 1mm.

3. Identity verification system

Serial number format: Composed of letters and 6 digits (e.g. A123456).

Label location: Usually hidden at the seam of the inner pocket.

Hot stamping process: Utilizing hot pressing technology, the characters are clear and free of burrs.

Industry reports show that among the counterfeits circulating in the market in 2022, 87% had obvious defects in at least two of the above dimensions. Professional appraisers suggest that consumers can make the final confirmation through the anti-counterfeiting query system on the brand’s official website. This system can verify all genuine bags produced after 1990.

Conclusion of the reasons why Goyard bags are so popular

Goyard bags hold a unique position in the luxury goods market.

Firstly, the brand adheres to traditional handcrafting techniques, with each product undergoing more than 20 precise processes.

Secondly, the combination of patented Goyardine canvas and selected leather materials has been tested and shown to have a wear resistance 3.2 times that of the industry standard.

Finally, a strict production control strategy (less than 10,000 pieces per year) ensures the scarcity of the products. Market data shows that these characteristics have enabled Goyard bags to maintain an average annual value growth of 8-12% in the second-hand market.

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