1. Why has Le Pliage been so successful? To what do you attribute its popularity and longevity? What is the role of the Longchamp brand in its success?

Le Pliage has been successful because of its emphasis on quality and effective marketing mix that applies the 4p's masterfully. This emphasis on quality and core marketing principals are foundational elements of longevity. The Longchamp brand increased trade and had strong brand awareness.