From pipe manufacturer to luxury brand for bags

Mansion Longchamp was founded in 1948 by Jean Cassegrain and initially focused on producing and selling leather-covered pipes. Over time, the range was expanded to include travel accessories, bags, shoes and clothing. The label is a family business and is still owned by the Cassegrain family. With its model Le Pliage, the brand managed to establish itself internationally as a luxury bag brand.

Brand bag collections

The brand’s bag collections consist of unique bags that are of the highest quality. The range includes shoulder bags, shoppers, shoulder bags, backpacks and much more. Especially the Le Pliage is a bag that is impossible to imagine the fashion world without.

Le Pliage: The label’s cult bag

The Le Pliage is probably the most famous bag of the brand and at the same time its flagship: the bag was launched in 1993 and has reached cult status to this day, as the bag is probably one of the most famous bags in the world. It is available in different colors, sizes and models and new special edits are often released. The special thing about the bag is that you can fold it super small, because it is inspired by an origami. The Le Pliage Signature collection is also particularly popular, offering customers the opportunity to personalize their bag. The shopper is by its long handles and its size, the perfect bag for everyday life. Here fit all the important things purely!

Longchamp 1980: The classic reissued

Sophie Delafontaine, the granddaughter of the Longchamp founder, decided to revive a true classic in 2020 and launched a new collection of Longchamp 1980, which she herself wore as a child. She is now chief designer of the luxury label and already presented her designs at New York Fashion Week. The bag combines vintage with modern and is a reinterpretation of the classic: the shoulder bag is perfect as a daily companion, because it is both functional and stylish. The buckle features the Longchamp lettering, a nice detail of the cult bag.

Even stars like fashionista Alexa Chung love Longchamp!

The brand is also very popular with celebrities like fashion blogger Alexa Chung, who is not only a total Longchamp fan in her private life and skillfully combines the brand with her street style looks, but has also already stood in front of the camera for a campaign for Longchamp. But also Emily in Paris star Lily Collins relies on a personalized Le Pliage signature to make a fashion statement!

Unique advertising campaigns of the luxury label

The Longchamp brand always comes up with something special for its campaigns: For the new collection of 2021, the brand shot a commercial in the fashion city par excellence: Paris. The video is actually about the Rosea in Bordeaux, an elegant and timeless bag made of high quality leather that is an absolute eye-catcher! Let yourself be enchanted by a unique world of fashion and the atmosphere of Paris!

Even more fashion brands!

Are you excited about luxury brands and designers like Longchamp and want to get to know more brands? Then check out our fashion brand guide here and get to know the top fashion brands in the world.

Fashion brands from A-Z

Which brands are hot right now? What is the most popular fashion brand? Which brands are there for women, which for men? Dior, Gucci, Givenchy, Hermès, Prada, Chanel & Co are brands known to almost everyone. But what is actually behind them? These and many other brands have changed the history of fashion. Here you can find out which brands are among the top fashion brands in the world. Sorted by A to Z, you can pick out exactly your favorite brands or maybe get to know a few new ones.

• Fashion brands from A-Z

Fashion brands with L

Louis Vuitton, Louboutin and Lacoste are some of the many fashion brands that start with L. With the mass of fashion brands that exist worldwide, it is easy to lose track of them. To give you a good overview of the brands, we have sorted them into a list according to the alphabet.

• Fashion brands with L

The creation of the fashion label Ted Baker

Ray Kelvin once made a name for himself in 1988 as a shirt specialist. Humor has always been Ray’s greatest strength. The designer also created his fashion then and now according to this motto. This is reflected in the magnificent patterns of his designer pieces and in his store concept at that time. Nowadays, the colorful bags and flowery dresses are what you would imagine under the brand Ted Baker. In the past, Ray was known for something completely different. After his first store offered a laundry service for every shirt he bought, people began to notice him. No Ordinary Designer Label’, they called Ray’s shirt brand. Customers always liked to go to the designer because his personality was part of the business. Ray opened his first store in Glasgow, Scotland, closely followed by King Street, Manchester and the Nottingham Exchange Arcade. Ray also had an eye for quality from the beginning, which is why he showed a great attention to detail. And it was worth it! Although the then 33-year-old had never believed that his label would ever become so famous, he quickly felt his success and became one of the leading lifestyle brands in the UK.

Ted Baker: The ‘No Ordinary Designer Label

But why did Ray christen his fashion label with the name Ted Baker? Ray first heard the name Ted Baker in a conversation. Since he was not sure at the beginning of his label that this would not be a total flop, he decided to keep his own name out of the brand. The designer saw this name as his personal, made-up alter-ego and thought it was appropriate. And all this came about during a fishing trip!

Visit Ted Baker’s official store: https://www.tedbaker.com/de/Damen/c/category_womens

https://www.instagram.com/p/CFHAVpgAIWo/?utm_source=ig_web_copy_link

An idea becomes a success story

Here you will find a chronological overview of Ray Kelvin’s successes, from the beginning to the year 2000:

• 1987: The idea for a global brand came to Ray while fishing.
• 1988: Opening of the first store in Glasgow, closely followed by King Street, Manchester and Nottingham Exchange Arcade.
• 1990: The first store in London is opened in Covent Garden and the company is taken over completely by Goldberg and Sons
• 1992: The Blue Baker collection is launched.
• 1993: Further stores are opened in Soho, London, the Victoria Quarter in Leeds and Bridlesmith Gate in Nottingham Ted Baker becomes a private company.
• 1994: Start of wholesale business in the United Kingdom. A further store in Liverpool’s Button Street opens its doors.
• 1995: The Ted Baker Woman and Ted Baker Lite collections are launched.
• 1996: Start of the wholesale business in the USA on the occasion of the Magic 1996 Trade Festival and launch of the Teddy Boy collection.
• 1997: Ted Baker becomes a publicly traded company and operates under the trade name ‘No Ordinary Designer Label Limited’. The stores in Liverpool and Glasgow are expanded and
• renovated.
• 1998: Opening of the very first independent store on American soil in New York and www.tedbaker.co.uk goes online for the first time. The launch of Skinwear and the underwear collectioncompleted the year.
• 1999: The Endurance Suit is designed and a new women’s fragrance is introduced. The online store records its first sales. A women’s clothing store is opened in Manchester Triangle Centre, a store in Bluewater and the first store in Stockholm.
• 2000: Launch of the Ted Baker shoe collection and the Teddy Girl collection. Move to The Ugly Brown Building and signing of the licensing agreement with Hartmarx Corp in the USA.
• Opening of the largest Ted Baker store in Birmingham and new stores in Richmond, Canary Wharf and King’s Road in London.

Ray’s unique marketing strategy

Advertising via television or posters? Ted Baker used nothing of the sort to promote his products. Word of mouth, that was the key to Ray’s marketing strategy. So there were original concepts and giveaways that made people aware of Ted Baker. Since this strategy was not common at that time, the brand name spread rapidly. The awarding of “Paxo Stuffing” at Christmas, chocolate bunnies at Easter or in 2006 special World Cup soccer tickets ensured Ted Baker’s success. Without a single advertising campaign, the designer managed to develop into an international fashion label.

Watch Ted Baker’s commercial about her party collection:

33 years of Ted Bakers: The assortment today

Today the brand offers a wide range of collections, including Men’s and women’s apparel, Global, Endurance, Pashion, Langley, accessories, fragrances, skinwear, shoes, eyewear, cell phone cases and watches. The designer’s British collection is mainly known for its original look. Large floral patterns, frills, pleats, bows and flounces set the stage for the unique products. Extravagant, timeless and classic – with Ted Baker you will stand out!

Here you can find some of the most popular products of the brand:

• Ted Baker Shopper: https://www.tedbaker.com/uk/Womens/Accessories/Bags/GABYCON-Bow-detail-icon-bag-Duskby-Pink/p/229320-DUSKY-PINK
• Ted Baker sneakers: https://www.tedbaker.com/de/Damen/Accessoires/Schuhe/Sneakers-fr-Damen/PIIXIE-Snake-effect-leather-platform-trainers-Wei/p/244060-WHITE
• Ted Baker Flower Dress: https://www.tedbaker.com/de/Damen/Kleidung/Kleider/NOLLA-Elderflower-V-neck-skater-dress-Wei/p/243758-WHITE
• Ted Baker sunglasses: https://www.tedbaker.com/de/Damen/Accessoires/Sonnenbrillen/MIINAA-Mittelgroe-runde-Sonnenbrille-Schildpatt/p/244505-TRTOISHELL
• Ted Baker Watch: https://www.tedbaker.com/de/Damen/Accessoires/Uhren/FITZYIA-Uhr-mit-floralem-Zifferblatt-und-Lederarmband-Hellrosa/p/245390-LT-PINK
• Ted Baker cosmetic bag: https://www.tedbaker.com/de/Damen/Outlet/Accessoires/Gifts/CAHIRA-Kosmetiktasche-mit-Schleifendetail-Schwarz/p/150966-BLACK

Ethical principles of the brand

Three important principles determine the label today. First, Ted Baker is very respectful of its impact on the environment. By reducing production waste or managing sustainable packaging and transportation, they contribute greatly to improving the environment. The well-being of the employees and the customers is also a priority. Last but not least, Ted Baker tries to focus on the sustainability of its products, which is why quality is paramount in order to increase the lifetime of all products. Do you think the brand keeps its promises?

https://www.youtube.com/watch?v=-_V281czFZo

Ray Kelvin’s resignation after harassment allegations

Hugs and ear massages: Many of his employees accused this behavior in 2019. CEO Ray Kelvin is said to have hugged employees against their will, as well as urged them to sit on his knees and have their ears massaged.  The 62-year-old did not confirm these accusations. Despite all of this, he resigned from his position as CEO with immediate effect, after numerous media outlets demanded Ray’s resignation. COO Lindsay Page, is to continue to run the company in his place. But what exactly is the truth of the accusations?

“I’ve decided it’s the right step to leave Ted to allow the company to focus on being the outstanding brand it is. So it can face 2019 with fresh energy and a new spirit”.

Ray Kelvin has always been a mystery. At official photo events, the inventor of the fashion label liked to keep a hat or even a shoe in front of his face to stay in the background as much as possible. There are also no interviews with the designer, which underlines his anonymity. And no wonder, hardly anyone knows that behind the luxury brand hides this somewhat quirky guy. His sense of humor also shaped his success story, but in the end he was accused of harassment. According to him, hugs have probably always been part of the corporate culture. But they were never imposed, he says.

What does the brand’s future look like?

After inventor Ray Kelvin left the company, he stayed out of the spotlight for a while. Lindsay Page, the company’s new CEO, now has power over the fashion label. But what happens to the brand now? Shortly after the accusations about Ray’s misconduct, the company’s stock fell sharply. The share price already dropped from GBP 32 (EUR 35.4) per share in March 2019 to GBP 18 (EUR 19.9). At the close of trading, the value was below GBP 15 (EUR 16.6). However, the figures recovered again after the scandal was slowly forgotten.