Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. Harvard Business School professor Jill Avery discusses her case, “Longchamp” regarding the balancing act of cherishing the heritage of an established brand against the need to look forward and grow in the face of a rapidly changing industry.
