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Shh! Why so few people know about Goyard, the favourite brand of the world’s richest people

Travel trunks created by the French luxury fashion brand, Goyard – which rarely advertises its products – which can range in price from about US$10,000 to nearly US$60,000, for one of its 19th-century-style versions. Photo: Instagram @goyardofficial
Travel trunks created by the French luxury fashion brand, Goyard – which rarely advertises its products – which can range in price from about US$10,000 to nearly US$60,000, for one of its 19th-century-style versions. Photo: Instagram @goyardofficial
Fashion

It shuns advertising – preferring silence, or whispering softly in someone’s ears because it’s more elegant and efficient than screaming

Louis Vuitton and Hermès who?

These iconic luxury brands may have well-established reputations, but in the world of the elite, they’ve got nothing on Goyard.

The name of this two-century-old Parisian brand may not ring a bell the way other luxury fashion houses do, but Goyard’s elusiveness is exactly what makes it the ultimate status symbol among the world’s wealthiest people.

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Goyard’s prime press strategy is silence.

It forgoes any advertising, e-commerce and celebrity endorsements.

The company rarely grants interviews and very occasionally makes products available to the mass market.

Yet it turns out that this lips-are-sealed tactic is the best way to build buzz.

 

“Luxury is a dream and revealing too much of what goes on behind the scenes would spoil the magic,” a representative for the House of Goyard told Hypebeast last year.