Brand Tone

Elegant & Sophisticated, Modern & Fresh, Practical & Functional, Approachable Luxury, Playful & Energetic

Brand Values

• •Craftsmanship & Quality
• •French Heritage & Parisian Chic
• •Innovation
• •Functionality & Practicality
• •Timelessness
• •Customer Centricity/Emotional Connection
• •Sustainability/Social Responsibility

Best Practices

• •Embrace Parisian Sophistication with a Touch of Warmth: While maintaining an elegant and sophisticated tone, ensure the language feels inviting and relatable to the Indonesian audience. Use words like "chic," "elegant," "timeless," but also "effortless," "your companion," "vibrant."
• •Highlight Practicality and Versatility: Consistently weave in the functional benefits, especially for key products like Le Pliage. Use phrases that speak to everyday use, travel convenience, and adaptability ("perfect for a busy day," "your go-to for travel," "adapts to your lifestyle").
• •Incorporate French Heritage Subtly: Referencing "Parisian artisans," "French craftsmanship," or "Maison Longchamp" reinforces brand identity without being overwhelming.
• •Stay Modern and Energetic: Reflect the brand's innovative side by using active language and highlighting new collections or sustainability efforts. Use words like "dynamic," "fresh," "innovative," "reimagined."
• •Maintain Clarity and Authenticity: Ensure messaging is clear, straightforward, and honest, particularly when discussing materials, craftsmanship, and brand values like sustainability. This builds trust, which is crucial in a market with counterfeit concerns.

Social Perception

Highly Desirable & Iconic, Good Value for a Luxury Item, Versatile & Practical, Status Symbol (Accessible Luxury), Associated with Parisian Elegance, Concerns about Authenticity, Positive Engagement with Local Events

Copy Examples

• •Headline: Parisian Flair, Jakarta Pace. Your Longchamp, Your Story. Body: From a busy day at the office to a weekend escape, carry elegance and practicality. Discover the iconic Le Pliage, reimagined for your dynamic life. #LongchampIndonesia #LePliageStory
• •Headline: The Art of Fold: Timeless Design, Effortless Style. Body: Longchamp’s Le Pliage isn't just a bag; it's a companion. Lightweight, durable, and effortlessly chic. Fold it, pack it, love it. Find your perfect shade at longchamp.co.id. #LongchampParisianStyle #MyPliage
• •Headline: Sustainable Sophistication: Meet Le Pliage Green. Body: Embrace eco-conscious elegance. Our Le Pliage Green collection is crafted from recycled materials, because true style cares for tomorrow. Kind to the planet, chic on your arm. #LongchampGreen #SustainableLuxuryID
• •Headline: Jakarta’s Must-Have: More Than a Bag, It’s a Longchamp. Body: Join the ranks of discerning individuals who choose Longchamp for its blend of French craftsmanship and modern versatility. What will your Longchamp carry today? #LongchampJakarta #IconicEssentials
• •Headline: Effortless Journeys Start with Longchamp. Body: Whether it's your daily commute or an exciting adventure, our collection is designed for life in motion. Experience the perfect blend of lightweight design and lasting quality. Shop now and enjoy delivery across Indonesia. #LongchampTravels #ParisianElegance