Last week, Chavie Lieber of Racked interviewed me for an in-depth look at the cult of Goyard. It’s a brand unlike any other we cover; even Hermès, in all of its tradition and conservatism, still debuts seasonal collections at Paris Fashion Week, sells a portion of its product line on its website and has boutiques in all the world’s major luxury markets. Goyard, on the other hand, does none of that, but it retains an ardent following and seems to attract new, younger customers, despite no advertising, an extremely limited retail presence and as little interaction with the media as you could imagine. What gives?
When Lieber asked me why I thought Goyard continued to attract customers despite its general rejection of all commonly used methods of doing exactly that, I balked. Having never found any of Goyard’s bags particularly compelling, it’s not a question I could answer from personal experience with my own shopping urges, and it’s not one I’ve ever seen Goyard’s loyal horde of customers discuss in any detail. If you’re a loyal Goyard fan, we want to hear from you.
What first attracted you to Goyard’s products, and how did you learn about the brand? Goyard’s website proudly proclaims that it doesn’t make seasonal products, so how does the brand hold your interest? Does celebrity affection for the brand, particularly the lightweight St. Louis totes, help or hinder your love for Goyard? Do you wish that the brand provided more variety, or is the brand’s ultra-traditional approach and distaste for the spotlight part of the magic?