In Brief

Reveries reports on the success of French boutique fashion brand Goyard that spends exactly zero on advertising and employs no well-known designers. Nevertheless, sales at its Paris boutique last year soared 90 percent, to $4.81 million.

Reveries reports on the success of French boutique fashion brand Goyard that spends exactly zero on advertising and employs no well-known designers. Nevertheless, sales at its Paris boutique last year soared 90 percent, to $4.81 million. Reveries says:

Instead of ads, Goyard “tries to provide customers with personalized service,” such as monograms or special stripes. “You feel a kind of authorship in the process,” says Linda Fargo, svp at Neiman Marcus. Adding to the allure, Goyard will only include “its crown symbol” for those who can prove they are of “royal lineage.” Perhaps most of all, Goyard benefits from “the nascent consumer backlash for omnipresent brands,” like Prada, Louis Vuitton, Dior and Gucci, which “collectively spent $74.3 million on ads in the first nine months of the year, up 33 percent from the same period five years ago, according to Neilsen Monitor-Plus.”

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