Jing Daily hosts breakfast at The Peninsula Shanghai: Longchamp’s China play

Independent luxury brands can leverage their freedom from outside capital to build deeper emotional bonds with Gen Z consumers, according to Josephine Liang, China President of Longchamp, speaking at a Jing Daily breakfast on November 28 at The Peninsula Shanghai. Drawing on the French maison’s family ownership structure, Liang explained how Longchamp recalibrated its China strategy in the post-pandemic years. The brand’s independence — free from external investors — allowed it to stay nimble during market uncertainty and shift from positioning itself as a premium leather goods maker toward becoming what she described as a “long-term companion” for consumers. Liang illustrated Longchamp’s broad appeal by describing a scene at an airport terminal: the brand appears across all cabin classes, from business to economy, making it what she called “a distinctive marker in everyone's journey.” To engage younger Chinese consumers, Longchamp has deployed a series of immersive brand experiences. These include the French-campus-inspired “Longchamp University” collection launch, the nature-focused “Longchamp Vegetable Garden” pop-up in Shanghai’s Zhongshan Park, the community-centered “La Maison de Famille Longchamp” on Wukang Road, and the upcoming “Longchamp Ice Rink” on the Bund. Emotional connection a priority These experiential touchpoints aim to create emotional connections beyond consumption, Liang said, reinforcing the brand’s commitment to co-creating value with a new generation. Longchamp also uses personalized services and collaborations with emerging artists to enrich its product storytelling. Liang reflected on how the market has shifted over three decades: where logo worship once dominated and the brand’s understated aesthetic faced challenges, today’s young consumers choose Longchamp not for conspicuous symbols but for style, attitude, and appreciation of craftsmanship. This evolution — from signaling status to expressing self — demonstrates how Longchamp’s design philosophy aligns with contemporary consumer sensibilities. The breakfast convened industry veterans from fashion, art, and brand strategy, with attendees from Authentic Brands Group, OTB, Neiwai, and JD.com. The session centered on a question increasingly urgent for brands: in a digital environment that reduces interactions to transactions, how can brands engage young audiences deeply enough to build trust that outlasts a single purchase? The gathering followed Jing Daily’s October breakfast at The Peninsula London.

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Jing Daily hosts breakfast at The Peninsula Shanghai: Longchamp’s China play