The Interview: Longchamp UK MD Stephanie Azan on driving growth and engaging the next generation

Longchamp has carved out a distinctive space at the intersection of accessible luxury, and it’s no surprise that the French brand continues to win over customers.

As I sit here writing this, I can’t remember the last time I went out and didn’t see at least one person carrying a Longchamp bag - usually, there are several. While much of the luxury sector is grappling with slower growth and more cautious spending, Longchamp seems to be defying the trend. The brand’s sweet spot - premium and aspirational, yet still accessible - has clearly resonated with consumers, who can’t seem to get enough.

In this exclusive interview with TheIndustry.fashion, UK & Ireland Managing Director Stephanie Azan shares the key strategies driving Longchamp’s success in a competitive market. She also discusses the opportunities and challenges shaping the luxury industry, the growing appeal of Longchamp among younger consumers - particularly through the bestselling Le Pliage bag - and outlines her ambitions for the brand in the UK.

Azan joined Longchamp in October 2024, bringing experience from senior leadership roles including General Manager UK at Byredo, Global Retail Director at Caudalie, and Head of Retail at Kiko Milano. She credits this background with shaping her strategic vision for Longchamp.

"My ability to switch seamlessly between operational and strategic positions has been invaluable," she tells TheIndustry.fashion. "It has allowed me to develop a hands-on understanding of day-to-day store management while thinking long-term about growth and innovation. This balance helps me make informed decisions that are both practical and aligned with the broader vision of Longchamp."

Now, more than a year into her role, Azan cites one of her proudest accomplishments as fostering a collaborative culture that bridges the gaps between retail, head office and other departments. "Having worked across diverse cultural environments has equipped me with the skills to navigate and respect different cultural nuances," she explains.

"This experience is crucial at Longchamp. By encouraging open communication and shared goals, we’ve created a more cohesive team that works seamlessly together, driving stronger alignment and efficiency throughout the organisation."

Another significant milestone has been guiding Longchamp’s strategic shift toward a direct-to-consumer (D2C) model, both online and offline. "This has enhanced our ability to engage customers directly, positioning Longchamp for sustainable growth in a rapidly evolving market," Azan continues.

"It allows us to build closer relationships with our customers, deliver a seamless and personalised shopping experience, and retain greater control over our brand image. By investing in our own stores and e-commerce platforms, we can respond faster to market trends and customer needs, strengthening Longchamp’s presence and loyalty in the market."

And the luxury sector today is not without its challenges. Many major brands have succumbed to the pressures of the current landscape - from rising costs to shifting consumer behaviours. Yet Azan believes Longchamp’s position is uniquely resilient, thanks to three key strengths.

"Firstly, as an independent family-owned company, we have the agility and resilience to adapt quickly and thoughtfully through challenging economic conditions," she explains. "Secondly, our strong positioning allows us to build lasting trust by fully committing to our brand values and delivering consistently excellent craftsmanship.

"Finally, the versatility of our brand image gives us the flexibility to innovate while staying true to our identity. These strengths ensure Longchamp remains fresh and appealing to a broad audience, while staying relevant in a changing market."

In the UK, Longchamp has strengthened its presence by elevating the brand through heritage and distinctive brand pillars. "At Longchamp, we’re proud to share a truly distinctive family story, one that sets us apart in the world of luxury through our independence and heritage," Azan insists.

"This deeply rooted identity resonates strongly with our UK customers, who seek a genuine connection with a brand that goes beyond passing trends. From the outset, we have woven our family values into every layer of the business, from our training programmes to the in-store experience."

Additionally, Longchamp leverages the strength of its collections alongside a "dynamic" communications strategy to maintain and expand its market presence. "From collaborating with VIP brand partners and building a strong influencer network, to hosting immersive and engaging events, every initiative is thoughtfully curated to keep Longchamp front of mind for both existing and prospective clients," adds Azan.

It comes as the UK luxury customer profile has evolved significantly in recent years, as Azan reflects on the factors driving this shift and how Longchamp is responding.

"We've observed a clear evolution in the motivations of the UK luxury customer," she reveals. "While trends continue to influence purchasing behaviour, today's luxury consumer is increasingly driven by a desire for timelessness, craftsmanship, and longevity. This reflects a more considered, conscious approach to luxury where authenticity and quality speaks to our customer.

To meet this shift, Longchamp emphasises collections such as Le Roseau and Le Foulonné, which embody these values - resonating with modern customers seeking pieces that elevate daily style while standing the test of time.

Notably, younger consumers are increasingly engaging with the brand, driven in part by the enduring popularity of bestselling bags like Le Pliage, and they are helping to shape its strategy.

"In the UK, we remain focused on engaging the next generation of clients, especially through our communications and digital presence. Our strategy places a strong emphasis on leveraging Longchamp’s unique brand pillars, ensuring they resonate with younger audiences who value authenticity, purpose, and innovation," says Azan.

This next generation also inspires Longchamp’s commitment to environmental responsibility and meaningful change. As digital natives seek immersive, shareable experiences in physical retail, Longchamp is doubling down on experiential brand activations.

"It’s exciting to see how the values of our Maison naturally align with the evolving mindset of this new generation," she adds. "We’re planning even more dynamic and engaging brand experiences this year and beyond bringing the spirit of Longchamp to life in ways that speak directly to the next generation."

Those brand experiences are omnichannel. With customer expectations rising across both digital and physical spaces, Longchamp wants to ensure a consistent experience across its online and in-store channels.

"We remain agile and responsive to the evolving needs of our clients both in-store and online to stay competitive in the ever-changing luxury landscape. Our digital presence at Longchamp.com delivers a seamless and elevated shopping experience, now complemented by enhanced shipping options that offer greater convenience, whether customers choose home delivery or in-store collection," Azan highlights.

Central to this success is Longchamp’s people. "Training and development are essential to ensuring every retail touchpoint meets the high expectations of our clients. Each guest is welcomed into our stores as if stepping into a Parisian apartment, greeted warmly by a knowledgeable and friendly team member. Whether browsing online or walking into one of our boutiques, the essence of Longchamp where fashion meets family is ever-present," Azan continues.

Looking ahead, Azan identifies key trends shaping the future of luxury. "One trend is the growing demand for immersive, experience-driven retail. Clients, especially the next generation, are seeking deeper, more meaningful connections with the brands they love," she says. "In the UK, we're seeing this shift firsthand as customers expect more than just high-quality products; they want a full brand experience. We’re responding by creating environments that bring our brand to life beyond our iconic products."

She also highlights the central role of creativity, adding: "Creativity lies at the very heart of any successful fashion brand, it must be the driving force behind everything we do. For a brand to stand out, its creative expression needs to be recognisable, unexpected, and true to its identity. This means delivering designs and experiences that surprise and delight customers while staying authentic to the brand’s heritage and values.

"In today’s fast-evolving market, maintaining this balance is both an opportunity and a challenge. Creativity not only fuels innovation but also ensures the brand remains relevant and distinctive, resonating with the target audience, reinforcing desirability and relevance amid growing competition and shifting consumer expectations. Creativity captures attention, builds loyalty, and ultimately defines a brand’s position in the luxury landscape."

Building on this foundation, Azan outlines her long-term ambitions for Longchamp in the UK. "Our ambitions focus on strengthening the brand’s presence as a desirable French fashion house. I aim to grow awareness by highlighting our commitment to innovative, quality craftsmanship and responsible practices, which resonate strongly with today’s conscious consumers.

"Equally important is building long-lasting relationships with our customers. By offering exceptional services and curated events that go beyond the point of sale, we aim to build loyalty and ensure customers feel valued and connected to the brand over the long term. Consistently providing personalised attention and meaningful experiences allows us to translate creativity and innovation into lasting brand affinity."