In fact, two out of 19 Goyard retailers are located in China, but housed inside sparkling new shopping centres. With part of the appeal of the brand lying in its summoning up of the “golden age” of travel, purchasing Goyard products in one of its stores in Paris (the home of the original shop) or London (the first European store outside France) allows customers to experience part of the lifestyle of European grandeur upon which the brand was predicated.
Aisha, a teenager from Kuwait, was there partly for the experience, too. “This is the second Goyard product I’ve bought,” she said of the Yves Klein blue clutch bag she left the store with (which retails at about £700). “But the first time to come to the boutique.”
Luggage does not come more old-school than Goyard. Their website notes that for a custom-built trunk, “everything is possible.” Alongside their classic picnic or gardening trunks are examples of Champagne trunks, polo trunks, caviar trunks. Sir Arthur Conan Doyle set a precedent for workaholics with his custom Goyard office trunk, which folded out into a desk, and featured a bookcase and typewriter.
The brand’s decision to eschew marketing and rely on the draw of exclusivity seems to be paying off. “It’s special,” says one man queueing to exchange a green Saint Louis bag for a clutch in the same colour. “There are too many Louis Vuittons. This is the only Goyard.”