If you’ve never heard of Goyard, that’s kind of the point. Goyard is what happens when luxury brands go full stealth mode: no e-commerce, no influencers, no logos (at least not ones you can name). It’s the brand for people who already own Hermès… and are now trying to disappear into a higher tax bracket 😉
This chart from Quartr shows two things: (1) resale value and (2) a social class heatmap. At the bottom, you’ve got the brands that scream for attention (hello, Valentino 👀), and at the top? The brands that whisper “if you know, you know” while holding a $10,000 tote made of family inheritance and legacy connections.
Meanwhile, somewhere in the middle sits Dior, where resale dreams go to die slowly at 70%. Because nothing says “mid” like spending $4,000 on a bag and watching it depreciate like a used Audi (ouch 😅)
Goyard is winning the game of being above the game. Their strategy shows two things:
1/ luxury isn’t about logos anymore
2/ luxury is about stories you can’t Google.
Source: https://x.com/Quartr_App/status/1942858118347522053
