The leather is a phenomenal growth vector for a brand

There was the "Kelly". Will there now "Charlotte" If the Darel family dreams of a career as brilliant as the cult of Hermes bag for the talented newest of its collection, hard to say yet if its draped besace pass to posterity. For a year, he Struts to the arm of all the attached to press Paris or the guidelines of pub. He also became the fetish "Binder" for adolescent girls who display out of the great Parisian schools. If the number of sold bags remains a secret - "this would kill the magic", consider the leaders-, the only indication given for the year-end holiday period. Each Darel shop to have sold 20 copies per day on average! Mile a less official estimate. What to allow sales to continue growth in double digits, to finish the year 2005 to 123.5 million euros. "We created the bag summer 2004 without accompany him by any communication.". It was right on the photos of the post-Cairo, placed at the foot of Charlotte Gainsbourg. "As soon as he got out, the press began to claim", is still surprised Laurent Darel, leader and son of the founding couple of the claw. History is part of a lineage of success for this discrete marks which, although absent from catwalks of ready-to-wear fashion shows, double size every five years.

Stingy confidences, Darel home owners work their brand. An image taken by the representational since Darel son had the idea in 1996 to buy the famous necklace in glass beads black of Jackie Kennedy at Sotheby's. "It was when she met Charles de Gaulle", said Laurent Darel. Therefore, the House will use the reference to the Jackie Kennedy style for all its advertising campaigns.

Winter 2003: a new history begins with Charlotte Gainsbourg. By choosing this "casual chic Parisienne", the claw is gaining in modernity and seduced a generation of young women who were never entered in its shops. A sans-faute: "the mark was the danger of locking into the image of Jackie Kennedy." "They had reason to rely on a personality both loving and young," judge Jean-Marc Lehu, Professor of marketing at the Sorbonne. A true martingale which is a brand reference too mode or too classic. Everything simply timeless and modern.

Fashion travel

Organization and management, the society remains very family: the son manages the case, his mother Danielle designs the collections with stylists House. Everything is done in-house: no purchase of book trends to determine what will be the color of the following year. Designers travel, "is airing", to provide an outside look. Manufacturing is done in Italy, France and in the countries of the East but very little in China. The mark rises in line with the introduction of the cashmere, leather or 689,000 skins. With his collar and her bag, she succeeds entered the field of the accessory... "The leather is a phenomenal growth vector for a brand." "It's especially an essential element to grow internationally," said David Maruani, Director-General. Result: with its besace to cord, Darel, who had never crossed the Atlantic, was a place at Bergdorf Goodman, New York stores the most luxurious. Darel sleeps so now the largest, Dior, Chanel, Gucci, without display or logo or initial. "Our prices do not go up", promise the leaders who prefer to play materials to climb the labels. If the basic rest-230 euros model, in python, crocodile, or varnish leather sacks can reach 750 euros. After pockets plated on the sides of last winter, coves in metal chains are appearing this summer. In variant and the details and the color palette, mark hopes to fill the appetite of collectors more spending.

Fifty in France and five abroad, in addition to the multi-brand dealers.