Hey there! In this article, we answer all your burning questions about the brand, including: How much is a Goyard tote? What’s so special about Goyard? Is it worth the investment?
Goyard is a brand that knows how to be mysterious.
The luxury label has carved a cult following thanks to the exclusivity that surrounds it (it doesn’t market its products for fear of risking its high-end reputation).
Despite shunning traditional marketing tactics, fashion aficionados across the globe can’t get enough of Goyard and its extremely high price tags.
First up: A brief history of the Goyard brand.
Goyard: Where it all began
The origins of Goyard date all the way back to 1792.
It started out as a malletier, founded by Frenchman, Pierre-Francois Martin, and was originally called the “House of Martin.”
The brand specialized in manufacturing luxury travel luggage and boxes, and became known for the premium quality of its leather goods and craftsmanship.
Part of its lasting appeal is due to the traditional “marquage à la main” technique it uses, which involves hand-painting the Goyard logo onto the products for a one-of-a-kind look.
In 1845, Francois Goyard began an apprenticeship with the atelier, receiving training and mentorship from Martin and the then-head of the company, Louis-Henri Morel.
When Morel passed away in 1852, Goyard stepped in, and the company was renamed “The House of Goyard.”
Francois Goyard took his new role seriously and ensured that every step of the manufacturing process was to the highest standards.
He held his position as head of the company for 32 years, and it’s thanks to this attention to detail that Goyard has maintained its reputation for excellence.
When Goyard’s grandson, Edmond, took control of the company in 1885, the name changed to E. Goyard Aîné.
Edmond continued in his grandfather’s footsteps, keeping the Goyard alive.
His first step was to branch out and begin to offer handbags and accessories as well as luggage.
He was also the brainchild behind opening the famous Goyard store on Rue Saint-Honoré in Paris (one of the world’s most iconic places for fashion), which attracted a new international clientele.
Goyard launched the “Chic du Chien” (“Pet Chic”) range in 1890, and it was an instant hit.
Dogs, cats, and even monkeys all over Paris and beyond were dressed up in velvet overcoats, ruffle collars, and extravagant leashes.
This led to Edmond Goyard opening “Le Chic du Chien” in 2008, a boutique dedicated to pet couture.
It was thanks to this innovation and exquisite craftsmanship that the brand formed close ties with the international nobility, becoming the official purveyor of Royal families in Britain and Russia.
Goyard is still a favorite amongst celebrities, heads of state, and other leading public figures.
1892 was an exciting year for Goyard because Edmond created the much-famed Goyardine canvas.
This canvas has become iconic for its dotted pattern (which references Goyard’s ancestors).
Goyard signed the canvas in white, becoming the first trunk maker to include his signature or name on a canvas.
Goyard saw another big change in 1998 when Jean-Michel Goyard purchased the company.
However, the history behind this dates back to 1974 when he spotted a vintage Goyard trunk in an antique store and had to buy it.
This purchase sparked an interest in the history and heritage of the brand, prompting him to buy the House of Goyard.
Jean-Michel Goyard made the monumental decision to forego marketing and mass production and instead opted to re-establish it as an exclusive brand known for its craftsmanship and connections with the upper echelon of society.
The rest is history.
How Much is a Goyard Tote?
The cost of a Goyard bag can vary, depending on the style, materials, and level of customization.
That said, you can expect to pay anywhere between $500 for a basic tote of shoulder bag and $5000 for a limited edition or custom piece.
The Range of Goyard Totes
Whether you’re thinking about investing in a Goyard tote or just intrigued about how they developed such a cult celebrity following, this section should pique your interest.
We’ve listed six of the best-selling Goyard totes in order of price (from most to least expensive).
1. The Vendôme Mini
The first handbag on our list is not strictly a tote, but it does come with a strap, so you can wear it in different ways.
The Vendôme Mini bag gets its name from Place Vendôme, which is one of the most picturesque squares in Paris.
The bag is crafted from Goyardine canvas and Chevroches calfskin for a luxurious finish. We love the timeless structured elegance.
The Vendôme Mini bag costs $3000.
2. Goyard Anjou PM Bag
Goyard’s Anjou bag is one of the brand’s top sellers, thanks to its classic design. The bag is a reference to the Duke of Anjou, who was the younger brother of Saint Louis. This is a clever nod to the fact that the Anjou PM bag is the leather version of another bag on this list, the Saint Louis.
You can choose from eleven different colors, each one lined with the Goyardine canvas, and it’s roomy enough to fit all your essential everyday items. The thick leather handles make this super comfortable to carry, and of course, effortlessly chic.
This bag retails for $2,035.
3. The Isabelle Bag
In French nobility, Isabelle was the sister of Saint Louis. Similarly, Goyard’s Isabelle bag is related to the Saint Louis bag in terms of style.
However, this bag is a little edgier and more modern than the classic Saint Louis. It comes in eleven bold colors and prints, including the Goyardine canvas.
Despite being the cooler younger sister, the Isabelle bag is actually incredibly functional. It has three compartments and a central magnetic pocket. There’s also a removable pocket, which is perfect for traveling.
The price tag for this Goyard tote is $1,900.
4. The Bellechasse Biaude Bag
The Bellechasse Biaude bag is the perfect work bag, with enough space to fit A4 documents and all your office essentials. Plus, the biaude cover protects the bag from the elements, keeping important papers and valuables safe.
The inspiration behind this bag comes from a wine lover who lived on rue de Bellechasse in Paris. He wanted a strong (and stylish) bag to tote his favorite wines from the cellar to the kitchen, and so the Bellechasse Biaude PM bag was born.
The bag comes in a choice of eleven bold colors, but we love the classic two-tone brown and black version. You can expect to pay between $1,700 and $1,800 for this bag.
5. The Artois MM Bag
In French history, Count Artois was Saint Louis’s younger brother. And that’s what this bag is – the little brother of Goyard’s iconic Saint Louis bag.
Made from canvas and calfskin leather, the Artois MM has four leather corners, a zip closure, and a floating pocket inside to stash your valuables.
It has a simple finish, but the detailing is Goyard’s signature high standard. Available in eleven bright solid colors or prints, you can expect to pay $1,400 for this bag.
6. The Saint Louis GM Tote Bag
We’ve already referenced this bag several times so far, and that’s because it’s the original. It was originally designed as a beach bag and is lightweight and completely reversible. One side has a solid color, and the other has the Goyardine canvas.
The name comes from King Louis IX of France.
You can fit all your must-have bits and bobs in this tote, whether you’re heading to the beach or the office. The leather handles are sturdy and comfortable, and there’s a removable inside pocket, which is handy for traveling.
This bag is much-loved by celebrities and will set you back around $1,200.
Factors Affecting the Price
There’s a reason (or several) behind the high price tag of Goyard totes, but before we get into that, we should first mention how the bags are priced.
It’s important to note that there is no set price for Goyard bags, meaning the cost can fluctuate depending on the style and materials of the bag in question.
That said, let’s explore why Goyard totes are so expensive.
- Materials and construction: We touched on this earlier, but Goyard uses extremely detailed construction techniques and only the best materials. Naturally, this impacts the cost of the bags.
- Brand prestige: Goyard’s longstanding association with nobility and celebrities has earned it quite the reputation. This allows the premium brand to charge premium prices for its handbags.
- Limited availability: The luxury designer has shunned mass production, and you can only buy a Goyard bag at selected retailers. This creates an air of exclusivity and scarcity, driving up prices.
- Warranty and repair: Goyard handbags are a lifelong investment, especially since the designer offers a repair system. Shoppers can send their bags to Paris or New York City to have them repaired in one of the workshops. It’s also important to note that Goyard doesn’t offer refunds, only store credit.
- High resale value: As we mentioned above, Goyard handbags are for life. Since the brand’s bags have a high resale value, they make a great heirloom piece or second-hand purchase.
- Customization: Goyard customers can design their own marquage for a completely tailored handbag with the brand’s trademark craftsmanship. You can choose from an array of font colors, symbols, and pictures to make your bag even more exclusive.
Goyard vs. Other Luxury Brands
Whether you’re a die-hard Goyard fan looking for similar brands or you’re simply on the lookout for a more affordable alternative, this section is for you.
We’ve compiled a list of three great designer alternatives for Goyard.
1. Coach Reversible City Tote
At just $289, this beautiful reversible tote bag from Coach is a much more affordable alternative to Goyard.
It’s made from coated canvas, so it’s durable to weather even the longest day. One side has the Coach signature canvas, and the other has a solid color.
It’s roomy enough for all your essentials, and there’s a removable pouch to keep your valuables in.
The design is chic and functional, just like a Goyard tote.
2. Anya Hindmarch ‘I Am A Plastic Bag’ Tote
If you’re looking for an iconic tote bag, then search no further. This Anya Hindmarch tote is made from recycled canvas, so it’s perfect for all you eco-warriors out there.
It’s spacious enough for all your must-have items, and there’s a zipper pocket and a card slot inside to stash your valuables.
The design is great, featuring the brand’s signature monogram – you’d never know it’s made from recycled plastic!
This tote costs around $1,000, making it a more affordable alternative to a Goyard.
3. Michael Kors Jodie Large Logo Jacquard Tote
Michael Kors is an incredible and accessible designer brand that offers all the style of a luxury brand without the expensive price tag.
The Jodie Jacquard tote is the perfect everyday bag and costs just $120. It comes in three colors (army green, blush pink, and merlot), all of which feature the iconic Michael Kors monogram.
Wrapping Up
From Karl Lagerfeld to the Duke and Duchess of Windsor, Goyard handbags have been adorning the shoulders of royalty and celebrities alike for over a century.
This is largely down to the superb craftsmanship, premium materials, and air of exclusivity that surrounds the brand.
A Goyard bag may come with a hefty price tag, but the quality and prestige that the brand delivers make it a worthwhile investment.
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