Goyard is a century-old French leather goods family, renowned for its high-end suitcases, bags and leather goods. Compared with other luxury brands, Goyard has always maintained a relatively low-key stance, rarely doing advertising and focusing on exclusivity. However, it has successfully become a well-known luxury brand.
In an era of Logo proliferation, Goyard has established a unique identity code in a low-key manner – not following trends, not deliberately showing off, but becoming an unspoken consensus among the elite through meticulous craftsmanship and exclusive experiences.
Perhaps when you walk along the street, you will see many elegant men or women carrying a Goyard bag on their shoulders, or at a evening party, you will encounter guests carrying a Goyard tote.
What exactly is the reason that makes Goyard so popular? In this article, we will explore the reasons for the popularity of Goyard and which Goyard bag is the most popular?
What is Goyard?
Goyard is a French luxury fashion brand renowned for its hand-painted canvas suitcases, trunks and accessories. It is one of the oldest and most unique leather goods manufacturers in the world, and is often described as more distinctive and understated than brands such as Louis Vuitton or Hermes.
The history of Goyard
In 1853, it was founded by Pierre-Francois Martin in Paris, initially as a trunk-maker and packer. This house was originally named “Maison Martin”.
In 1885, Edmond Goyard, the son of an employee of Martin Company, took over the company and renamed it after his family.
In 1892, the iconic Chevron pattern was created and patented.
In the 20th century, Goyard became a tree trunk manufacturer for royalty, nobility and the super-rich, including the Duke of Windsor and the princes of India.
In 1998: This brand was acquired by the Gobert family, who revitalized the brand and expanded its product line from suitcases to the current iconic handbags, such as the St. Louis tote.
The main features of Goyard
- Chevron pattern: This is Goyard’s most iconic and recognizable signature. The overlapping Y-shaped pattern was hand-painted on the canvas, representing the three sons of the founder, Edmund Goyard. Patterns are not merely decorations; It is a symbol of family and brand heritage.
- Goyardine canvas: Before Louis Vuitton launched its renowned Monogram canvas, Goyard developed its own signature material. Goyardine is a durable, lightweight and waterproof canvas made of a mixture of linen and cotton, with a layer of natural gelatinous resin coated on the surface. It is renowned for its softness and incredibly elastic properties.
- Hand-painting technique: Each iconic pattern is meticulously painted by skilled artisans. This process is very time-consuming and makes a significant contribution to the brand’s high price and exclusivity. No two works are exactly the same because of this artificial touch.
- Personalization: Goyard offers a wide range of personalization through hand-drawn templates. Customers can choose up to three initial letters, one symbol or stripes of various colors to make their products truly unique.
- Discreet and understated luxury: Unlike many luxury brands that prominently display their trademarks, Goyard’s appeal lies in its subtlety. This is a brand that says, “If you knew, you knew.” Its status is recognized by fellow connoisseurs rather than disseminated to the public.
- Exclusivity and scarcity: Goyard deliberately keeps a low profile. It has few boutiques worldwide, does not engage in traditional advertising business, and has very few online businesses. This scarcity and the feeling of a “secret club” enhance its desirability.
Goyard’s products
Goyard’s products are not limited to suitcases, but also include:
- Suitcase: Includes the Joux 6 watch suitcase, which is a modern reinterpretation of the classic design, featuring a padded velvet interior and a security lock mechanism.
- Bags: From the multi-functional St. Louis handbag to the structurally styled Saigon (inspired by travel in the 1930s) and the Vendome handbag renowned for its architectural lines.
- Accessories: Small leather goods, wallets and limited edition collaborations, such as the Jet Black series (2025), which reimagges traditional shapes in monochromatic tones.
- Customized creativity: Tailor suitcases and artworks for discerning customers, combining functionality with custom design.
The market positioning of Goyard
A symbol of understated luxury
Goyard refuses social media promotion and only sells through physical stores. It enjoys an extremely high reputation in the global luxury goods circle by virtue of its word-of-mouth and rarity.
The brand has served the British royal family, the president of the United States, Russian nobles, and even customized drinking bowls for Karl Lagerfeld’s beloved cats, demonstrating the ultimate level of its customized services.
“Global layout”
By 2025, Goyard will have stores in over 30 cities worldwide, covering core business districts in Europe, America and Asia, such as Paris, New York and Tokyo.
In 2025, the limited edition of the Grand Hotel hard luggage and the “Le Jardin Goyard” garden-themed series (including new colors such as iris purple and rose pink) will be launched to continuously consolidate the high-end positioning.
Why is goyard so popular?
The popularity of Goyard, especially its soaring in the 21st century, is a fascinating case in modern luxury marketing.
Goyard’s wide popularity is mainly attributed to its century-old exquisite craftsmanship, signature design elements, personalized customization services and understated luxury brand positioning. These traits jointly shape its unique charm as a top luxury brand.
Exquisite craftsmanship and outstanding quality
- Handcrafting: Goyard adheres to traditional handcrafting techniques. From the construction of poplar wood frames to the inlaying of metal fittings, and then to leather edge wrapping and stitching, every step is meticulously completed by artisans. This ultimate pursuit of craftsmanship ensures the uniqueness and outstanding quality of each product.
- Durable material: Goyard uses a unique Goyardine-coated canvas, which is woven from a blend of linen, cotton and hemp fibers and coated with a smooth gum aldose on the surface. It features water resistance, wear resistance and lightness. For example, the Saint Louis small tote bag weighs only 250 grams but is extremely durable.
- Lifetime after-sales service: Goyard offers lifetime after-sales service for every product sold, which reflects the brand’s ultimate confidence in quality and its long-term commitment to customers.
Iconic design elements
- Y-line canvas: The Y-line canvas, first created by Goyard in 1892, was introduced earlier than LV’s Monogram. The Y-shaped pattern on this canvas is hand-painted one by one by workers. The four-color dots symbolize four kinds of flowers, and the three V-shapes represent the family’s three-generation inheritance. It has extremely high recognition and artistic value.
- Classic styles: Goyard has many classic bag styles, such as Saint Louis tote bag, Saigon Saigon bag, etc. These bag styles are not only simple and fashionable in design, but also versatile in function, suitable for use in various occasions.
Personalized customization service
- Customized patterns and text: Goyard offers personalized customization services. Customers can paint their personal name abbreviations and special meaning patterns on handbags or suitcases. This customized service makes each product a unique limited edition, meeting customers’ pursuit of personalization and uniqueness.
- Exclusive Experience: Goyard’s customized services usually require face-to-face discussions between customers and designers. This exclusive customized experience enhances the emotional connection between customers and the brand.
A brand positioning of understated luxury
Goyard refuses to promote itself through social media. Instead, it enjoys an extremely high reputation in the global luxury goods circle by relying on word-of-mouth and rarity. This low-key marketing strategy has made Goyard the top choice for consumers who pursue quality and uniqueness.
High-end customer groups: Goyard’s customers include high-end customer groups such as the British royal family, the president of the United States, and Russian nobles. The recognition and pursuit of these customers have further enhanced Goyard’s brand value and market position.
Exclusivity is a brilliant marketing strategy
Goyard refuses to compromise on accessibility, which has become its most powerful asset. The brand has less than 40 boutiques worldwide (8 of which are in China), no e-commerce, and has created scarcity through design. Its official website and mini-program do not offer pricing or direct purchase, but instead transfer inquiries to offline stores – this strategy has enhanced people’s interest. Even for a basic style like the St. Louis handbag, one often has to wait in line or purchase more expensive items to ensure the safety of the purchase. This exclusivity has driven the demand in the resale market. In 2024, Goyard surpassed Rebag with a value retention rate of 104% for the first time, overtaking Hermes.
Limited supply
- No advertising: It is well known that Goyard does not engage in traditional advertising or celebrity endorsements. This creates a mysterious and desirable atmosphere.
- Limited stores: This brand has a very small number of boutiques worldwide, mainly concentrated in major fashion capitals. This scarcity makes the product more exclusive and distinctive.
- No online sales: For a long time, Goyard did not sell its products online, forcing customers to go to physical stores, which further enhanced its exclusivity. (Note: They have recently started limited online sales of certain products, but overall availability remains limited.)
Brand value and cultural currency
Goyard’s subtle brand has attracted sharp-eyed customers. Unlike the Monogram and other logos of Louis Vuitton, its y pattern is mysterious to laypeople and creates a “code” for those in the know. This exclusivity made Goyard a status symbol of the elite class, and social media users noticed “George Goyard”. Many celebrities have further enhanced its reputation by demonstrating its “relaxed and unique” aesthetic. Meanwhile, partner brands such as the Jet Black series (2025) have refreshed classic looks with monochromatic tones, attracting modern minimalism without undermining tradition.
Focus on core products
Goyard remains true to its roots and mainly focuses on luggage, handbags and travel accessories. This focus has strengthened its expertise and authenticity in these fields.
Goyard creates value through scarcity, defines luxury through practicality, and conveys identity through quiet luxury, opening up a blue ocean between traditional luxury goods and affordable streetwear brands. The essence of Goyard’s success lies in the collective identification of the elite class with “non-conspicuous consumption” – white-collar workers carrying “snakeskin bags” in and out of the airport have used Goyard to fulfill a dual declaration of status and practicality.
When did Goyard became popular?
Goyard began to gain popularity in 2000 when the St. Louis handbag was just launched and gradually became a vehicle for Goyard to attract the general public to purchase.
From approximately 2008 to 2015, Goya transformed from a niche luggage manufacturer into a globally recognized symbol of cautious and exclusive luxury goods.
In the early days of a prestigious establishment
Since its establishment in 1853, Goya has been very popular and prestigious, but only among a very small and rare clientele. It is a tree trunk manufacturer and packager for European royal families, American industrialists and global elites such as the Duke of Windsor and Indian princes. During this period, “popular” did not mean “widely known”. For those who can afford the best things, it is a symbol of ultimate luxury and craftsmanship.
The crucial moment when it began to gain popularity
The launch of the St. Louis handbag in 2000 was a crucial moment. It provides a more accessible (relatively speaking) and practical entry point to the brand. This brand has become a well-kept secret among people in the fashion circle, celebrities and the “old money” group, who appreciate its prudence and tradition more than those resounding brands with a large number of logos.
The truly popular time
Although Goya has always been “popular” in a certain sense, its current global recognition and popularity are a 21st-century phenomenon, most consolidated during the period from 2010 to 2015.
Surpassing many luxury brands
In 2024, Goyard outperformed Rebag with a 104% increase and surpassed hermes for the first time. Especially the handbags from St. Louis, which retain 111% of their value, have become a popular investment.
What is the most popular Goyard bag?
What is Goyard’s most popular bag? The Saint Louis Tote is the most popular and iconic bag of the Goyard brand, beloved for its timeless design, practicality and cultural prestige.
Goyard Saint Louis Tote
Goyard St. Louis Tote is the most popular and highly recognized handbag of this brand. It is the gateway for many people to enter the Goyard world, and it has itself become a true symbol of status.
Here are the reasons why the Saint Louis Tote is so iconic:
- Brand symbol: The Saint Louis tote bag is the “face” of Goyard. It was first launched in the 1930s and remains one of the brand’s most classic styles to this day. Its design inspiration comes from the brand’s history of customizing suitcases for the nobility, embodying the essence of Goyard’s century-old craftsmanship.
- Cultural symbol: The Y-shaped canvas on the bag is a signature element of Goyard. It is inspired by the family’s log porter emblem and Impressionist pointillism, combining artistic value with brand recognition.
- Ease of use (compared to other Goyards) : This is one of the most affordable products in the Goyard series, making it the brand’s “gateway” package.
- Practicality: Made of the signature lightweight waterproof Goyardine canvas, it is perfect for daily use, as a beach bag or as a portable handbag.
- Lightweight: Weighs only 250–350g (PM size) to 420g (GM size), nicknamed “lighter than an iPhone”.
- Foldable design: It can be folded up, making it very easy to store or pack for travel.
- Color selection: It features a wide range of classic and vibrant color combinations (such as the iconic green/yellow, red/black and all black), allowing for personal expression.
- Celebrity same style: After seeing it in the arms of countless celebrities and Internet influencers, its popularity exploded and it became an essential “IT” bag.
Summary Table
| Bag Model | Key Feature | Popularity Reason |
| St. Louis Tote | Lightweight, foldable, open-top tote | The iconic “it” bag, affordable, practical, and widely recognized. |
| Artois | Structured tote with a zipper | A more secure and polished alternative to the St. Louis. |
| Saïgon | Structured bag with a wooden clasp | The high-fashion, craft-focused statement piece. |
| Cap Vert | Structured crossbody/shoulder bag | A modern, hands-free, and chic everyday bag. |
Other very popular Goyard bags
Although St. Louis tote is the best-selling, Goyard also has other very popular models that can meet different tastes and needs:
1. Artois PM/GM
It is usually regarded as an “upgraded version” or a more structured version of the St. Louis tote.
The reasons for its popularity: Artois has added a secure zipper, a reinforced base to help it maintain its shape, and an inner lining design. Additionally, the leather-reinforced handle is more durable than the canvas handle on the St. Louis. This is for those who like the look of St. Louis but want a more polished and safer bag.
2. Saigon
This is Goyard’s top-of-the-line high-end handbag, renowned for its wooden handle and retro design, with a 30% premium in the second-hand market.
Popularity reason: This is a beautifully structured bag that showcases the brand’s craftsmanship. Its most distinctive feature is the carved wooden buckle, which echoes the shape of traditional suitcases. Saigon represents the pinnacle of Goyard’s handbag making art, available in both small and large sizes.
3. Cap Vert
A unique and practical crossbody bag or shoulder bag.
Popular reasons: Its clean rectangular shape and top handle offer a more modern and minimalist profile. This is a perfect hands-free option, still featuring the iconic Goyardine pattern.
4. Anjou
It’s basically a replica of the St. Louis tote.
Popularity reason: It offers two looks in one bag – one side with the classic Chevron pattern and the other side with solid pebble leather. It is more structured and heavier than St. Louis, attracting those who want multi-functionality and a more understated option.
5.Hobo tote bag
Hobo bags attract specific groups of people with their laid-back and casual French style, but the versatility and value retention of Saint Louis make it a wider choice.
Which Goyard color is most popular?
The most popular bag color of Goyard is Green/Accacia Yellow. If “popular” refers to the one you see the most and have the greatest demand for, then the competition between classic green/yellow and all black is extremely fierce.
The Most Popular color: Green / Accacia Yellow (Jouvence)
The classic green bag with mustard yellow pipes and interior features the original and most iconic Goya color scheme. This is the image that most people envision when they think of this brand.
Why is it so popular: It is a traditional color. This combination is used on the original suitcases and trunks, giving people a sense of eternity and authenticity. The sharp contrast between forest green and bright yellow can be recognized at a glance and has become a symbol of status.
Other highly popular and sought-after colors
Although classic green is the best-selling, other colors also have a large number of followers for different reasons:
Black / Black (Noire)
In many markets, the all-black color scheme can be said to be as popular as the classic green, especially for those who pursue ultimate versatility and a low-key style.
Popularity reason: It is the pinnacle of “quiet luxury”. The monochrome style is very fashionable, can be matched with any clothes, and can also hide the marks of wear and tear. It’s not as gorgeous as green, but the connoisseurs can recognize it at a glance, which makes it a favorite for exquisite everyday bags.
Brown / Tan (Cognac / Natural)
This color scheme evokes the brand’s tradition of trunk manufacturing.
The reason for its popularity: It has a beautiful retro feel. The combination of brown Goyardine canvas and natural tan leather trim looks classic and luxurious, evoking the image of a traditional suitcase. For purists, this is an uncommon but highly desirable choice.
Red / Brick Red (Rouge)
A bold and vibrant classic.
The reason for its popularity: For those who want a trendy color while maintaining the classic Goya tones, red is the best choice. It is vibrant, fashionable and not overly flamboyant.
Special season colors
Goyard is renowned for its limited edition seasonal colors, which can become highly popular and collectible in a short time. Examples include various shades of blue, eye-catching yellow, soft pink, and even white. These are usually hard to obtain and can be sold at very high prices in the resale market.
Summary & How to Choose
| Colorway | Vibe | Best For |
| Green / Yellow | Iconic, Heritage, Bold | The purist; someone who wants the most recognizable classic. |
| Black / Black | Understated, Versatile, Chic | The modern minimalist; everyday, understated luxury. |
| Brown / Tan | Vintage, Classic, Luxe | The heritage lover; evokes old-world travel and trunks. |
| Red / Red | Bold, Energetic, Classic | Someone who wants a statement color within the traditional palette. |
The most popular color for men
- Black: As a classic among classics, the black messenger bag pairs perfectly with any outfit, especially suitable for men, giving off a sense of stability and fashion.
- Grey: Grey is softer than black and pairs well with light-colored or gaudy clothing. It is suitable for both men and women, but it is equally popular among men.
- Green: Green is the representative color of Goyard. Dark green is very versatile and full of personality, suitable for all genders. Men choosing a green messenger bag can also show their unique taste.
The most popular color for ladies
- Brown: Goyard’s brown is warmer than ordinary brown and is suitable for PM-sized messenger bags for ladies, looking gentle and elegant. Although a man’s MM size may seem a bit flamboyant, a woman choosing brown can showcase a unique charm.
- Green: As another representative color of Goyard, the green messenger bag is also very popular among women. Its dark green tone is both versatile and full of personality.
- Grey: Grey messenger bags are also popular among ladies. Their soft tones are suitable for matching with various outfits, showcasing an elegant demeanor.
Color Trends by Product
| Bag Type | Most Popular Color | Reason |
| Saint Louis tote | Black (60% sales), Gray (25%) | Workhorse versatility |
| Hardy camera bag | Gray (70%), Black (20%) | Tennis-influenced “lived-in” aesthetic |
| Anjou tote | Brown (55%), Black (30%) | Leather + canvas double-sided design prefers earth tones |
| Hobo Hobo | Black (80%), Green (15%) | Edgier silhouette suits dark/bold tones |
Resale value by color
The highest retention
Black > brown > grey (95-104% in retail).
Premium color
Green, red, orange (15-20% higher than the neutral average level).
Challenge
White/yellow depreciates 10-15% faster because the stains are visible.
Conclusion
The reason why Goyard bags are popular is that they not only represent a century of craftsmanship and noble temperament, but also are a symbol of “insiders”. In the current trend of pursuing “Quiet Luxury”, Goyard, with its understated, rare and highly recognizable patterns, has become one of the most sought-after luxury items in the fashion industry and the collecting circle.
Did you know? The most popular bag of Goyard is the Saint Louis tote bag, which has become a modern urban symbol with its minimalist design and practical functions. The Artois series meets contemporary storage needs with its three-dimensional contours, while the wooden lock of the Saigon handbag continues the aesthetic genes of antique suitcases.
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