Table of Contents
- Introduction
- Away's Journey to the Softside Luggage Market
- Market Strategy and Consumer Insights
- Broader Implications and Future Prospects
- Conclusion
- FAQ
Introduction
The evolution of the travel industry is deeply intertwined with consumer preferences, and luggage trends are no exception. A surprising trend has emerged in recent years, driven by the dynamic transformations of travel habits and consumer demands. While hardshell luggage has long dominated the market, the contemporary consumer is leaning towards versatility and style in their travel gear. This shift has prompted a significant move by Away, a direct-to-consumer (DTC) luggage brand, to dive into the softside luggage segment. Given that softside luggage accounts for a substantial 50% of the market, Away's expansion into this category marks a pivotal milestone in their evolution.
In this blog post, we will explore the strategic moves that Away has implemented to capture the softside luggage market. We will discuss their product diversification, the insights guiding their decisions, and the broader implications of this expansion. By the end, readers will gain a comprehensive understanding of Away’s market strategy and the significance of this latest venture.
Away's Journey to the Softside Luggage Market
From Hardshell to Versatile Travel Solutions
Founded in 2016, Away rapidly gained recognition for its stylish and functional hardshell suitcases. The brand revolutionized the luggage market by combining aesthetic appeal with practical features, such as durable hardshell materials and integrated USB charging ports. However, the travel industry is not static, and the needs of travelers have been evolving, prompting Away to adapt and expand its offerings.
Emerging from the pandemic's impact on the travel industry—which saw a 90% drop in sales for the company—Away began diversifying its product range. This included launching an array of products such as duffle bags, backpacks, tote bags, messenger bags, and organizational accessories. This strategic move was not merely about coping with the downturn but about positioning the brand to meet varied travel requirements as the world began to reopen.
Breaking Into the Softside Luggage Category
The recent introduction of the softside luggage collection by Away represents a natural and strategic extension of their brand. Jen Rubio, co-founder and CEO, highlighted the importance of understanding the travel habits and style preferences of softside luggage users. This consumer-centric approach involved years of design iterations and extensive interaction with potential customers to create a product that was both elevated in quality and affordable.
By entering the softside category, Away aims to redefine this segment, which they describe as historically uninspired. The intention is to provide travelers with options that do not compromise on style or functionality. This approach echoes the brand’s core philosophy of combining practical design with sleek aesthetics.
Market Strategy and Consumer Insights
Understanding Consumer Preferences
Away's decision to enter the softside luggage market was driven by comprehensive market research and consumer insights. The brand identified that many travelers prefer softside luggage for its flexibility, expandability, and ease of storage. However, the existing options often fell short in terms of style and innovation—a gap that Away intends to fill.
With rigorous testing and feedback from thousands of interactions with potential customers, Away was able to pinpoint the key features that would appeal to softside luggage users. These include durability, lightweight materials, and stylish design. By addressing these needs, Away is positioned to attract a significant share of the softside luggage market, thereby broadening their customer base.
Marketing Campaign and Brand Positioning
To support the launch of the new softside collection, Away has designed a robust marketing campaign featuring a diverse group of influencers, including actors, writers, comedians, chefs, and athletes. This multifaceted approach aims to reach a wide audience and reinforce the brand's message that travel is a deeply personal experience. The campaign seeks to resonate with different segments of the population and highlight the versatility of the new luggage line.
The influencers selected for the campaign reflect Away’s commitment to diversity and inclusivity, making it relatable to a broader audience. This strategic use of influencers not only enhances brand visibility but also fosters a sense of community and trust among consumers.
Broader Implications and Future Prospects
Recovery and Growth Post-Pandemic
The travel industry has been one of the hardest-hit sectors during the COVID-19 pandemic, and luggage brands like Away were no exception. The company faced significant challenges, including executive changes and layoffs. However, the foray into the softside luggage market can be seen as a strategic move to revive and expand its market presence.
As global travel gradually recovers, there is a growing demand for diverse travel solutions that cater to different preferences and needs. Away’s expanded product range positions them well to capture this resurgence in travel. By offering both hard and softside options, the brand can cater to a wider array of travelers, from business professionals to adventure enthusiasts.
Competitive Landscape and Differentiation
The luggage market is highly competitive, with numerous established players and new entrants vying for consumer attention. However, Away's emphasis on design, quality, and direct customer engagement sets them apart from many competitors. Their direct-to-consumer model not only allows for better control over pricing and branding but also fosters a closer relationship with customers.
By continuously innovating and expanding their product line, Away demonstrates an ability to adapt to market trends and consumer demands. This adaptability and commitment to quality and style are crucial differentiators that will help the brand maintain its competitive edge.
Conclusion
Away’s expansion into the softside luggage market is a testament to the brand’s agility and customer-centric approach. By leveraging deep consumer insights and maintaining a commitment to innovation, Away is poised to redefine the softside luggage segment just as they did with hardshell suitcases. This strategic move not only broadens their product offering but also positions them to capture a larger share of the recovering travel market.
As travelers increasingly seek versatile and stylish travel solutions, Away’s new collection offers a compelling combination of functionality and design. The success of this venture will likely be a key factor in the brand's continued growth and evolution within the competitive luggage industry.
FAQ
Q: What prompted Away to expand into softside luggage?
A: Away identified that 50% of the luggage market consists of softside options, and they saw an opportunity to innovate in this underdeveloped segment. The decision was driven by extensive consumer research and the desire to offer a stylish and functional alternative to existing options.
Q: How has Away adapted to changes in the travel industry?
A: Away has diversified its product range to include various travel accessories and softside luggage. This adaptability has allowed the brand to meet evolving consumer needs and position itself for recovery as global travel resumes.
Q: What makes Away’s softside luggage different from other brands?
A: Away’s softside luggage combines durability, lightweight materials, and sleek design. The products are the result of rigorous testing and customer feedback, ensuring they meet high standards of quality and functionality.
Q: How does Away’s marketing campaign support the new product launch?
A: Away’s marketing campaign features a diverse group of influencers to reach a wide audience and highlight the versatility and appeal of the new softside luggage collection. The campaign aims to resonate with different segments of the population and reinforce the brand's commitment to style and functionality.
Q: What are the broader implications of Away’s expansion for the luggage industry?
A: Away’s move into the softside luggage market signals a trend towards more versatile and stylish travel solutions. It highlights the importance of understanding and adapting to consumer preferences in an evolving market. The success of this venture could set new standards for innovation and customer engagement in the luggage industry.
