Luxury Luggage Raises the Bar for Sophisticated Content Marketing
Photo Credit: Luggage from the brand Away, which has invested in digital and print content marketing. Away
Skift Take
The travel space is rich in content. That means it's not "if," but "how" luggage brands craft their messages of exploration and sophistication that will ultimately resonate with the customer.
From stylized video clips to long reads on local culture, luggage brands offer a surprising depth of content dedicated to honoring the exploration that their products make possible.
Our look into luggage-aligned content started when we noticed Away, a relatively new luggage brand launched last year, start popping up on our Instagram feed, podcast playlist, and even Pocket queue.
Did a brand that sells rolling bags for the airport really have so much to say?
Away's suitcases feature a hard shell, build-in USB charger, and 360-degree roll, and at a $225 direct-to-consumer price tag, they are hesitant to box themselves into the luxury category. Co-founders Jen Rubio and Stephanie Korey use words like "aspirational," "premium," and "thoughtful" in their place.
"We never set out to create a luggage company, it was all about creating a travel brand," says Rubio who recently explained to Skift how organically their multimedia content efforts began. It was at a meeting between th
