Newsletter 11: How to make your profits take flight 💸✈️
HEY CONVERSION QUEENS 💸👑
I am thrilled to share with you this week's feature: a captivating case study on the meteoric rise of Away, the luggage brand that disrupted an entire industry.
Discover how founders Jen Rubio and Steph Korey turned their travel frustrations into a booming business, captured the hearts of millennial travelers, and strategically positioned their brand in a crowded market. This case study is brimming with insights and strategies that you won't want to miss.
So, grab your coffee, and let's dive into the inspiring journey of Away!
SIS, LET’S CATCH A CASE
Up (starts) and Away
Away, founded in 2015 by Jen Rubio and Steph Korey, former Warby Parker executives, addresses the lack of affordable, functional, and stylish luggage options by offering high-quality, aesthetically pleasing, and reasonably priced luggage as a direct-to-consumer brand.
Away targets millennial travelers who value functionality and design. Their core audience includes young professionals, digital nomads, and travel enthusiasts seeking smart travel solutions. Away leveraged contemporary marketing tactics such as social media influencer partnerships and strategic press features to capture this audience. They collaborated with prominent influencers who showcased Away's luggage on Instagram and other platforms, creating a buzz and establishing immediate brand credibility.
Away's key marketing tactic was storytelling through their blog and social media, sharing compelling travel stories and experiences that resonated with their audience's aspirations. They also held pop-up shops and immersive travel-themed experiences in major cities to strengthen their brand presence and connect with consumers personally.
Away employed a sophisticated digital marketing strategy, using data analytics to personalize advertising and optimize customer engagement. Their sleek website design and seamless online shopping experience led to high conversion rates and customer satisfaction.
Away's success is due to their strong brand positioning in a competitive market. They differentiated themselves by focusing on a distinct niche, using modern marketing techniques and emphasizing aesthetics, functionality, and community-building to sell a lifestyle and an identity.
POSITION YOUR BRAND TO WIN
1. 💸👑 Target Audience Identification: Understanding and focusing on a specific niche market can provide a strong foundation for brand growth and differentiation.
2. 💸👑 Storytelling and Experience: Emotionally engaging content and unique customer experiences can significantly boost brand loyalty and word-of-mouth promotion.
3. 💸👑 Data-Driven Marketing: Leveraging data analytics for personalized marketing and optimizing the customer journey can improve conversion rates and drive sales.
BRANDS THAT MADE OUR SH/T LIST
ON AND HOKA GAIN MARKET SHARE AS NIKE SEES DECLINES
Athletic brands, On and Hoka, prove that they're the sh/t with continuous growth, while the sector’s biggest giant, Nike, has experienced sales declines. This is a great reminder that small brands can disrupt with the right strategy.
ULTA BEAUTY RELAUNCHES HOUSE BRAND WITH NEW GEN-Z FOCUS
Ulta Beauty is proving it's the sh/t by relaunching their in-house brand after 24 years. The existing brand, which first launched in 2000, is slowly being replaced with updated packaging and products on its website and in its stores. I'm excited to see how this rebrand works in their favor.
MAYBELLINE TURNS TO GAMING FOR NEW LAUNCH
Maybelline is proving it's the sh/t by using several mobile game ad formats to promote a new product drop via the mega-popular Candy Crush Saga. This one should “play” out in their favor.
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
