Luggage company, Away used an iconic golden era from the past to develop a new product range around. Co-founder Jen Rubiio explains “we were inspired by the nostalgia associated with some of our favourite iconic mountain towns, capturing the styles and colours found in retro postcards of places like Aspen or Verbier”. This theme for the new line inspired everything from the product design to the marketing material. The desire for these new products was super-charged by the fact that it was a limited edition; creating a feeling of urgency with customers to make the purchase or miss out.
Is there an important time-period or place that is special to your industry or brand? If you developed a new product based around this theme, what story could you tell with the product and marketing? Could it be used to break into new cohorts of the market or allow you to leverage a new set of influencers in your social media strategy?
Image Ref: Outdoor Voices