The Observation

Suitcase brands spend all their time talking about the two weeks you travel.

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The luggage category focuses almost exclusively on holidays: airports, adventures and destinations. But for most of the year, a suitcase isn't travelling at all. It's under the bed, in the loft or at the back of a wardrobe, quietly storing the things we only need occasionally.

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The product has another purpose that the category has chosen to ignore.

Strategic Shift

Reposition the suitcase as something that's useful all year round.

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Instead of only celebrating where a suitcase can take you, celebrate the role it plays every day in between. By acknowledging the way people actually live with their luggage, Samsonite can create a more relevant, more ownable proposition than simply selling the next holiday.