US. Samsonite showed a slew of fashion-led travel items at the IAADFS show in Fort Lauderdale last week – including its new Samsonite Black Label Alexander McQueen collection.
The first travel bag collection by the world-renowned British designer hit Samsonite Black Label stores from the end of March 2007 and will wholesale to airport shops from April.
A second Alexander McQueen range will follow at the end of this year, according to Samsonite Europe Director Duty Free & Travel Retail Gerry Murray, though details are still under wraps.
Samsonite Black Label’s IAADFS booth recreated the all-black upscale Black Label store interior and depicted on one wall the advertising visuals for the Alexander McQueen collection featuring the designer himself – an unusual event, as he prefers to stay out of the limelight.
A highlight of the McQueen collection is the €650 roll-on trolley bag, or spinner, whose wheels rotate 360 degrees, allowing ease of use in tight spaces such as airline aisles.
Other features of the bone- and black-coloured collection include McQueen’s fingerprint imprint on the zips, and a striking interior lining.
In addition to luggage and travel bags, the company is investing in its footwear collection: a full Black Label line will be available by the end of this year to complement the existing Samsonite Originals and Black Label shoe and sneaker styles.
Designed and made in Italy, Samsonite footwear sells very well in Italy and will be rolled out to other regions, said Murray.
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The upscale Alexander McQueen collection, available in bone and black colours, features a wheeled case that takes on the imprint of a human torso and a crocodile-skin textured design |
Samonsite Black Label in travel retail
Samsonite Black Label has two freestanding airport boutiques, at Milan Malpensa and Guangzhou in China.
Personalised corners for the brand’s premium collection can also be found in Madrid, Brussels and Vienna airports. A corner will open at Frankfurt Airport on 6 June.
“The target for us is to open Black Label boutiques in key airports worldwide,” Murray told The Moodie Report during the Fort Lauderdale show.
In a domestic market initiative, several Black Label stores are offering an exclusive bespoke luggage service where customers can customise their bags by picking its shape and the leather finish (such as alligator and ostrich skin). They can also be personalised with the purchaser’s name.
Other new Black Label products
The new black-and-white floral Fashionaire limited-edition line is inspired by a 1960s vintage design from the Samsonite archives.
Designed by the company’s Creative Director Quentin Mackay, Fashionaire comprises a Travel Collection, featuring a classic suitcase style, and a Travel Accessories Collection, including a duffle bag, beauty case, shopping bag, wallet, umbrella, scarf and keyring.
The Signat Attache collection of bags for women by British designer Matthew Williamson, launched a year ago, will be expanded with a male version next month.
The 1960s attache-style Signat case comes in gold, black, pink and red and is offered in three sizes, with retail prices starting at €280.
Three new lines will be added to the Samsonite Black Label Accessories Collection, featuring black leather on the outside with an orange lining.
The small leather accessories consist of the Grid collection of matt leather items and the shiny X’Lite range.
Also on display at IAADFS was the X’Lite trolley bag collection made from a woven polycarbonate proprietary material developed in-house that ensures it is super-lightweight.
Murray added that the company is doing “huge business” in travel items such as wallets, neck pillows, eye shades and plug adaptors.
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