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The new Samsonite advertising visuals – taglined Life’s a Journey – feature the actress Isabella Rossellini and her daughter Elettra |
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The Samsonite Black Label modular store concept in Berlin showcases accessories for travel, business and outdoor use, as well as shoes and small leathergoods |
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The X’Lite Hardside Spinner |
US. World-leading luggage brand Samsonite is rolling out its upscale Samsonite Black Label collection at TFWA World Exhibition later this month (Stand number: Riviera Village RG14).
Samsonite Black Label – whose tagline is ‘Life’s a journey’ – is described as a premium line for the travel connoisseur. The exclusive brand aims to typify “affluence, with a refined style and craftsmanship that defines individuality”, according to Samsonite.
Under Chief Executive Officer Marcello Bottoli and Global Creative Director Quentin Mackay, the brand is being elevated in terms of both design and image. As the creative force behind Samsonite, Mackay has many years’ experience in the fashion and leathergoods industries.
According to Samsonite Europe Director Duty Free & Travel Retail Gerry Murray: “Samsonite aims to unite function and fashion in a range of sophisticated products that suit the exacting demands of discerning travellers. To this end, exciting new partnerships have been forged with renowned designers, style influencers and travel experts around the world.”
These partnerships have come about as follows: in 2005, Samsonite collaborated with cutting-edge design guru Marc Newson to create the highly successful Scope Collection; early in 2006 British designer Matthew Williamson teamed with Samsonite’s Mackay to revamp the iconic Signat attaché case; and more recently, Alexander McQueen will design a collection that will be in-store in the first quarter of 2007.
New premium collections
Some of Quentin Mackay’s new products include:
Scope: Created by Marc Newson, the line blends futuristic material technology with a palette of bold colours.
Vintage: Said to combine timeless elegance with a modern twist, the Vintage collection recalls the glamorous era of the 1930s and 1940s when travel was an indulgence.
Signat Attaché: Inspired by the sleek look of the company’s original attaché case, and described as being tailored to today’s female jet-setter.
Pro-DLX: An exclusive collection of “business essentials for the road warrior”. In the coming months, Samsonite says it will introduce products that reflect the diverse travel and lifestyle requirements of a variety of consumer segments.
Samsonite Black Label retail concept
A ground-breaking new retail concept has been developed to reinforce the brand’s premium image in prestigious shopping locations. Samsonite Black Label stores opened, or will soon open, in Berlin, Boston, Berlin, Kuwait City, London, Milan, Moscow, Mumbai, New York, San Francisco, Seoul, Tokyo and other major fashion capitals.
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The X’Lite Upright case in silver |
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The Signat Deluxe bag |
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The Vintage Limited Edition range |
Designed by leading French designer Nicolas Guillot and his architectural firm G+a, Samsonite Black Label stores aim to showcase the best of Samsonite’s products in every category, including accessories for travel, business and outdoor use, shoes and small leathergoods. The modular store layout uses attractive displays for easy product navigation and projects a sense of elegance and comfort.
Travel retail strategy
The roll-out of Samsonite Black Label travel retail stores is branded “an integral part of the brand strategy allowing us to interact with our consumers at a moment they are most sensitive to messages on their travel needs”, said Murray.
The Samsonite Black Label store retail design can be adapted to the specific requirements of alternative locations, including airports and smaller retail spaces. First implementations are to be found in the international airports of Milan Malpensa, Vienna, Madrid Barajas and Brussels.
“The sales performance has been very positive so far in all locations and prove the compatibility of the concept with today’s travel retail environment,” continued Murray. “The goal is to establish a strong presence in major international airports where the environment, location and passenger profile match the requirements for Samsonite Black Label.”
The roll-out of the brand is backed by strategic communication initiatives. The most visible is Samsonite’s most recent global advertising campaign, launched throughout North America, Europe, Asia Pacific and Latin America.
The campaign features celebrities whose endorsements firmly position Samsonite as premium brand. At the same time, the careful pairing of distinctive personalities with particular products is designed to emphasise the individual characteristics of each of the product lines.
The campaign also features Samsonite’s new tagline – Life’s a Journey – which underscores the brand’s heritage in the travel industry and prominent role in the multi-faceted lives of today’s consumers, according to Samsonite.
About Samsonite Group
For nearly a century, Samsonite has been a worldwide leader in travel solutions, combining style with the latest design technology and attention to detail and durability. Employing top designer expertise from around the globe, the firm creates products that aim to fulfil the travel and lifestyle needs of the sophisticated traveller. Samsonite markets products under the Samsonite, Samsonite Black Label, Lambertson Truex, American Tourister, Lacoste and Timberland brands. The company generated net sales of US$966.9 million for the fiscal year ended January 31, 2006. For Samsonite Black Label retailer information, visit www.samsoniteblacklabel.com
For details, contact Gerard Murray, Director Duty Free & Travel Retail, Samsonite Europe N.V., Westerring 17, 9700 Oudenaarde, Belgium, tel: +32 55 33 33 50, fax: +32 55 33 33 19, or e-mail: gerard.murray@samsonite-europe.com
