Reviewing Rimowa’s Revitalization
The origins of Rimowa, the luxury luggage brand, trace back to 1889 when the company was called Görtz & Morszeck after its two founders. The name Rimowa came about at the turn of the century and has held ever since. The brand debuted its signature…
Dear Away: One Thing I Would Do
Away has built an impressive toolkit to help today’s travelers, no matter where they’re going or how they’re getting there. Your mission to improve the travel experience and its innumerable encumbrances has sparked a new group of consumers who turn…
Digitized: Away and Goop aim to be digital-first “lifestyle brands,” but they are still just product companies
“Lifestyle brand” is a buzzword that has lost meaning in the consumer economy. Either imposed or self-ascribed, companies with the label use it as a justification for their ambition to become much more than a brand, but a way of life. Some are…
In Transit(ion): Inside the consumer brands that are capitalizing on the travel industry
As the experience economy grows—the travel and tourism industry now comprises one-tenth of global GDP—brands that sell travel-specific products are re-orienting themselves to be more than just consumer goods vendors. Whether a brand is building a…
As Facebook advertising costs rise, digitally-native brands turn to traditional advertising
A Warby Parker pamphlet arrives in the mail. A Glossier billboard hovers above Houston Street. Clones of an Away wheatpaste coat a construction barrier. A Stitch Fix TV ad blares from the television. For a generation of digitally-native brands,…
The Exclusive Product and Collab Report
In today’s competitive retail landscape, selling the same products as everyone else—and especially Amazon—puts brands and retailers on the path to self-commoditization: the race to the bottom on price that is bankrupting some companies and seriously…
The uncertain road from a single product to lasting brand
A single-product company that desires to become a brand needs to diversify its products over time to maintain interest and evolve with the market. But few single-product based companies have been able to build lasting brands with a wide assortment…
Direct to consumer brands vs. commodities: who will prevail?
A few weeks ago, Dave Ambrose tweeted out the above image showing an Away suitcase and an Amazon Basics replica side-by-side. The Away bag costs $295 and the Amazon Basics one is $89.99. Away is one of the current darlings of the direct to consumer…