Objective

Delsey Luggage’s goal was to gain entry into additional retail channels without jeopardizing their existing partnerships. Also key to them were establish price-points that were within reach to the average customer and reaching new audiences by leveraging the recognition of the Frommer’s brand.

Strategy

Delsey would partner with the Frommer’s licensing team to develop a new line of Frommer’s Luggage. The two groups would select material, features, color, and help establish price-points that would best represent the Frommer’s brand and resonate with the Frommer’s reader. They would then launch the new line at the upcoming Las Vegas Luggage Show and roll it out through their online retail channels before hitting brick and mortars.

Results

The result was a timeless design with modern amenities allowing for hassle-free trips with easy-to-grip zipper pulls that let you open your luggage in seconds and, a 10 year manufacturer’s warranty. The line launched on Kohls.com, Ebags.com, Luggageonline.com, and over fifteen other E-tail sites and will begin to launch in retail stores in 2009. The launch made news in publications such as USA Today, AARP, and the Associated Press and enjoyed placement on the Frommers.com website as a courtesy, tapping into millions of monthly visitors.

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