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Exclusive: Raden’s founder explains why his smart luggage startup shut
He walks me through the math. The target market for a direct-to-consumer suitcase brand is relatively narrow. This is not a mass purchase. Your audience is people with enough disposable income to spend between $200 and $400 on a carry-on, but also be digitally savvy enough to be willing to buy the case online, rather than in a department store.

Once the startup has convinced someone within their target market to buy a carry-on, the relationship is basically over. With some persuasion, the brand can try to sell them a piece of checked luggage or perhaps another small travel accessory. But the lifestyle value of each customer is relatively small, compared to other categories. A direct-to-consumer luxury shoe brand like M.Gemi can sell a woman a new pair of $300 shoes twice a year for the rest of her life. Everlane can sell a customer wardrobe updates every month.

“It’s not going to work to treat suitcases like a fashion item,” Udashkin says. “Millennials in New York and San Francisco don’t have space for a bunch of suitcases that match their outfit.”
brands 
4 hours ago by celine
How This Company Launched With Zero Products--and Hit $12 Million in First-Year Sales | Inc.com
Korey: We interviewed 40 really interesting people from the creative community--writers, artists, photographers.

Rubio: They represented a bunch of different categories, like food and fashion. These people aren't necessarily household names, but within their circles, they're very well-known and respected.

Korey: It was a beautiful hardcover book. We called it The Places We Return To. We didn't pay contributors, but we gave them a gift card for a suitcase. In November 2015, we sold the book with a gift card that was redeemable for a suitcase in February. It was essentially a preorder with a complimentary book.

People wrote about this interesting book--and then mentioned our luggage.

They were excited about it. They all had pretty big networks on social media. We made 1,200 books and sold out early.

Rubio: We were also in close to 100 gift guides. In our first year, we exceeded $12 million in sales. We've now sold more than 100,000 suitcases.
brands 
4 hours ago by celine
Raden Is the Latest Smart Luggage Brand to Fold After Increased Airline Regulations - Condé Nast Traveler
"I hate to say this, but I think it's nonexistent," Udashkin says of the future of smart luggage. "All these companies rely on word of mouth, but buying this product now gets you hassled. I don't see how you can continue selling it."
brands 
23 hours ago by celine
Deutsche Telekom and GSK agree: to resolve trust, paying media agencies as a percentage of spend has to stop | The Drum
“I asked why we were spending money with an agency when viewability is low and ad fraud high … and when I interrogated the reason is because of [an agreement made over] lunch.
brands  agencies 
2 days ago by ronnussey
Twitter
Relationship Management – How Can Establish Real Connections with Influencers…
Influencer  Brands  from twitter
7 days ago by realestate.to
Mark Ritson: The battle for branding's soul is on - Marketing Week
the direct conflict between Stengel's Purpose and Byron's distinctiveness within global brand owners (negative capability, Ripeness is all)
strategy  brands  branding  Ehrenberg  ByronSharp  P&G  JimStengel  Purpose 
7 days ago by graemewood
Monday’s Musings: Seven Common Failures Plague Board Room Strategy In Digital Transformation
"Laggard market perception cascades failure and customer disillusionment. Declining brands and organizations in laggard industries stripped of brand equity enter an era of negative market perception. Instead of redefining the mission and purpose with new business models, orgs often take a short cut of branding without substance. Seen as devoid of innovation with a commoditized non-differentiated offering, every stakeholder from employee, customer, partner, supplier, and investor lowers expectations of success. The result – leaders who focus on short term gain, declining employee morale, lack of interest by investors, and lower quality from suppliers. Partners lose interest in creating co-innovation and co-creation ecosystems with laggards. Customers no longer find an affinity for a brand that has sold its soul and will not pay for premium pricing when they no longer see value."
"Laggard  market  perception  cascades  failure  and  customer  disillusionment.  Declining  brands  organizations  in  laggard  industries  stripped  of  brand  equity  enter  an  era  negative  perception.  Instead  redefining  the  mission  purpose  with  new  business  models  orgs  often  take  a  short  cut  branding  without  substance.  Seen  as  devoid  innovation  commoditized  non-differentiated  offering  every  stakeholder  from  employee  partner  supplier  investor  lowers  expectations  success.  result    leaders  who  focus  on  term  gain  morale  lack  interest  by  investors  lower  quality  suppliers.  Partners  lose  creating  co-innovation  co-creation  ecosystems  laggards.  Customers  no  longer  find  affinity  for  that  has  sold  its  soul  will  not  pay  premium  pricing  when  they  see  value.2018  apps  strategy  best  practices  board  room  boardroom  priorities  promises  transformation  c-suite  cdo  ceo 
15 days ago by jonerp
Lidl scales back digital media investment after seeing poor ROI
Problems such as fees based on percentage spend, as well as rebates and arbitrage are making it an “unfair market”, he claims.
brands  lidl 
18 days ago by ronnussey
Twitter
Take a look at 15 examples of that nailed their campaign. See what these brands did to…
influencermarketing  brands  from twitter
20 days ago by realestate.to
Forbes Welcome
Understanding The New Relationships Between And
Brands  Influencers  from twitter
21 days ago by WeRank
Liberal Totalitarianism, by Yanis Varoufakis
Once brands acquired personalities (boosting consumer loyalty immensely and profits accordingly), individuals felt compelled to re-imagine themselves as brands. And today, with colleagues, employers, clients, detractors, and “friends” constantly surveying our online life, we are under incessant pressure to evolve into a bundle of activities, images, and dispositions that amounts to an attractive, sellable brand. The personal space essential to the autonomous development of an authentic self – the condition that makes inalienable self-ownership possible – is now almost gone. The habitat of liberalism is disappearing.
liberalism  brands  politics  from instapaper
21 days ago by max_read

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