Obsessed by Emily Heyward

Author:Emily Heyward [Heyward, Emily]
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2020-06-09T00:00:00+00:00

Q: Don’t all of these marketing activities and new products detract from the brand’s initial focus?

Creating a brand with focus doesn’t mean that companies need to only sell one product forever. Since launch, Away has expanded into accessories like Dopp kits and packing cubes, along with a line of aluminum luggage, and will no doubt continue to grow its offering. But it’s doing so from the position of already establishing itself as the “travel lifestyle” brand, which then gives it permission to enter all kinds of travel-related spaces, from products to experiences. Instead of trying to gain mindshare by selling as many products in as many variations as possible out of the gate, it launched on the basis of an idea, and has since been steadily increasing the ways in which it delivers on that idea for its consumers. A laser-focused product strategy actually enables greater breadth of vision, because it’s not the features of one suitcase versus another, it’s about travel as a whole.

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