Away's CASE STUDY

At the nexus of innovation and modern travel sits Away, a travel and lifestyle brand that has redefined the luggage industry since its inception. Founded in 2015 by Stephanie Korey and Jennifer Rubio, Away took on the travel industry's cumbersome baggage (pun intended) and reinvented it for today's travelers. This case study will unravel Away's journey, business strategy, and secret sauce that makes its offerings special and unique.

The Birth of Away

Stephanie Korey and Jennifer Rubio, both former executives at Warby Parker, recognized a glaring gap in the market: affordable, high-quality luggage tailored for the modern traveler. Dissatisfied with the exorbitant prices and lackluster functionality of traditional suitcases, they launched Away with the mission to revolutionize the travel experience.
From the beginning, their vision was clear. They wanted to design chic, affordable luggage that would resonate with the tech-savvy, style-conscious traveler. What started as a brainstorming session at an Airbnb quickly transformed into a company synonymous with innovation and elegance in the travel sector.

A Unique Business Model

At the heart of Away's success is its direct-to-consumer (DTC) business model. This approach, popularized by brands like Warby Parker and Casper, bypasses traditional retail channels and sells products directly through their online platform. This not only reduces costs but also allows the company to maintain control over branding, customer experience, and pricing.
According to CB Insights, DTC brands have been growing at an impressive rate, with the market expected to reach $33 billion by 2024. Away capitalized on this trend, ensuring their products are both accessible and desirable. Their limited number of physical stores in key markets offer tactile experiences, enabling customers to touch, feel, and fall in love with their products firsthand.

The Power of Storytelling

Storytelling is a cornerstone of Away's marketing strategy. The company doesn't just sell luggage; it sells a lifestyle, an experience. Each product launch is accompanied by rich narratives that connect emotionally with customers. An excellent example is their "The Modern Traveller" campaign, which showcased globetrotters using Away products in captivating destinations worldwide.
Storytelling isn't confined to marketing. It’s deeply integrated into the brand’s DNA. From their social media channels to their blog, Away creates a sense of community and belonging among its customers, fostering a loyal base of repeat purchasers and brand advocates.

Product Innovation and Design

Away's commitment to product innovation sets it apart. The brand’s suitcases are known for their durability, design, and tech-enabled features such as built-in USB chargers. This attention to practical, user-centric innovation addresses both functional and emotional needs, accruing high badge value among customers.
A report by Grand View Research predicts the global smart luggage market will reach $2.22 billion by 2025. Away was among the first to leverage this trend effectively. The features of their carry-ons, such as ejectable batteries and multiple compartments, were designed to solve common travel problems, making journeys smoother and more enjoyable.

Customer-Centric Philosophy

Away has built its reputation on a customer-centric approach. The company offers lifetime warranties and a 100-day trial period, standing behind their products with unwavering confidence. This policy not only instills trust but also enhances customer relationships.
Engaging directly with customers via social media platforms like Instagram and Facebook, they foster a two-way dialogue, making it easier to gather feedback and iterate on product designs. According to a report by Statista, companies with active social media engagement see 20 to 40 percent higher customer satisfaction rates.

Revenue Streams and Growth

Away’s revenue primarily stems from the sale of its suitcases, bags, and travel accessories. Their high-margin business model is a testament to the financial viability of the DTC approach, eliminating intermediary costs and capturing significant value.
By also exploring collaborations with celebrities and influencers, Away has expanded its reach and tapped into new customer segments. These collaborations not only generate direct revenue but also considerably boost brand visibility. For instance, their limited-edition collections have seen rapid sales, adding an exclusive allure to their product line.

Touchpoints and Channels

Away employs a combination of online and offline channels to reach its audience. While their website is the primary touchpoint for online sales, their pop-up stores and flagship locations in major cities provide an immersive brand experience.
Interestingly, Away uses social media as a powerful storytelling tool, not just for marketing but for building a cohesive brand narrative. With over 900,000 followers on Instagram (as of early 2023), their visually captivating posts and interactive stories foster high levels of engagement.

Conclusion

In just a few short years, Away has transformed from a daring startup to a household name in the travel and lifestyle industry. Their seamless blend of innovative design, customer-centric policies, and compelling storytelling stands as a blueprint for market disruption in a traditional sector.
For businesses looking to replicate Away’s success, key takeaways include the importance of direct customer engagement, the power of storytelling, and an unwavering commitment to product innovation. Through these principles, Away continues to redefine travel for the modern, style-conscious adventurer.
References:
1. "Direct-to-Consumer Companies Are Profitable Because They Listen to Customers" by Amanda Mull, The Atlantic. 2. "The Future Of E-Commerce: How Direct-To-Consumer Brands Are Defining The Retail Experience" by Chris Walton, Forbes. 3. "Smart Luggage Market Size, Share & Trends Analysis Report" by Grand View Research.