Samsonite switches to business customers

Luggage brand Samsonite is targeting business travellers in a change to its marketing strategy.

The company has created a dedicated micro-site for its business Pro-DL3 range, which has links to the e-commerce sites of John Lewis, House of Fraser and Selfridges, as part of an integrated campaign that takes the brand beyond traditional travel goods.

Samsonite is celebrating its 100th anniversary this year and is looking to innovation to sustain its brand positioning. Visitors to the micro-site can use a store locator to find a retail outlet stocking the new range, or click through to a partner e-commerce site. Although consumers can buy the range direct from Samsonite, there is no indication that the brand plans to capture data to use for future marketing activity.

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