Samsonite has launched its first ever concept store dedicated to women in Paragon. Called Samsonite for Her, the store looks to be an omni-channel retail platform, designed to provide a seamless offline-to-online shopping experience for customers.
To bolster its customer outreach, the brand will be leveraging on a balanced mix of integrated marketing communications efforts. This is on both paid and earned platforms to drive awareness and interest in Samsonite for Her and what it offers.
The marketing of the new concept store will also be led in-house. In addition to its partnership with DeVries Global for Samsonite and Samsonite RED’s PR efforts, the brand also works with Edelman for American Tourister, Accela for Lipault Paris, and DDB Singapore as our creative agency partner.
Through the move, Samsonite aims to have customers see and experience a curated collection of featured products at the concept store. This is while having access to the brands’ full e-commerce catalogue through the store’s interactive tablet. This includes the feature of signature offerings from Samsonite, Samsonite RED, and Lipault Paris, with each brand catering to a different portfolio of women. This is through a range of bags, accessories, and luggage suitable for work, travel, and play.