Case Studies in Marketing

12

Travelling the Samsqnite Way^∗

BACKGROUND

Samsonite, a hundred-year-old company, is one of the world’s largest and most recognized designers and distributors in the luggage industry. It has a rich heritage in business, and follows a tradition of developing high-quality products that integrate style, functionality and innovative design technology to meet with the changing needs of people on the move. Samsonite has embarked upon an interesting journey of transformation from suitcases to a lifestyle travel brand.

The Samsonite brand came into existence in 1910 when founder Jesse Shwayder began producing luggage for turn-of-the-century travellers. The target market was a small and affluent group who appreciated unique, durable and finely crafted ...