A Clear Focus on Unique Features
So, these days, instead of using pop culture figures, sports stars or business leaders, Samsonite focuses almost solely on its unique product features. That's been true for about the last decade, Goldman said. When she arrived at the company in 2005, there was a concerted effort to overhaul the marketing, making the luggage and travel pieces, backpacks, tablet cases and laptop holders the stars of their own campaigns.