The high-end luggage market is a lucrative one, with several global brands competing for an affluent and brand-conscious customer. In order to compete more effectively on the global stage, our client asked us to take a deep dive into its customer base, the competitive landscape globally, and its brand positioning relative to the competition.

MSI gathered intelligence in the US and Europe among well-heeled consumers who own or plan to purchase upscale luggage. The results painted a clear picture of the global market, and our client’s standing within it. Armed with this insight, the client devised a strategy to leverage its competitive advantages and target well-honed marketing messages to the most appropriate segments. Because of the revised marketing strategies, both sales and distribution are rapidly expanding around Europe – a market historically dominated by local brands.