Rimowa

While Away won over millennials with its hard-shell suitcase, newcomers in the category are enticing Gen Z with colourful alternatives as tourism comes booming back.

Read the latest BoF Insights report to get BoF’s perspective on designer bags and small leather goods, covering key competitive shifts, including what, why and how consumers buy in the US and China, the category’s biggest markets.

Rimowa produced an aviation-themed campaign to mark the product re-release, which includes still images as well as four films shot in the European Transonic wind tunnel located in Cologne, Germany.

From Rimowa’s new tie-up with Porsche to Mercedes teaming up with Palace, a new wave of fashion-carmaker partnerships is targeting a younger generation of aspirational consumers.

As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing’s full power, considering everything from talent scouting to the effectiveness of metrics.