Samsonite has chosen to position its brand in the niche market of high-end luggage. Before 2006, the brand was positioned mid-range. The downside for companies choosing this positioning is that they are attacked by both top and bottom.
Moreover, Samsonite Black Label, born in 2005, positioned its collection in a high-end niche. It is under this umbrella brand that are launched most significant innovations such as Curv, a compound woven polypropylene, which is lighter and stronger than the usual material.
Samsonite gets the support of famous people, such as Isabella Rossellini, Jean Reno, Richard Branson, towards its products since 2006.
Before Tim Parker became CEO in 2008, Samsonite had a strategy which was too upmarket, with external collaborations with, for instance, the fashion designers Alexander McQueen and Viktor & Rolf. This, coupled with the economic global crisis, lead to a financial drift. Samsonite now designs its products lines internally ensuring to remain a high-end but not luxurious brand.
[...] (2010), 6:AM en charge de la communication intégrée de Samsonite France, [Online], Available : http://www.e- marketing.fr/Breves/6-AM-en-charge-de-la-communication-integree-de- Samsonite-France-32470.htm • www.samsonite.com • Samsonite (2012), Samsonite International S.A. Announces 2012 Interim Results, [Online], Available : http://hub2.samsonite.com/investors/_investordocs/20120827210111_Samson ite%20- %202012%20Interim%20Results%20Press%20Release_Eng_28%20Aug%20Final.pdf APPENDIX Appendix Chronology of Samsonite innovations since 1990 1990: Invention of the rack. 1991: Invention of the braking system for luggage. 1995: Opening of the first Cosmolite luggage store in Europe. 1997: Invention of the first suitcase that can be both pulled and pushed, the Ultra Transporter Cosmolite. 1998: Creation of the first large-wheeled suitcase. The large wheels can improve the comfort of the suitcase ride. [...]
[...] 2002: Invention of the first suitcase with large handle for pulling. Its light structure allows itself to be the first both rigid and lightweight suitcase of the market. This technological innovation on suitcases with handles has been created thanks to the use of thermoformed panels. Samsonite was the first company to use this material luggage for its products. 2004: Invention of the first 4 wheels suitcase, which makes every traveller's life easier, especially those that travel by air. 2005: Loyal to its first customer type, Samsonite creates a range only for affluent customers, declining a series of very upscale luxury suitcases. [...]
[...] The target of the Cosmolite suitcase: 5 Context and competitive environment and their effects on the firm's innovation strategy General assessment of competition Internal design 9 Company's approach to innovation 10 A New Product Development and the different stages in this process Discovery 12 a. Developing a new product 12 b. Product presentation Scooping Business Case 13 a. Project definition 14 b. Project justification Development Test and validation Launch 15 a. Marketing plan 15 b. Defining the target market 16 c. [...]
[...] Finally, launching a new product requires some investment. As previously seen, Samsonite is an innovative firm, always trying to bring new technologies to the market. To develop such ideas, it has efficient R&D and marketing units and the means to maintain it financially. Indeed, Samsonite now tries to invest efficiently by increasing the amount spent to develop new products. In the first six months of 2012, the firm increased its investment on marketing by to US$ 63.1 million. This amount is all the more justified that its sales are increasing worldwide. [...]
[...] In 2012, Samsonite further strengthened its brand and product offer thanks to two strategic acquisitions: • Purchase of the US-based casual bag and adventure travel luggage manufacturer and distributor High Sierra Sport Company • Acquisition of the iconic American luxury luggage maker Hartmann These new acquisitions will expand the position and the presence in both the casual bag market and the global high-end luggage sectors[2]. b. Samsonite's targeting: At the beginning, products were destined to a wealthy clientele, but little by little, the company began to manufacture ranges of suitcases to all kind of social class. That is the reason why they expanded their range of products and now offer 37 different products. [...]
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