Shorten the distance between people through collective adventures beyond boundaries.
ABOUT AWAY AWAY MISSION & VALUES
COMMUNITY Brand loyalty, sense of belonging, customer to customer connection
ADVENTUROUS New experience and methods, Bold, out of the norm, discovery
RELEVANT Seamless travel experience offering, travel lifestyle brand, brand to customer connection RESPONSIBLE Transparency, company social and environmental responsibility, healthy work environment
FUN Enjoyable, Excitement, Entertaining, Happiness ABOUT AWAY AWAY MISSION & VALUES
TUMI - $595 71K FOLLOWERS
Price
BLUESMART - $ 450 8K FOLLOWERS
RADEN - $295 9K FOLLOWERS
AWAY - $ 225 31K FOLLOWERS
SAMSONITE - $ 198 25K FOLLOWERS
ABOUT AWAY
BENCHMARKING INDUSTRY
ABOUT AWAY CURRENT & IDEAL BRAND IMAGE
ABOUT AWAY IDEAL CUSTOMER PROFILE
EVALUATION
PRIMARILY LUGGAGE FOCUSED
REDUNDANT CLICKING
● Website doesn’t provide the image of being a travel brand
● Product description of the same item appears on two separate links
MISLEADING NAME ● Title is confusing
IRRELEVANT CONTENT ● Content feels staged and not personal ● Repetitive information ● Difficult to navigate ● Inconsistent UI design ● Overly curated
DIFFICULT TO ACCESS ● Link is only listed on the index section at the bottom of the web page
RELEVANT CONTENT BUT DISCONNECTED Away provides diverse and inspiring content (Travel guide, tips and lifestyle) on its Pinterest page. However, due to the format of the platform, the content is unorganized and disconnected from Away’s customers.
AWAY CONCEPT STORE LOCATIONS
Berlin
Los Angeles
New York
London
UNWELCOMING ENVIRONMENT ● Gallery-like product display ● Simple and Minimal store design ● Lacks Interactive touch-points ● Unapproachable ● Few product offerings
Ineffective use of the “Urgency Tactic”
EXCLUSIVE VIP VIBE ● Events are communicated via Instagram at the time of or after the event ● Not inclusive and not welcoming ● Cult-like feeling
LIMITED UPDATES ● Facebook’s event information is incomplete ● No newsletter is sent after signing up online
LIMITED PERSONALIZATION FEEL ● Monogram campaign with high-level restrictions (feels like it’s stamped) ● Collaboration with just one artist
ZERO TRANSPARENCY â—? AWAY claims that their luggage is made with the high quality materials as other premium luggage brands, with a much lower price â—? No information can be found regarding the actual production process of the luggage
Evaluation of how AWAY is currently performing on the essential areas to achieve their mission
EVALUATION AWAY PIE | CURRENT
PROPOSAL Ensure both offline and online content meet Away’s mission “Shorten the distance between people through collective adventures beyond boundaries.”
STORE INSPIRATION ● Imported copper pots ● Lifetime value (no reason to come back) ● Diverse products
ACTIVIST COMPANY ● ● ● ●
Offering grants and support Appropriate partnership First followers for environmental impact Transparency in their supply chain
VALUES AND STRATEGY ● ● ● ●
Great marketing strategy Loyal Customer and community Creating local jobs Certified B-Corp PROPOSAL PEERS | LEARNINGS
AWAYS’s CURRENT STORE IS
AWAY’s STORE CAN BE
PROPOSAL CONCEPT PROPOSAL
PROPOSAL WEBSITE WIREFRAMING
HOME PAGE ● The website is re-branded in an effort to enhance its visual communication. ● The website now emphasizes the travel lifestyle aspect of Away and replaces the previously heavily luggage-focused home page.
PROPOSAL HOME PAGE
SHOP PAGE â—? The "Compare" tab info is now merged with the "Shop" tab, creating a better user experience when shopping for products online than switching on to different pages to compare the product.
PROPOSAL SHOP PAGE
CONNECT PAGE ● This page was divided into three sections and preparing the community before hand on the kind of souvenirs to sell for the seasonal events. ● We propose to include a “Connect” page with the goal to bring Away’s customers and community together by showing content that are both Away and customer generated.
PROPOSAL CONNECT PAGE
CONNECT PAGE â—? The "Upgrade" page is now part of this section, providing specially curated travel guide by Away experts that are categorized by the purpose of trip, instead of the destination.
PROPOSAL CONNECT PAGE
CONNECT PAGE â—? This page also allowed them to get data and guidance on their next travel, with allowing Away to build various partnership with Uber, Airbnb and various restaurants
PROPOSAL CONNECT PAGE
CHALLENGE PAGE � We propose that Away to have a quarterly design challenge for the upcoming season in correspondence with the Theme of the Season campaign. The idea is to expand on Away’s Monogram initiative . The challenge offers opportunities to students around the globe and help grow the Away community.
PROPOSAL CHALLENGE PAGE
CHALLENGE PAGE â—? The challenges will give creative design and a bonus to students around the world. This page will also carry the past winners for Away to build a better community.
PROPOSAL CHALLENGE PAGE
By applying the proposal AWAY can transform and achieve their mission
PROPOSAL AWAY PIE | WILL BE
“If a cluttered desk is a sign of a cluttered mind, of what then is an empty mind assigned?� -Albert Einstein