Finding a Product to sell
Steph Korey and Jen Rubio, the founders of Away, got the idea for the luggage company when Jen broke her luggage and could not find a good replacement. Here was a product idea that every one of her
trendy traveler friends could get excited about.
Brilliant Strategy to sell products
Unfortunately, with Christmas was fast approaching, they didn’t have a product in hand. Instead of waiting it out, Korey and Rubio decided to create a book! It would be a compilation of interviews from 40 really interesting taste makers from the creative community. Writers, artists, photographers. The title of the book sounded like a classic Hollywood romance movie from the 60s – “The Places We Return To.”
The book turned out great! It was a beautiful hardcover. In November 2015, Rubio and Korey began selling the book with a gift card that would be redeemable for a suitcase the following year. The strategy was essentially to gather pre-orders for the suitcase. People wrote about the book and mentioned the luggage.
The 1200 copies of the book sold out and within the first year,
the duo sold more than 100,000 suitcases.
“Storytelling was a central part of the marketing campaign”
Korey says that storytelling was a central part of their marketing campaign and helped them sell products. They would also brainstorm about the stories that could be fed to the press and social media. Stories that make people take notice, talk about and want to share.
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