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Friday May 16, 2014 MYT 12:00:00 AM
Friday May 16, 2014 MYT 9:37:28 AM
by bervin cheong
Bagging it: Leo Suh, president of Samsonite Greater Asia, speaking on the non-travel bags by the brand.
Samsonite continues its focus on a non-travel segment with
the Red Spring/Summer 2014 collection.
WHEN one thinks of Samsonite, what probably comes to mind are its luggage bags. The brand has a heritage of more than 100 years, designing and selling travel carries that are celebrated for their quality and innovation.
Recent years, however, have seen Samsonite expanding its product range to include non-travel bags. These are found within the Red collection (originally launched in South Korea in 2010) that carries everything from backpacks and small handbags, to laptop bags.
The president of Samsonite Greater Asia, Leo Suh said in a face-to-face interview, “The growth of non-travel bags is definitely apparent. Samsonite first started off producing luggage bags, but since then, business and lifestyle bags have been added on.”
According to Suh, the overall emphasis remains at 50-50 where travel and non-travel products are concerned. He explained that it has to be balanced as luggage bags are at the core of the company’s DNA.
“We drew from that though, taking elements such as durability, functionality and lightness, and putting them into our lifestyle products. Combined with design innovation, this has created something new and exciting for our consumers.”
In the Business Casual range you have classic and stylish, yet functional work bags. These come in a variety of colours like emerald green and dusty pink, equipped with a host of organisational features for greater mobility and flexibility.
The Urban Casual range offers young executives a trendy and casual alternative to the traditional briefcase and laptop carriers. A cross shoulder bag for example, is for carrying your everyday essentials with ease.
Last but not least, is the Young Casual range of bags. They are made to be more robust – with materials such as heavy nylon and coated quilts, which can withstand the grind of a daily commute in the city.
“With Samsonite’s Red collection, we are targeting the youths. The usual practice would be to use briefcases when one is in a work setting. Nevertheless, what’s noticed is that those from the younger generation prefer something trendier,” stated Suh.
Samsonite non-travel products will suit those who are still studying too. Suh explained that if the quality is to be taken in consideration, the different bags from the Red collection are very reasonably priced and affordable.
The new season’s campaign for the Red Collection features Korean superstar Kim Soo Hyun and Hong Kong actress Angelababy. Both of them are pictured in the ads and commercials for Spring/Summer 2014.
“We already have a very strong brand presence in the travel segment. To help draw attention to our lifestyle offerings, we then decided to engage these celebrities in our campaigns,” concluded Suh.
> Priced from RM490, the Red collection from Samsonite is currently available
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Lifestyle, Samsonite, Red collection, Kim Soo Hyun, Angela Baby
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