How to go from product-first to culture-led marketing, with Samsonite's VP of marketing
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How to go from product-first to culture-led marketing, with Samsonite's VP of marketing
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For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of marketing and direct to consumer at Samsonite, discusses how the 115-year-old luggage company is shifting away from product specs and leaning into more social media-first, culture-led marketing by targeting travelers by psychographic rather than demographic, and measuring emotional connection alongside traditional conversion metrics. He also talks about the brand's latest social-first campaign with Olivia Culpo and how Samsonite thinks about younger D2C challengers like Away and Béis. His advice for other marketers navigating the same tension: don't be a heritage brand — be a brand with heritage.