ClickZ Travel Newsletter - 11.28.2024

Guest At the Table 🍴

BLACK FRIDAY INSIGHTS

Are You Measuring What Matters This Black Friday?

By Jamie Bolton, Fospha

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

🌟 Let’s make this Black Friday your most successful yet!

Carved Out Insights 🦃

RETAIL GROWTH
How Bogg Bag Ventured into 1,900 Target Stores

Bogg Bag, a popular choice for suburban moms, is expanding into 1,900 Target stores, marking a significant growth milestone. The bags are known for their durability and vibrant designs, and this partnership includes exclusive colorways.

Founder Kim Vaccarella's journey began with a need for a practical beach bag, leading to the creation of a product that has become a viral sensation.

The brand's success is largely attributed to organic community building and social media engagement, with viral TikTok videos boosting its popularity. Vaccarella emphasizes the importance of slow, steady growth and learning from challenges. Future plans include expanding the product line to appeal to diverse audiences, such as teachers, nurses, and Gen Z, with new designs and marketing strategies tailored to each group.

PRODUCT LAUNCH
The Kipling Monkey Swings Back into Travel Retail

Kipling, a beloved Gen Z brand, re-enters the travel retail market with its Funky Red range, showcased at the TFWA World Exhibition. VF Corporation's strategy focuses on global expansion and innovation, highlighting Kipling's lightweight, durable products. Eastpak's new Resistr Case also emphasizes durability and style.

PRODUCT LAUNCH
Casetify launches customisable luggage collection

Casetify, known for tech accessories, enters the travel market with a customizable luggage line. Their 21-inch carry-on suitcase features Bounce technology for impact absorption and a durable polycarbonate shell. Available in three colors, it offers personalization options. This expansion reflects Casetify's growth and innovation in personalizing travel experiences.

RETAIL FOOTPRINT
Why luggage brand Calpak is opening its first store

Calpak, a luggage brand established in 1989, has opened its first permanent store in Century City Mall, Los Angeles, marking a significant milestone in its retail strategy. This move comes after a successful 2019 pop-up in New York City, which highlighted the demand for in-person product experiences. The store offers 80% to 85% of Calpak's SKUs, excluding some colorways, and aims to showcase the brand's extensive range, including duffels, roller bags, and accessories. This strategic decision aligns with Calpak's goal to enhance brand awareness and drive customer lifetime value.

The choice of Los Angeles, where Calpak has a strong customer base, underscores the brand's careful market selection. The location at Century City Mall, a hub for both tourists and locals, reflects Calpak's strategy to balance its audience reach. This approach is crucial, as luggage purchases are infrequent, necessitating a broad customer base to sustain market interest. Calpak's expansion plans include opening two to five additional stores over the next five years, with potential locations in Orange County and Chicago.

Calpak's move mirrors a broader trend among DTC luggage brands, such as Away and Monos, which are also expanding their physical presence. This shift is driven by the preference of Gen Z and millennials for in-store shopping experiences, emphasizing the importance of tactile engagement and personalized service in the retail landscape.

Food For Thought 🍽️

Performance Platters 🥧

MARKETING STRATEGY
Dynamic Search Ads: A Key Component in Google Ads Strategy

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. Consistent management ensures these ads contribute significantly to advertising success.

MARKETING INDUSTRY
How Marketers Are Evolving for Ambitious Holiday Shoppers

Marketers are adapting to ambitious holiday shoppers by leveraging technology and multichannel strategies. With increased spending intentions, brands face challenges in maintaining consumer loyalty and delivering measurable outcomes. Successful campaigns balance joy and value, utilizing AI and social media to enhance consumer experiences and drive sales.