Involved Parties: Elizabeth Lowe, Grace Parry, Ashley Wolf and Sara Ruiz Gonzalez
a luggage company aiming to give you everything you need, while also being aesthetic.
by elizabeth lowe
Business problem
Market Growth.
the actual problem
People spend limited time in the luggage market. And if life is chaotic, they only have time to focus on one thing at a time.
Insight
Consumers buy one occasion but live multiple.
strategy
Accept the ### in 1 that you are.
Audience
Millennial women (28-43 years old)
Household: Life Cycle_Respondent is age 18-34 and is married, youngest child < 6
this response is 215% more likely ^
This audience is 50% more likely than the average consumer to go jogging and/or have a spa treatment when on vacation.
In general, they do enjoy taking some leisure time when on business trips. The distinction between these two reasons is thin, so they need to be wary of their time.
Acne and Anxiety are medical things they deal with. Hair loss is becoming more of a concern.
Lauren
A mom of 2, business woman & wife
She can’t escape from the daily routine of chores, work and raising children. She also feels like she lost a bit of herself over the years - so long to the nights of body glitter and a vodka cranberry.
compassionate
energetic
inspired
While Facebook helps her stay connected with old friends, they all reminisce over their summer trip in Italy or having pretend fashion shows.
She misses MySpace and hip hop dancing.
Creative idea
Live like playdoh
different forms. same you.
Creative headlines
From LinkedIn networking
to lingerie.
Switch from apple juice to a long island iced tea.
From changing diapers to disco dancing.
to béis bling
in drink form
vodka, cranberry juice & slinking around