Away didn’t change the retail-travel category; it reinvented it

Away, the suitcase brand, sought to disrupt a category with low levels of consumer satisfaction and engagement by adopting a profoundly different approach.

“In the direct-to-consumer brand space,” Jen Rubio told delegates at the 2018 Annual Leadership Meeting (ALM) held by the Interactive Advertising Bureau (IAB), “there is at least one company in every category that wants to be the ‘Warby Parker of X.’”

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