The Importance of Knowledgeable Associates in Stores

When Carla Dunham joined the luggage brand Away as its CMO in November 2022, the focus became expanding the DTC brand's marketing efforts through an on-the-pulse strategy. 

Leveraging Dunham’s marketing experience spanning Foxtrot, Equinox, Kate Spade and Amazon, Away is now tapping into new audiences. The focus for the brand's marketing has shifted to using TV strategies, testing AI-integrated marketing and expanding the U.S. retail footprint.

An AI-powered pop-up in Venice, California on the weekend of June 24 promoted its new “Extraordinary Is Out There” campaign. Participants filled out questionnaires to create their ideal AI world and later received a curated postcard showing their ideal destination. 

On the podcast, Dunham discussed why it's important for brands to engage in mobile TV audiences, why choosing strong store associates is especially important for travel goods brands and why functional design is key. According to Dunham, Away is currently focused on expanding its customer insights group and its presence in the U.S.