Travel Unpacked Newsletter - 01.08.2025

RIMOWA Reinvents Luxury Travel with Innovative Aluminium Design Enthusiasm

Author

Zihan Lyu
January 08, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Travel Unpacked, your essential newsletter for dominating the digital marketplace landscape as a travel accessories brand. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

Specialty Bites 🍪

July, an Australian luggage brand, pivoted adeptly in the pandemic by expanding to the US market as restrictions eased. Their strategic agility led to heightened demand and growth in global sales, underpinned by a disciplined operational approach and supportive banking partnership with NAB, aiming for global brand elevation.

RIMOWA's innovation with aluminium has redefined luxury luggage, maintaining its heritage while embracing modern design. The brand evolved from traditional suitcases to versatile, stylish pieces like handbags and cardholders. Their commitment to aluminum's potential reflects strategic insights for marketers aiming to balance tradition with innovation for brand evolution.

Aer introduces its first hardside carry-on, addressing a key gap in its product line. The Aer Carry-On combines minimalist style with practical features like a polycarbonate shell, advanced wheel system, and hidden compartments. It represents a strategic expansion into more durable travel gear, enhancing brand appeal among travelers and commuters.

WaterField Designs launches the Flex Gym Bag, crafted via Community Design with input from over 1,400 fitness enthusiasts. This ultimate gym bag addresses common workout storage issues, featuring innovative compartments, premium materials, and a sophisticated design suitable for gym, work, or travel, highlighting consumer-driven innovation and strategic market relevance.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Performance Pulse 📈

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experiences

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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