Hailed for Pristine Luggage, Rimowa Is Trying Something Different: Used, Dented Luggage

A new campaign and Re-Crafted program extol the merits of wear and tear

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Since 2015, Charles Skuba, professor emeritus at Georgetown University’s McDonough School of Business, has taught an elective course on luxury marketing. And to each class, he gives the same assignment. A wealthy relative, he tells his pupils, plans to give each of them a gift of $50,000 on graduation day—with the proviso that the money be spent on dressing for success.

“So you need to spend $50,000 on 10 items in the luxury apparel and accessories category,” Skuba related, emphasizing that this is a theoretical exercise and no real money is being spent.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in