It is a truth universally acknowledged in the direct-to-consumer sector that a brand in possession of a good product must eventually be in want of differentiation from the dozens of competitors who copied it.
Away, the luggage company that introduced a generation of millennials to the concept of the hardshell carry-on with a built-in phone charger, is marking its 10th anniversary with a new campaign that attempts to reestablish some distance between itself and the imitators. The effort, called "1 of 1," features Colman Domingo, the actor whose recent credits include "Rustin," "The Color Purple" and "Euphoria," and whose red-carpet appearances have made him a fixture in the fashion press.
"We think both Colman and Away are in a category of one," said Sarah Amidi, the company's senior vice president of brand. She added that Mr. Domingo's style "can't be replicated by anybody else, because it is earned."
(Whether a suitcase can earn anything is a philosophical question the campaign does not attempt to answer.)
The advertisements will appear across Reddit, YouTube, TikTok Shop and streaming television, with the Reddit component receiving particular emphasis. The company hosted an AMA — that is, an "ask me anything" session — to unveil the new product line, which Away calls Series 3. The strategy reflects what Ms. Amidi described as a commitment to "intimacy and authenticity," though it may also reflect the fact that Reddit threads about luggage durability have historically been unkind to brands that do not welcome scrutiny.
The new collection includes features that suggest Away has been reading its customer service emails: a brake that prevents bags from rolling away on inclines, an adjustable-height handle and a hook for hanging smaller bags from the trolley.
Away has outlasted several of its direct-to-consumer peers, including Casper and Allbirds, which have struggled in recent years. Ms. Amidi attributed the company's survival to its early investment in physical retail — it now operates 16 stores and sells through Nordstrom and Dick's Sporting Goods — which she said allows the brand to learn whether customers are, in her words, "hyper-organized" or simply want to pack as much as possible.
The company is also introducing a recommerce platform for used bags, called Reclaimed, and a social content series called "Actually Away." The latter, Ms. Amidi said, will tell true travel stories from the Away community, without "pushing a commercial agenda."
The agenda, presumably, will push itself.
Original story published in MediaPost: "Away Launches Line With Colman Domingo Campaign"