travel in style

It's More than 'Samsonite'

Samsonite president and chief executive officer Marcello Bottoli is transforming the brand from a pure luggage company into an aspirational travel lifestyle brand. / Courtesy of Samsonite Korea By Cathy Rose A. Garcia Staff Reporter Samsonite has been synonymous with sturdy, high-quality luggage. But in the last few years, Samsonite is taking a distinctly stylish turn, rolling out edgy, fashion-forward suitcases by top designer Alexander McQueen. The man behind Samsonite's rebirth as a fashionable, lifestyle brand is Marcello Bottoli, Samsonite president and chief executive officer. ``Being just a luggage company has kept the company flat for many years. We needed new ideas to grow. Being a lifestyle company allows you to expand into so many other categories, which means more opportunities,'' Bottoli said, in an interview with The Korea Times. Samsonite is expanding its line of products to include the high-end Black Label collection, and other travel accessories such as handbags, shoes and sunglasses. When Bottoli joined the company in March 2004, luggage sales accounted for 90 percent of the business. Now luggage sales are less than 60 percent of the business, but he said he would like to bring it down to 50 percent. ``We are convinced the brand is bigger than the business. The brand is worth much more than the size of the business. There are plenty of opportunities to stretch the brand into other categories,'' he said. Bottoli, a former CEO at luxury brand Louis Vuitton from 2001 to 2004, is fully aware of the risks of stretching the brand too thin. This is why Samsonite is focusing on products that combine the functionality of travel with contemporary and provocative designs that make consumers ``want'' the brand. ``If I make a pair of shoes that are the same as Ferragamo or Tod's, then why buy Samsonite? But if I make the ultimate travel shoe with Samsonite, it will work,'' he said, as he showed off a white Samsonite shoe designed by Italian shoe designer Alberto del Biondi. ``It is extremely light, made of fine Italian leather and has a lycra-like material that expands because your foot expands when you travel. It fits like a glove, but it retains its shape. The sole also massages your feet and stimulates circulation as you walk. I can wear it with a suit or a pair of jeans. It is all about travel,'' he added. The Samsonite Black Label Concertine collection is a line of fashionable soft leather travel bags, inspired by the classic concertina musical instrument. / Courtesy of Samsonite Korea Asia is an increasingly important market for Samsonite. ``Asia is the most exciting part of the world, business-wise, economic-wise, demographic-wise … Japan, Korea and China used to follow the trends, but now they are making the trends,'' Bottoli said. Samsonite launched its high-end Black Label 2008 collection with an exclusive preview party and fashion show in southern Seoul, Tuesday evening. Korean actor Jeoung Jun-ho and actress Uhm Jung-hwa walked the runway. At the event, Bottoli announced French actress Milla Jovovich will be the new model for the Samsonite Black Label ad campaign next year. Previous ad campaigns had featured French actor Jean Reno, British tycoon Richard Branson and Italian actress Isabella Rossellini. Samsonite global creative director Quentin Mackay said the new Black Label Weekend Collection combines the brand's rich, 97-year heritage, functionality with modern design and fashion edge. ``Today we want to live in luxury. A luxury that runs through everything we do, and make a statement along the way. The Black Label Weekend Collection brings to life these ideas and thoughts in a number of varied and luxurious travel pieces and accessories,'' Mackay said. The Weekend Collection has five distinct styles, namely Resort, Resort Signature, Concertine, Waifer and Bayamo. Resort is a modern interpretation of classic luxury leather bags, while Resort Signature features Samsonite's house monogram print on canvas. Concertine features stylish, accordion-like leather bags that can be expanded, while Waifer reinvents messenger bags. Bayamo is a collection of structured business and travel bags for men. Samsonite is also re-issuing the iconic trunk, which was originally launched in the 1920s and 30s. Only 2,500 pieces of the handmade trunk will be distributed around the world.