Abstract
Samsonite has chosen to position its brand in the niche market of high-end luggage. Before 2006, the brand was positioned mid-range. The downside for companies choosing this positioning is that they are attacked by both top and bottom.
Moreover, Samsonite Black Label, born in 2005, positioned its collection in a high-end niche. It is under this umbrella brand that are launched most significant innovations such as Curv, a compound woven polypropylene, which is lighter and stronger than the usual material.
Samsonite gets the support of famous people, such as Isabella Rossellini, Jean Reno, Richard Branson, towards its products since 2006.
Before Tim Parker became CEO in 2008, Samsonite had a strategy which was too upmarket, with external collaborations with, for instance, the fashion designers Alexander McQueen and Viktor & Rolf. This, coupled with the economic global crisis, lead to a financial drift. Samsonite now designs its products lines internally ensuring to remain a high-end but not luxurious brand.
