PRODUCT EXTENSION & MARKETING STRATEGY

The Loro Piana "Gran Viaggiatore" Travel Collection expands the brand’s luxury travel line, evolving from a single weekender bag to a complete assortment of high-end luggage. Designed for business executives and luxury travelers, this collection blends Loro Piana’s Italian craftsmanship with RIMOWA’s travel expertise, offering premium storage solutions for modern jet-setters.

The launch is centered around an exclusive pop-up experience in SoHo, NYC, featuring a trunk-shaped store, immersive marketing campaigns, and high-profile influencer collaborations. With a $2.275 million marketing budget, the strategy aims to boost social media engagement by 25%, generate brand awareness, and establish Loro Piana as a leading name in luxury travel gear.