Breaking down July luggage's marketing strategy
Anaita breaks down July Luggage's growth playbook, from analyzing thousands of competitor reviews to perfect their product, to using Facebook ads, podcasts, and gifted influencers for brand awareness in Australia. She covers their pivot to the US market during Covid, customer co-created products, and sponsorship deals like the 2024 Paris Olympics to build global brand recognition.
The lessons
Read thousands of one and two star reviews of competitor products to find the exact gaps you can fix
Use podcasts, interviews and gifted influencers alongside paid ads to build brand awareness cheaply
When a market shifts (like Covid halting travel), look for where customer behavior is still normal and pivot there
Co-create new products with your existing customers to keep them coming back to purchase again
Use sponsorships and partnerships with major events to get international brand awareness fast
Transcript
I can break down any business success story into bite size marketing strategies that you can use in your business and today I'm exposing July Luggage because they are a great example of how you can use four to five marketing strategies to scale your business to 5 million 100 million or even $200 million it was started by two Melbourne friends Athan and Richard who wanted to fill the gap in the Australian luggage market it was started in 2,019 with one product which was the carry on suitcase they perfected the suitcase by doing one thing that not many brands do they looked at over 4,000 one star and two star reviews of their competitors this is how they created the perfect compartments wheels and casing they initially gained a lot of momentum in the Australian market by doing a lot of Facebook ads this is one of the types of ads that they do they also did a lot of podcasts and interviews to gain that brand awareness they also gifted influence to get that brand awareness throughout Australia and they grew to $5 million in their first year of business but when Covid hit and no one was travelling they were in a really bad situation they realized that in America people were just travelling as normal so they decided to take the risk and open up operations in the USA they used beautiful meta ads like this to scale in the USA and they even used ads with Aussie slang to make sure that they knew that it was an Aussie company course they also used American influencers to gain even more traction now they needed to make sure people were coming back to their store to purchase again and what better way to do that than to introduce new products what they did that was so clever was ask their customers what they wanted and they co created products with their customers that was a huge step for them and was so successful and they kept selling out of their handbags and the last strategy that works so well for them was sponsorships and partnerships a really great example of this is when they sponsor the 2,024 Paris Olympics and they gifted 1,000 pieces of luggage to the athletes this got them huge brand awareness internationally July is going to be a household name around the world and I can't wait to see where they go
