The new travel accessories from Away, including this neck pillow and this copening of travel, are equally heartwarming ... to the House. Absent
Even though we all can't wait to travel again, having been grounded for the past year or so, most of us may have needed something as calming as a security blanket to help us out of the safety of our couch.
, the cult travel brand that intimately understands its customers, has just launched a new collection of - including this blanket - designed to make travelers feel comfortable venturing to new to the world. In signature Away fashion, all five products share a minimalist aesthetic with many thoughtful features.
The line features a ,,, and, all focused on comfort - both physical and mental.
Away has created a nostalgic - and hilarious - direct mail catalog to launchtheir new line of ... Travel accessories. Away
As Away knows we're not ready to fly yet, all of these products work equally well in the home, as they hilariously reveal in a clever and tongue-in-cheek direct mail catalog. Recalling the iconic Sky Mall magazine, it highlights the craziness we've been feeling this year and makes us realize that if we're going to have cabin fever, it might as well be in a first class cabin. With first class amenities.
The images are perfect for the pandemic. Of course, you can use your travel neck pillow while sitting on your seat.pottery and rocking compression socks while you watch your favorite TV show. And you may dream of throwing them in your Away carry-on in a few months and sitting on an airplane, carrying them both, while you check out the in-flight movie options.
I reached out to Selena Kalvaria, Chief Marketing Officer at Away, to find out more about the new collection of travel accessories. Here's what she had to say about products, the future of travel and being a travel agent during the pandemic.
The neck pillow Away 's is comfortable anywhere. Away
Why did you decide to present these specific products now?
These travel accessories have been on our product roadmap for quite some time and we thought it was the perfect time to finally release th em. The return to travel seems just on the horizon, but we also recognize that it's not quite there yet.we are already seeing our community preparing for future trips - getting vaccines, booking flights, and purchasing travel items - many more are still staying at home, waiting for the time when they feel ready to travel again.
With this in mind, we wanted to offer products that give you comfort everywhere, whether you are at home or on the go. We are delighted to present our new line of travel accessories, all carefully designed to create a comfortable state of mind.
Can you talk about the idea of comfort - why is it so relevant now and how does each product fit into this theme?
During the pandemic, we recognized that prioritizing well-being and comfort is essential to our mental and physical health. Earlier in the year, Away released products designed to promote personal care and well-being, and the emphasis.What we put on comfort seems to be a natural extension of this theme.
We have designed each new accessory with physical and mental comfort in mind. The key elements are:
· All new Away travel accessories (except the) feature an antimicrobial finish on the outer fabric.
Away compression socks are perfect for sitting still - anywhere. fbs- accordion> Away
· The ,, and feature 37.5 technology to provide dynamic thermoregulation.
· The characteristics of Adjustable ear loops and a back strap to ensure a secure fit and includes two disposable inner filters with each pure flush to keep travelers always feeling prepared and protected.
The molded eye mask extra soft allows the eyes to move freely without feeling constrained.
The neck pillow has a built-in adjustment capability, providing personalized comfort and machine washable for easy cleaning afterout of use.
· The travel blanket features an interior kangaroo pocket and foot pocket for extra warmth as well as snaps that connect to the neck pillow or other blanket.
· Compression socks are multi-wear, feature anti-odor technology, and have been constructed using minimal seams for maximum support and comfort.
Away 's Face Mask is part of their new collection of travel accessories. Away
Tell us a little about the Away pandemic experience. How did business change when people weren't traveling?
As a company located at the intersection of travel and retail, we have of course been hit hard by COVID-19. At one point, revenues fell 90%, but we saw our own rebound after a successful end of 2020 and strong performance in early 2021. As we continue to monitor the indicators that more and more people are eager to travel, we are the global recovery of the travel industry is imminent.
When travel was at a standstill, we successfully redefined the concept of travel to include any trip, no matter how small. Over the past year, we've been able to highlight the functionality and versatility of luggage and bags, launch - and sell - new products, unveil brand-led campaigns, successfully host first and second brand sales, invest in our business infrastructure, support nonprofit partners, and continue to engage with our community.
What lessons have you been able to learn over this time and how will they impact the future?
This past year has been rich in lessons, but above all it has proven that the behavior of consummers is motivated by emotional connection and affinity with the brand. We were reminded that our ability to interact and communicate with our community is our most important asset, and that it will remain a critical part of our business strategy going forward.
Put on your eye mask and neck pillow and dream of your future travels. Away
What do your customers think of travel? Are people starting to prepare to travel again?
One thing is clear: travel is on the horizon and our customers are already preparing. As we continue to track promising internal (sales performance, web traffic, etc.) and external data (vaccine distribution, TSA numbers, Google search trends, accommodation and flight bookings, etc.), we are optimistic that the travel industry is already active. on his way to recovery
Travelers are already starting to book summer "vaxications", many of themprioritizing domestic travel, exploring nearby towns or the great outdoors. We expect this trend to continue as people continue to prioritize road trips, weekend getaways, and visiting friends and family across the country that they don't have. not seen for months. As domestic pleasure travel recovers m or rapidly, we expect international travel to gain momentum by 2022, as countries continue to open their s and the world's population is vaccinated. . Business travel is probably the slowest to recover, in large part due to the increased ease of virtual communications and remote staffing.
I love your "catalog " and I think it 's so smart! Give us a little insight into its origin and use.
Marketing a new range of acThese travel tips in a time when very few travelers travel may seem odd, but rather than shirk this challenge, our in-house design team embraced it. From the start, we wanted to be fun, surprising, and provide our community with an ironic way to engage with our brand and our products.
Interestingly, there are two key tensions at play with this idea: First, this is a modern, digitally native brand that engages in a very traditional and historically significant tactic. little exciting: direct mail. Second, as the urge to travel is at an all time high and the madness of the hustle and bustle climaxes, the world is still not quite ready to travel back to travel.
As phrases like 'unprecedented time' and 'new normal' became tropes in everyone 's lexicons and our community felt exhausted after a year of working remotely ( and moremore eager than ever for a change of scenery), we recognized the opportunity to infuse humor and nostalgia for the pre-pandemic days. The concept of an old-fashioned and nostalgic catalog allows us to present these products in a home environment instead of forcing them into a travel context that does not yet exist for everyone. We're excited to provide our community with a bit of escape, taking it back to the nostalgic era of mid-'90s magazines while harnessing the craziness we all experienced in our 40s.
Hundreds of customers across the country will receive the printed catalog in May inboxes, not their inboxes, in the coming days. The Creative Campaign will also come to life on a number of Away channels, including through our web experience, social media partnerships with TikTok content creators, and creative-inspired postcards in n.os stores. We'll also engage Away Instagram followers with 90s-inspired GIF stickers and an AR filter experience inspired by the new line of travel accessories.