How luggage brands can drive engagement and sales through influencer marketing

Shruti Kedia Daga, co-founder and head of marketing at Nasher Miles, shares how influencer marketing is a useful tool for the luggage industry and what should brands keep in mind while taking this route

BuzzInContent Bureau
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In today's digitally-driven world, influencer marketing has emerged as a potent force in marketing. With consumers relying on social media and online platforms for product recommendations, influencers have become vital assets for brands.

The influencers utilise their credibility to authentically endorse products or services, crafting relatable content that resonates with their audience and influences their buying choices. While this strategy is prevalent in sectors like fashion and technology, one industry poised for transformation is luggage, with many brands utilising influencer marketing to connect with their audience, amplify brand visibility, and boost sales.

How does influencer marketing click for luggage brands?

Influencer marketing is a game-changer for luggage brands, amplifying their reach and sales through visually appealing content and lifestyle connections forged by trusted influencers.

Visual appeal: Luggage is inherently a product that relies on visual aesthetics and functionality. Influencers, with their expertise in crafting visually appealing content, excel in showcasing the design, features, and practicality of luggage. Through captivating images and videos, they bring the product to life, making it more enticing and relatable to potential buyers.

Lifestyle connection: Travel influencers, in particular, have the remarkable ability to associate a luggage brand with an aspirational and desirable lifestyle. Their adventures, globetrotting experiences, and storytelling skills create an emotional connection between the luggage and their followers. By showcasing how the product seamlessly integrates into their exciting journeys, influencers make it more than just a bag; they make it a symbol of adventure and exploration.

Trust and credibility: Influencers have built trust and credibility within their niches. When they endorse a luggage brand, their followers perceive it as a genuine recommendation rather than conventional advertising. This trust factor significantly enhances the impact of influencer marketing. People are more likely to consider and trust a product when it comes from someone they follow and admire.

Compelling visual narratives: Influencers excel at creating visually engaging content that brings the luggage to life. They produce captivating unboxing videos, travel photos, and videos showcasing the luggage in practical use. These narratives highlight the product's features and benefits, making it more appealing to potential customers

Seamless lifestyle integration: Particularly effective with travel influencers, this technique seamlessly incorporates the luggage into their everyday lives and adventures. By showcasing how the luggage fits into their lifestyle, influencers make it relatable and aspirational for their followers, who envision themselves using the product in similar scenarios.

Precise targeting: Influencers have specific niches and follower demographics. Collaborating with influencers who align with your product allows brands to reach a highly targeted audience. This ensures that the content resonates with potential customers who are genuinely interested in your luggage.

Expanded brand exposure: Influencers have a strong presence on various social media platforms. Collaborating with them not only leverages their reach but also exposes your brand to their diverse audience. This expands your brand's visibility and introduces it to potential customers who might not have encountered it otherwise.

Enhanced customer interaction: Through influencer posts, luggage brands can directly engage with customers. They can respond to comments, address inquiries, and build meaningful connections with the audience. This interaction fosters trust and can lead to increased customer loyalty.

Diverse content formats: Influencers are versatile in their content creation. They can produce a range of content formats, including detailed product reviews, step-by-step tutorials on using the luggage, personal stories about their travels with the product, and even fun challenges. This variety caters to different audience preferences and keeps the brand fresh in their minds.

Data-driven campaigns: Utilising influencer marketing metrics allows brands to measure the performance of their campaigns. Metrics such as engagement rates, click-through rates, and conversion rates help brands refine their strategies for better engagement and ultimately increased sales.

Competitive edge: Leveraging influencer marketing provides luggage brands with a competitive edge. By harnessing the trust and reach of influencers within the industry, brands can stand out and gain a stronger foothold in the market, leading to increased sales and brand recognition.

Secrets behind the success of influencer marketing in the luggage industry:

Identifying the right influencers: Choosing the right influencers is pivotal. Seek out influencers whose values and interests align with your luggage brand. They should have a genuine passion for travel and a style that complements your product. This alignment ensures that their endorsements appear authentic and resonate with their followers.

Creating engaging content: Encouraging influencers to generate captivating and authentic content is crucial. Whether it's through travel diaries, practical packing tips, or insightful review videos, the content should be creative and engaging. This content not only showcases your luggage effectively but also keeps the audience interested and invested in your brand.

Involving promotions and giveaways: Collaborating with influencers to host promotions, giveaways, or exclusive offers is an effective strategy. It not only increases brand visibility but also incentivises their followers to engage with your brand. Giveaways, in particular, encourage user-generated content as participants often share their experiences and excitement, further boosting your brand's reach.

Tracking and measuring: Utilising analytics tools is essential for monitoring the performance of influencer campaigns. Track metrics such as engagement rates (likes, comments, shares), click-through rates (CTRs), and conversion rates. These metrics provide valuable insights into the impact of influencer marketing efforts on sales and brand awareness. By measuring the outcomes, you can refine your strategies for even greater success in future campaigns.


Influencer marketing stands as a dynamic strategy with immense potential for luggage brands. It harnesses the visual allure, lifestyle resonance, and trust cultivated by influencers to craft genuine and captivating stories around luggage products. When executed proficiently, this marketing approach can propel engagement, elevate brand exposure, and, most importantly, drive sales. It emerges as a valuable asset for luggage brands seeking success in the digital era.

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