In a recent interview, Alicia Lee, Business Manager, Asia for American Tourister at Samsonite APAC & Middle East, shared insights regarding the brand’s approach to design and their exciting collaboration with Chupa Chups.
When questioned about American Tourister’s design principles, Lee highlighted functionality, durability, and vibrant aesthetics as fundamental values. She articulated that the brand is dedicated to producing luggage and travel accessories that not only satisfy practical requirements but also reflect individual style and a free spirit. The designs are imbued with a sense of enjoyment and liveliness, with the objective of making every journey pleasant and seamless.
Regarding brand collaborations, Lee underscored the significance of partnering with innovative brands that share their core values of creativity, fun, and a dedication to quality. The aim is to establish a synergy that enhances both brands and delivers something unique and exciting to their clientele.
The partnership with Chupa Chups was an ideal match for American Tourister, as both brands are committed to creating visually striking and expressive travel luggage and accessories. The collection sought to blend Chupa Chups’ distinctive and cheerful designs with American Tourister’s functional and visually appealing products, resulting in a range that stands out and delights customers.
Lee detailed the design process behind the collection, elucidating on how they drew inspiration from Chupa Chups’ bold colour palettes and playful patterns. She also referenced the inclusion of a subtle strawberry scent in the collection, reminiscent of the Chupa Chups lollipop flavor, to create a multi-sensory experience for customers.
When discussing the key to successful creative collaborations, Lee stressed the importance of a shared vision, open communication, mutual respect, and a profound understanding of each brand’s distinct strengths and values.
In the broader travel sector, Lee highlighted a trend towards bolder, brighter, and more creative luggage designs. This shift is propelled by factors such as the desire for self-expression, the influence of social media, and brands responding with innovative and aesthetically pleasing designs.
Finally, Lee disclosed that her own creativity is fueled by travel experiences, staying attuned to global trends, and customer feedback and engagement. She emphasized the importance of comprehending customer preferences and listening to their narratives and experiences with the products.
The interview with Alicia Lee provided valuable insights into American Tourister’s approach to design and their successful collaboration with Chupa Chups, offering a glimpse into the vibrant and creative world of travel accessories.