With funky patterns and pastel colors, much of the direct-to-consumer luggage space focuses on millennials and Gen Z. Calpak, though, is taking a different approach with its marketing.
In the past, Calpak’s social posts primarily showed younger shoppers or influencers using its products at school, on the beach, at the pickleball court and at the gym. Going forward, the brand is funneling ad dollars into showing people of all ages in its campaigns and marketing materials.
While most of Calpak’s customers are millennials, they’re increasingly looking to buy for grandparents, parents, kids and friends, and Calpak wants to reflect that need, said Calpak’s vp of marketing, Jeannie Shin. This shift in strategy also comes as the brand looks to build awareness more broadly and position itself as a brand for all generations and genders.
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