GoKawiilAway’s millennial customers grew up and had kids. Now the company is making bags for their tweens. When it launched a decade ago, Away captured the hearts of millennials with its colorful, affordable suitcases with ridges. Those original customers are now in their thirties and forties, traveling around the world with their kids—many of whom are entering their tween years.
Why Away is betting on tweens as its next big customer base
Why This Matters
Away's strategic shift to target tweens reflects the company's recognition of evolving customer demographics and the importance of cultivating brand loyalty early. This move highlights how brands are adapting to changing consumer landscapes to sustain growth and relevance in the competitive travel accessories market.
Key Takeaways
- Away is expanding its target audience to include tweens, aiming to build brand loyalty early.
- The company is leveraging its existing millennial customer base, now parents, to reach their children.
- This strategy demonstrates a focus on long-term growth by engaging younger consumers before they become adult customers.
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