RIMOWA

A 74-page study of RIMOWA that proposes a travel apparel line and plans how it would be sold in the Mercer Street store in New York.

The study covers the company's history, brand identity, financials, positioning and distribution; segments its customers and builds a primary persona; and compares the luggage market with the travel and outdoor apparel market, with a SWOT analysis before and after the extension.

The proposal adds a travel apparel category under the theme Engineered for Movement. Technical trousers and knitwear carry the unit volume, and a small run of outerwear carries the highest price. After a visit to the Mercer Street store, the team drew the current and proposed floor plans, keeping the ground floor for luggage and giving the apparel its own floor, and set out pricing, signage, packaging and online merchandising for the line.