Away’s arrival to the DTC luggage game was, well, a game changer as the brand famously shook up the once dormant category.

But over the past few years, as the retailer struggled with post-pandemic troubles, a number of competitors that mimic its aesthetic—most notably Monos—have come up, creating an undeniable need for Away to stand out.

Since then, the brand has worked on turning itself around both by hiring a new CMO, Carla Dunham last November, and launching a re-imagined version of its Classic suitcase collection. (P.S. If you want to know more about that and the brand’s influencer collaborations, don’t forget to read our previous story.)

But Dunham’s arrival has also been instrumental in shifting the retailer’s public image and connecting with new customers. In an exclusive chat, she tells us how exactly she does it all.

On effectively utilizing its communication channels

Increasingly, we really think about it less in terms of one specific channel and much more specifically in terms of funnel. The reason I say that is we’re really mindful of customers who have different degrees of familiarity with ourselves with our product, so when we think about someone coming through our funnel, we’re really mindful of what it is we want them to learn about us and how we want them to learn it. How do we want to move that awareness into engagement and then, ultimately, conversion?

Keep reading here.—JS

Influencer rates are rising, brands are seeking communities, and people—particularly Gen Z—are growing wary of influencers’ promoted products.

In response, some marketers—particularly those in the CPG and retail space—are banking on user-generated content (UGC) to reach social audiences, encouraging people without huge followings to post about products in what may appear to be more authentic than influencer posts while also likely saving money on rates.

Some in the space said UGC has the power to replace big-budget influencer deals, while others argued it’s more of a supplement to engage audiences at all levels.

Keep reading here on Marketing Brew.—KH

Today’s top retail reads.

Spending quirks: The latest data notwithstanding, US consumers are acting in some perplexing ways these days. Here is a breakdown of some of the trends influencing spending habits. (CNBC)

Out of the box: Amazon is reportedly planning to start delivering certain large items, like TVs and appliances, without a cardboard box. The initiative, designed to cut down on cardboard use, means some items will arrive in the manufacturers’ box, giving nosy neighbors everywhere a chance to peek at your next big purchase. (Forbes)

How to market a tampon: The San Francisco-based startup Sequel has to figure out how to gain customers in a market dominated by just a handful of companies. (the Wall Street Journal)

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Retail marketing hits and misses from the past week.

Keeping the thread: Brands such as Anthropologie and Wendy’s are winding down their presence on Meta’s Threads, as the platform rapidly loses users. But others are doubling down: Bookshop.org has established a distinctively snarky voice on the social media app, even posting last Friday that “Bookshop.org rules, Am*zon drools.”

Copycat controversy: Victoria’s Secret is getting heat from fashion fans for cribbing the style of a previous marketing campaign from shapewear brand SKIMS, saying the concept and photography are basically the same. (Blakely Thornton on TikTok)

Saucy response: Campbell’s recent acquisition of Sovos, the parent company behind Rao’s pasta sauces, has some fans worried the “only decent jarred sauce” is about to get worse. (@fritolaysia on X)

Pumpkin-spiced promotions: Krispy Kreme last week proudly shared that it’s promoting its pumpkin-flavored donuts “earlier than ever” in what may well be the starting gun to this year’s autumn-themed marketing season. (Krispy Kreme on X)

First look at fall fashions: In other seasonal news, Calvin Klein CMO Jonathan Bottomley took to LinkedIn to highlight the fashion brand’s Fall 2023 campaign, which features rapper Kid Cudi, Kendall Jenner, and BTS star Jungkook. (Jonathan Bottomley on LinkedIn)