d2c

How a D2C Brand Becomes a 'Cult'

A cult case study.
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Away

less than 3 min read

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D2C brands that were minted as unicorns this decade all positioned their products as sans serif tickets to exclusive communities. Customers who bought in became so devoted, we didn’t hesitate to call them part of a “cult.” Here’s how one brand pulled it off.

A cult case study

Away was founded in 2015 to make suitcases for people who consider wanderlust a personality trait. By 2019, it was valued at $1.4 billion. Along the way, it accumulated brand evangelists through...

  • Value-signaling. Away advertises its luggage less as luggage and more as a personal travel assistant.
  • Instagram posting. Away posts photos of its customers with their luggage to encourage sharing and engagement.
  • Lifestyle building. Away expanded from its first hardshell carry-on (2016) to a magazine and podcast (2017) to smaller travel accessories (2019), all to become an all-in-one travel destination.

But the tribe mentality had a dark side. As Away grew at a breakneck pace, it also became a toxic workplace environment. Former employees reported working unmanageable hours and being bullied by execs in the name of “customer obsession”—this month, CEO Steph Korey stepped down from her role. We’ll see if Away loyalists stand by the brand when its new CEO, Lululemon’s COO Stuart Haselden, comes aboard in January.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

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