BÉIS relaunches bestselling Weekender bag using bad customer reviews to drive innovation
Popular luggage and travel bag brand BÉIS is disrupting traditional marketing campaigns and practicing radical transparency with its latest endeavor: the relaunch of several bestsellers with new and improved design, centered around the famous Weekender.
Framed as a "reintroduction" of the brand's core collection, this latest launch saw BÉIS and its founder, actress and entrepreneur Shay Mitchell, take honest customer feedback to heart while rejiggering the way they create the pieces shoppers come back to time and time again.
The Weekender, for example, has more than 15,000 five-star reviews and has sold more than 2 million units since launching in 2018. Some shoppers had issues with the design, however, and BÉIS chose to tackle this head-on with a cheeky campaign starring Mitchell in a white jacket and goggles as she prepares to do "surgery" on one of the bags.
BÉIS sent one of the new and improved bags to the "GMA" office to check out, and in addition to the top-quality construction, convenient organizational components, travel sleeve and easy-gliding zippers, we were impressed by the packaging it arrived in -- plastered in bad reviews of the original Weekender that highlight some of the changes made to the design.
"The weekender bag in fact does NOT fit a weekends [sic] worth of clothes/toiletries," one reviewer wrote.
"Very heavy and cumbersome to carry," another person wrote.
Adeela Hussain Johnson, CEO of BÉIS, addressed the issues and the improved designs in a press release announcing the launch.
"This renovation is about taking what we have learned from the way people actually travel with our products and using it to make the core collection even stronger," Johnson said. "It is a meaningful investment in the styles our community comes back to again and again, and in the trust we want to keep building with them."
The resulting Weekender is a traveler's dream thanks to a thick protective laptop sleeve, padded straps for durability and comfort, a sturdy bottom shoe compartment, and a frame-free opening for easier packing, among other improvements. It comes in five fresh colors, including black, olive green and Maple (a rich brown).
This campaign will roll out in phases as customer feedback helps shape the direction of the brand, with refreshed colorways and more innovation to come. Shop everything available on the BÉIS website here, or keep scrolling for direct links to the Weekender and its Mini counterpart.
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