Antler Luggage

Repositioning a stylish brand with true design heritage

Iconic British heritage brand, Antler, has been producing luggage for more than 100 years but had lost its way with consumers, offering a confusing range of products.

Through detailed research, we recognised that talking about functional benefits didn’t connect with the consumer’s emotional journey as they prepared for a physical journey. A piece of luggage was a stylish addition to the wardrobe and said a lot about an individual’s style credentials.

Using this insight, The Write Angle set out to position Antler as a stylish brand, promoting its design heritage and using techniques often used in the fashion industry.

A beautifully-shot look book of products was created for leading fashion and travel journalists to showcase the range. We built a relationship with leading fashion influencers including Gemma Sheppard, Vogue, Marie Claire and Elle. The team used Antler products to travel to fashion shoots and shared their love for the products via social media, reaching a large, fashion-conscious audience.

The journalists also shared their experience as guest bloggers on Antler’s website, helping with search rankings.

The campaign delivered coverage in leading style bibles: Vogue, Marie Claire online, Elle, Company Magazine, the Daily Mail and Good Housekeeping. More importantly, Antler reported that the campaign generated an uplift in sales and excitement about the brand from leading retailers.


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