How Swiss Military has turned Affordable Luxury into a formidable marketing strategy

Swiss Military, a pioneering name synonymous with quality and innovation in the travel gear industry, has once again raised the bar with its latest offerings for 2024. In an exclusive interview with Adgully, Anuj Sawhney, Managing Director, Swiss Military, delves into the inspiration behind the new additions and the brand's steadfast strategies for meeting the ever-evolving demands of consumers. From meticulous craftsmanship to a keen focus on sustainability and affordability, Swiss Military continues to redefine the travel gear landscape with its commitment to excellence.

Could you tell us about the latest SKUs introduced by the Swiss Military for this year? What inspired these additions to your product lineup?

Swiss Military is thrilled to introduce a new luggage range for 2024, each meticulously crafted to meet our customers' evolving needs and preferences. The new SKU expansion for this year is focused within the South India Market via our new vendor associations, in keeping with our commitment to be easily available to our customers everywhere.  The innovation, quality, and customer satisfaction we strive for is not just in our product inventory but also in our retail formating. Our designs have time and again been revolutionised to encapsulate all of the travel needs and convenience always at the fore of all our brand activities. The Maze, Horizon, and Edge are our polypropylene hard care products, like the trolley bags and suitcases, that offer durability, functionality, and contemporary design elements tailored to modern lifestyles in India. Our polycarbonate products, such as Vector, Arctic, Sapphire, and Kinetic, embody Swiss Military's dedication to precision engineering and performance excellence. Our soft products, like duffel bags, Mercury and Honey, also prioritise comfort, versatility, and style.

Each addition to our product lineup reflects extensive research, customer feedback, and market insights, ensuring that Swiss Military continues to deliver exceptional value and meet the diverse needs of our discerning customers.

What are some of the key trends that you are noticing in travel gear preferences this year, especially among Gen Z and millennials?

The Swiss Military has observed several key trends in travel gear preferences, particularly among Gen Z and millennials that are touted to be a pragmatic, socially conscious, and trend-focused generation. As we approach the summer and spring travel season and the increase in travel demand, especially after periods of restrictions, consumers are seeking cabin-sized (20") and larger-sized (28") luggage options to accommodate their travel needs effectively.

Moreover, there is a growing emphasis on unique designs and vibrant colours, reflecting individual style preferences and the desire for standout products. Gen Z, in particular, gravitates towards travel gear that makes a statement and reflects their personality. In the trolley bags, products like Maze, Edge, and Kinetic from Swiss Military's lineup are well-positioned to meet these evolving preferences, offering not only functional features, but also contemporary designs that resonate with younger consumers.

By staying attuned to these trends and incorporating innovative designs and colours into our product offerings, Swiss Military aims to provide Gen Z and millennials with travel gear that not only meets their practical needs but also aligns with their sense of style and individuality.

How does the Swiss Military cater to the needs and preferences of Gen Z travellers who prioritise affordability without compromising on style and design?

Swiss Military is dedicated to catering to the needs and preferences of Gen Z travellers who prioritise affordability without compromising on style and design. Our products are strategically positioned in the Indian market under the banner of “Affordable Luxury”, offering high-quality craftsmanship and contemporary design at accessible price points.

Key products from travel gear are Star, Maze, Edge, Kinetic, and Sapphire have been meticulously designed to not only meet the functional requirements of Gen Z travellers, but also align with their budget constraints. These products boast innovative features, durable construction, and modern aesthetics, ensuring that affordability does not equate to sacrificing quality or style.

Combining affordability with luxury, Swiss Military enables Gen Z travellers to express their individuality and style without breaking the bank. Our commitment to delivering value-driven products empowers young consumers to confidently embark on their travel adventures, knowing they have access to reliable and stylish gear that enhances their travel experience.

In the competitive landscape of the travel gear industry, what marketing initiatives has Swiss Military undertaken to differentiate itself and connect with its target audience effectively?

Swiss Military has strategically undertaken various marketing initiatives to distinguish itself and forge strong connections with its target audience in the competitive landscape of the travel gear industry. Central to our approach is the concept of “Affordable Luxury”, wherein we offer products that blend high-quality craftsmanship and premium design at accessible price points. This positioning sets Swiss Military apart from competitors, enticing customers with the allure of luxury without the exorbitant price tag.

Moreover, we emphasise our commitment to providing value for money, ensuring that customers perceive their purchases as smart investments. Swiss Military’s products are characterised by their international design aesthetics, appealing to diverse consumers with varied style preferences. By incorporating modern and stylish design elements into our offerings, we attract attention and stand out in the market. The overall look and feel of Swiss Military products play a crucial role in differentiating the brand, with a focus on creating items that not only perform well, but also exude sophistication and elegance, enhancing the overall customer experience.

Through these strategic marketing initiatives, we effectively differentiate ourselves in the travel gear industry and cultivate meaningful connections with our target audience, positioning ourselves as a preferred choice for our customers seeking affordable luxury and value-driven products with international design appeal.

How do you perceive the evolving consumer behaviour within the travel gear market, and how does Swiss Military adapt its strategies to meet changing demands and preferences?

As the travel gear market evolves, it extends beyond mere functionality to encompass elements of fashion and style. This shift is evident in the changing product segmentation, where traditional colours are being replaced by vibrant hues and pastel tones, coupled with innovative designs and advanced technology. Drawing from our international experience and exposure, we recognise these shifting consumer preferences and are poised to introduce similar trends to the Indian market.

We aim to offer value-added propositions alongside fashionable and technologically advanced products, aligning with the evolving demands of modern consumers. By staying attuned to changing consumer behaviour and market trends, we adapt our strategies to ensure our offerings remain relevant and appealing to our target audience. This proactive approach enables us to maintain our competitive edge and effectively meet the evolving demands and preferences within the dynamic travel gear industry.

Could you shed light on Swiss Military’s approach to allocating advertising spends across various channels and platforms to maximise reach and engagement with potential customers?

Swiss Military adopts a balanced approach to allocating advertising spending across various channels and platforms to maximise reach and engagement with potential customers. Recognising the importance of both online and offline channels, we ensure that our advertising budget is evenly distributed between the two. This approach allows us to effectively target customers across different segments and cater to their diverse preferences.

The allocation of advertising spending is guided by seasonality and the specific requirements of each channel. For instance, during peak travel seasons or festive periods, we may allocate a higher proportion of our budget to online channels to capitalise on increased online shopping activity. Conversely, during offline retail events or promotional campaigns, the focus may shift towards offline channels to drive foot traffic and enhance brand visibility in physical stores.

With the rise of digital media consumption, how does the Swiss Military leverage online platforms and social media to engage with its audience and drive brand awareness and loyalty?

Swiss Military recognises the significance of digital media consumption and strategically leverages online platforms and social media channels to engage with its audience and drive brand awareness and loyalty. Over the past two years, we have actively invested in digital media advertising, recognising it as a fast and effective medium to reach a broad audience. Moving forward, Swiss Military has ambitious plans further to enhance its presence and activities on digital media platforms.

Through targeted advertising campaigns, engaging content, and interactive social media posts, Swiss Military aims to create meaningful connections with its audience online. By leveraging digital platforms’ vast reach and targeting capabilities, we can effectively reach potential customers across demographics and geographic locations. Additionally, Swiss Military utilises social media channels to foster a sense of community among its followers, encouraging interaction, feedback, and brand advocacy.

In an era of heightened environmental consciousness, how does the Swiss Military integrate sustainability into its product offerings and marketing messages to resonate with environmentally conscious consumers?

Swiss Military places a strong emphasis on sustainability, both in its product offerings and marketing messages, to resonate with environmentally conscious consumers. We have integrated eco-friendly materials and practices into our product line-up, showcased in the “EKOSWISS” range, including products made from recycled PET materials, micro-modal, and bamboo cotton fabrics. These initiatives align with our commitment to reducing plastic waste, promoting a circular economy, and appealing to modern consumers who prioritise sustainability.

In our marketing messages, we highlight our dedication to sustainability, emphasising the eco-friendly features of our products and our broader commitment to environmental stewardship. Swiss Military communicates its sustainability efforts through various communication channels, including advertising campaigns, social media posts, and product packaging, to build trust and loyalty among environmentally conscious consumers.

By integrating sustainability into both its product offerings and marketing messages, Swiss Military not only meets the growing demand for eco-friendly products, but also aligns itself with the values and preferences of environmentally conscious consumers. This approach contributes to the brand's positive reputation and fosters long-term relationships with consumers who prioritise sustainability in their purchasing decisions.

As consumers increasingly seek personalised experiences, how does Swiss Military tailor its marketing efforts and product offerings to cater to individual preferences and needs within the travel gear market?

Swiss Military tailors its marketing efforts and product offerings to cater to individual preferences and needs within the travel gear market by prioritising customer-centricity and innovation. Through extensive market research and customer feedback, the brand identifies emerging trends and evolving consumer preferences, allowing it to develop products that resonate with individual needs and desires.

In its marketing efforts, Swiss Military emphasises the value proposition of its products, highlighting features that address specific pain points or desires of travellers. By leveraging digital channels and data analytics, we personalise marketing messages and promotions to target different market segments effectively. Whether through targeted advertising campaigns, personalised email marketing, or interactive social media content, Swiss Military strives to create meaningful connections with consumers and provide them with relevant and timely information.

Moreover, Swiss Military continuously innovates its product offerings to meet the diverse needs of individual travellers. Introducing new designs, materials, and functionalities ensures that our products remain relevant and desirable in a rapidly evolving market. Whether it’s lightweight and durable luggage for frequent flyers or versatile backpacks for adventure travellers, Swiss Military’s product range caters to a wide range of preferences and needs.