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Was it inspired by your love for travel? - miniming - 16-05-2021 06:51 AM

Was it inspired by your love for travel?

[Obrázky: daniel-frank-562025-unsplash.jpg]

Shay: For sure, my love of travel led me to have my own travel experiences - and experiences with bags and travel accessories - which led me to have very specific opinions about what constituted a “good bag” vs a “bad bag.” I would find myself on a trip, having the best time but with a bag that was epically failing me. This happened a lot and at a certain point, I started taking my frustration to paper...or more often than not, cocktail napkins or whatever other random scraps I could get my hands on...doodling my ideas for my dream bag. The bags in my head always combined form and function and when I encountered a “problem,” I thought through how I would like it to be fixed. Starting BÉIS was one of those “perfect storm” opportunities that I literally jumped at when it came up. All of my experience from travel, and my doodles and ideas from traveling with bags that didn’t live up to my expectations, have endlessly served me as we dream up, design and maximize function (and form!) of BÉIS pieces.



How quickly at the start of the pandemic did Beis see they needed to pivot their inventory and their approach?

Adeela: Right away. I remember calling Shay the day after lockdown and discussing how we have to pivot our assortment strategy and adjust our inventory plan. There was so much uncertainty at the time and my number one priority was to remain nimble so that we could understand the environment, read the consumers’ needs and be able to react, quickly. We leaned in to our top sellers and scaled back a bit on the pieces that were more overtly “plane travel;” such as rollers. We also looked at our future assortment plan and scaled back on luggage innovation but leaned into our smaller and “hands free” fashion and seasonal pieces. No one knew, at the time, how long we would be “grounded,” but we had to make some big bets, without a lot of foresight, because production timelines are at least 3-4 months. With a little luck we got some things right.

Which of these pivots worked the best and why?

Adeela: There were a few key decisions we made early and decisively that I believe helped us. Our inventory and assortment strategy aligned with where we predicated the market would move during a time when people would travel on planes less, but still need to move around. Instead they would travel in cars, go on more staycations with their families, get outdoors more and likely go on more walks – so, our assortment and buy strategy supported what we believed would be the “new normal.”

Also, we had to take some big bets in terms of where to invest. We wanted to be conservative where we could and double down in areas that were important to integrity of our business, our brand and our consumer. We pulled ads that spoke just to plane travel and repurposed those dollars to driving home the brand message of being an on-the-go and versatile brand, We also focused on creative content that highlighted the functional aspects of our products. The consumer responded very well to this because it showed value for their spend and continued to showcase our points of differentiation. The weekender, as an example, drove 4x DTC revenue and the work tote 2x DTC revenue, almost overnight, as we pivoted the message and creative.

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RE: Was it inspired by your love for travel? - vultorous - 24-08-2021 12:58 PM

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RE: Was it inspired by your love for travel? - vultorous - 29-11-2021 11:03 AM

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