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Fashion Briefing: How Zara Larsson, Charli XCX and burning suitcases drove a boom in Away’s aluminum luggage business

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Fashion Briefing: How Zara Larsson, Charli XCX and burning suitcases drove a boom in Away’s aluminum luggage business

This week, we take a look at how the luggage brand Away has been showing up across pop culture and how its top-of-funnel marketing efforts have led to growth in its aluminum luggage business.

Brand marketers often talk about the importance of popular culture. Phrases like “being at the intersection of fashion and culture” or “moving at the speed of culture” tend to litter marketers’ remarks about how they show up for consumers today.

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