How Eastpak gained clarity on customer expectations across Europe

Eastpak, a globally recognized lifestyle and travel brand, aimed to strengthen its position in the competitive soft luggage market. To make informed decisions about future product and marketing strategies, Eastpak wanted to better understand how consumers across Europe choose their travel gear — and what drives their preferences when purchasing soft luggage. With a focus on urban travelers aged 25–40 in Germany, France, and Italy, the brand commissioned a foundational research study to uncover key insights.

Business challenge

The challenge was clear: gain a deep understanding of consumer needs, behaviors, and decision drivers in the soft luggage category. What motivates customers to buy, what features matter most, and how can Eastpak stand out in a crowded, price-sensitive market? The goal was to define clear success criteria and lay the groundwork for future product and brand development.

How we made the difference

We conducted a 0-measurement exploratory study to map the current consumer landscape in the soft luggage segment. This phase was designed to identify pain points, reveal expectations, and detect untapped opportunities across three key markets. Using quantitative research (n=300+) across Germany, France, and Italy, we gathered data on customer preferences, shopping habits, price sensitivity, and feature priorities. This solid foundation now enables Eastpak to steer its product innovation and go-to-market strategies with greater confidence and customer alignment.

How we added value

We gathered insights from a broad, multi-country sample of travelers, focusing on their behavior, preferences, and pain points when it comes to wheeled soft luggage.

Here are a few key takeaways that helped guide the next steps:

• Frequency of purchase varies: while 29% buys every 2–3 years, 28% do so at least annually — suggesting the category holds more recurring value than expected.
• While physical stores remain relevant, the importance of online channels is undeniable. Over half of respondents (57%) still buy in physical multi-brand stores. Yet, a growing number turn to online: 54% buy via e-commerce platforms, and 31% use official brand websites. This highlights the need for a strong, visible presence across both physical and digital touchpoints.

• Although often underestimated, the soft luggage category matters to people — especially when it comes to comfort, usability, aesthetics, and functionality.
• Eastpak is a trusted brand, but is still primarily associated with backpacks. This affects both pricing perception and category relevance.

Decisions

• Based on these findings, the brand team was able to rethink their distribution strategy, especially for online channels — ensuring a more diverse and complete product offering is visible and accessible.
• The research also sparked internal discussions around how to strengthen the positioning of wheeled soft luggage within Eastpak’s portfolio — by highlighting its unique benefits and ensuring the category feels like a natural extension of the brand.
• Finally, the insights offer clear opportunities for product development.

‍

“By understanding our customers' true needs and preferences, this research has given us the clarity we needed to refine our product offering and strengthen Eastpak’s presence in the soft luggage market. The insights have empowered us to take a more customer-centered approach in everything from distribution to design, ensuring that our products truly resonate with the modern traveler.” - Pete Winkworth - Global Marketing Director, Eastpak