Heys USA Gets Gutsy – And Smart - Fashion Blogs

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In a time when predicting fashion trends has become easier than predicting economic outcomes, consumers’ spending habits have drastically shifted. Consumers must see a reason to purchase a product, and without rationalization of why something is necessary, consumers tend to move on to purchase something more practical or not purchase anything at all.So what makes consumer tick these days? Moreover, what compels them to buy? These seem to be the questions on every marketer’s mind. Is it authentic engagement through social media? Is it celebrity cache? Or is it something more simple?Could it be something as simple as HAPPINESS?Apparently, the concept of happiness wasn’t lost on savvy luggage-maker Heys USA. The company approached Romeo Britto to create an affordable high-end luggage collection last year, despite the economic crisis. Romero Britto is a well-known South Florida painter, sculptor and designer known for his colorful, pop art pieces; his work has a track record of using jovial designs to help companies sell products (Miami Herald).The collection with Heys USA and Britto features a plethora of colors accentuating cartoonish hearts, butterflies and flowers between sharp, black lines. “The feel-good mood of the design has helped push sales of the luxury collection despite the current state of the U.S. economy with its high rates of unemployment and financial uncertainty,” said Heys CEO, Harry Sheikh.The collection has been so impressive that retailers such as Neiman Marcus have featured it on store floors alongside other luxury luggage brands such as Louis Vuitton, Chanel and Gucci. This kind of association with luxury has launched the brand into a new direction; a four-piece set of the Britto collection originally cost $1060.00 (it still does), but Heys has more recently designed single pieces that retail for upwards of $5,000.In a time when current luxury brands such as Jimmy Choo, Norma Kamali and Alexander McQueen are designing down, or at least designing more affordable lines to meet consumer price points, Heys is designing up.Designing more expensive collections is no small feat for any retailer in this market. Heys USA is an impressive brand. By conducting simple market research, they’ve adapted their product lines to meet the demands of current customers. Beyond the Britto Collection, Heys has launched other lines or improved current best-selling products that it manufactures:1. For eco-conscious travelers, Heys USA created a three-piece eco-friendly luggage set made from 100% recycled abs plastic material that retails for under $500.00.2. For frequent business travelers, or for travelers sick of paying the ever-rising airline baggage check fees, Heys offers the Xcase, a durable, lightweight (5.4 lbs) carry-on that costs $99.95 to $149.95.3. In the accessories category, Heys has created a portable device known as the eScale ($32.45) that tells travelers how much their luggage pieces weigh. According to Sheikh, this item has been selling rapidly ever since airlines upped their overweight baggage fees last year.By creating innovative ways to meet consumer needs, Heys will continue to see positive growth and discover new markets with large revenue potential. Why? Because they are looking at problems and creating solutions. If you have the solution and if that solution is the right price, consumers will pay for it. Furthermore, if you do it in a unique, functional and even beautiful way, the consumers will generate demand that’s beyond any product line’s expectations.For more online retail marketing strategies, visit FashionablyMarketing.Me