What do consumers want from a luggage brand? Time was when they chose lifelong hardiness and ample space in their travel accessory. And VIP, the 50-year-old label owned by the Dilip Piramal’s VIP Industries, pitched sturdy solidity as a key selling point for years.
But as consumers grew more discerning and travel was viewed more as a lifestyle choice, the brand has had to change too. A slew of sub-brands, aggressive promotions and celebrity endorsers have become the brand's leitmotif in recent years. The aim for VIP has been to make the brand relevant to the ...
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