Retail Diary Confidential: Retail 101 - Travel & Retail and an interview with Alice Chen from Away
Community, Social Media & Travel. A conversation with Alice Chen and all of the Retail Diary Travel Gift Guide items. Plus a round-up of BFCM deals to have on your radar.
Retail 101: Travel & Retail Planning
Besides Gifting, Promotions, Hosting and Celebrating, another key category I think about in Q4 is Traveling. Whether you are going somewhere to spend time with family, exploring a new city or relaxing by the beach or pool, some sort of travel might be in your plans. Earlier this year I read
interview with Alice Chen from Away as I have been so impressed with the innovation at Away and their social marketing campaigns. For today’s Retail Confidential I asked Alice Chen a few questions around community and social media and I’ll share a few of my thoughts around Travel & Retail and a Travel Gift Guide.The Holiday Files: Magical Holiday Experiences
ALICE CHEN, Director of Social Media & Community at Away
Retail Diary: Briefly explain what your role is. What areas do you support, what categories do you cover and your favorite part of your job.
Alice Chen: I’m the Director of Social and Community at Away, where my team owns organic social strategy and creative, community engagement, and influencer. We’re responsible for telling our brand story online, surprising and delighting our community, and creating a corner of the internet where you actually want to stay and hang for a minute.
Retail Diary: How early do you start planning for the holiday season in your role, and what's typically the first thing you focus on?
Alice Chen: As a wider team, we’ve got holiday on our minds before summer’s even over, when ideation around messaging and creative starts to kick off. Concepts get locked in the fall, and this year, we wrapped our campaign shoot in October. On social, the conception and execution happens on a much shorter lead time. Though our messaging always ladders up into our wider brand campaign, we’ve found that it’s critical to take community and culture into account, in the moment, to break through the noise of this heavily commercial period. For holiday specifically, social content is planned the week or two before go-live dates — and we always leave room for reactive, real-time content creation in our workflows. (Yes, that sometimes means same-day concepting, capturing, editing, and posting.) We’re focused first and foremost on meeting our customers’ needs. It starts with widening the breadth and depth of our product selection — this year, our design team has really set Away up to be the ultimate destination for all holiday gifting. Our job now is to make that known. People already know and love our iconic suitcases. But did you know you can also get the most luxurious leather goods, everyday bags and accessories (this is the tote our founder was stopped in the street about, more than once!), and super-giftable minis? We’ve also leveled up our personalization options, making Away an even more special holiday gift.
Retail Diary: What's your favorite part about preparing for Q4 in your job? Is there something that gets you particularly excited each year?
Alice Chen: What I love most about the holiday season is that as brands, we’re in the business of creating a magical experience for our audience — both IRL and online. It’s a lot of hard work to bring holiday campaigns to life, but at the end of the day Q4 is when teams typically get the most resources to create a ton of impact, and it’s pretty special to be behind-the-scenes in that process.
Retail Diary: Can you share a brief success story or a creative solution you've implemented during a past holiday season?
Alice Chen: There’s a lot of messaging that needs to come through every holiday season. On social, we’re speaking to everything from new launches to shipping cut-offs to promos to shopping in retail — all while entertaining and engaging our audience. When it came time to speak to personalization last holiday, we really needed a way to cut through — and ended up leaning into a trending influencer approach to speak to personalization in an unexpected way. At the time, Jake Shane’s “nyming” videos were taking over TikTok, and his playful acronyms were the perfect way to show off our personalization capabilities across our full product line. The video we partnered with him on earned 14.4M views, driving widespread awareness of the brand, our products, and our personalization.
Retail Diary: Any tips or ideas for coming up with original holiday key items, strategies or plans year after year?
Alice Chen: My biggest tip when it comes to holiday is to not reinvent the wheel every year. If you really listen to your community, you’ll realize they’re already telling you what they need and want — start there.
Retail Diary: If you could give one piece of advice to someone in your industry about holiday preparation, what would it be?
Alice Chen: same as above!
Retail Diary: What gifts are you on the hunt for this season? Something exciting to gift and something from your own wish list.
Alice Chen: I’m gifting everybody a personalized Mini Crossbody this year! We just brought this beloved icon back (and in a better way, with a removable crossbody strap) — I can’t get over how cute it is, and am also floored by how much you can fit inside. It’s a part of my everyday rotation right now! I’m also on the hunt for baby gifts … I’ve coincidentally got a number of people in my life having babies right around the holidays this year, so I’m keeping my eye out for gifts that meet both mom and baby’s needs. If you’re in the same boat … we just launched two amazing diaper bags that truly do it all.
As for me, I’m in my annual winter nesting phase, so have home items exclusively on my personal wishlist: Fredericks and Mae cutting boards to brighten up the kitchen, portable lamps I can style and restyle throughout my space, *that* Instagram bevvie fridge (Black Friday sale hint hint), and a coffee maker I can schedule in advance to have a brew ready the moment I step out of bed.
Gift Ideas For the Traveler
I’m a fan of Away suitcases and travel accessories and have a bunch that I love. We are an Away family and my kids can roll their own suitcases too (they have the smaller carry-on.) We are a carry-on only crew as I don’t have the patience to wait for my luggage at the end of a long trip and there is always that fear of lost luggage (note on that, always use an Airtag.) A few things I love that I highly recommend for traveling and great as gifts:
I recently gave my mom a Softsided Away suitcase. I love the hard sided one too but this one is so lightweight it is perfect for my mom. I also got her the Away travel fanny pack for all her adventures.
I’ve been using the Away Toiletry Kit and I keep it packed with my essentials so I don’t need to repack for each trip. If I run out of something I refill as soon as I’m back home.
I also keep this case** packed with all my chargers and it goes in my tote bag. I use this charger** which has a spot for my iPhone, iPods and Apple Watch. One charger for 3 devices - that is efficiency. I have an emergency Aquaphor**, mini Summer Fridays Jet Lag Mask, my favorite Jet Lag Eye Serum, YSE Eye Masks for the plane (Use code SARAH-15 for 15% off) and Sidia Hand Serum. I keep in this for easy access while in flight.
Cincha Travel Strap keeps my tote firmly in place as I roll through the airport.
Other gifts I love to give to the traveler:
For our Anniversary I gave this personalized Passport Holder to my husband with a special message. I love a gift that can be personalized and elevates a trip with something special. This one uses your own handwriting making it even more special and unique.
This Longchamp Tote is perfect for travel because you can unzip it to expand. Works as an overnight bag, a carry-on tote or an extra bag for all your trip purchases on the return. This tote is so large I can add my everyday handbag or this suede tote into it maximizing the handbags I use on any trip.
Cashmere Shawl to wear on the plane. So much more elevated than any airplane blanket. Or try the White & Warren version available in every color.
Double Glasses Case - I use mine everyday but these would be great for a traveler too. Compact and safe way to bring more than one pair.
Jewelry has two options - either keep it organized, and I love this case. Or wear the items to travel that you plan use on vacation. These art-deco inspired leverback earrings from Dorsey, the 12 stone Curve Necklace (available in white sapphire or diamond) and the Kate Tennis Necklace are all great options to travel in as they can be dressed up or down.
A Kindle**. As much as I love reading physical books, having my Kindle has made it so much easier to travel with and bring multiple books on a trip without taking up extra room.
Traveling - Items to Pack
I’m prepping for two upcoming trips. One is cozy vibes heading to Sea Ranch with my extended family. The other is Hawaii and I’m excited to mix in a few warm weather updates. Here is what I have my eyes on:
Vacations with my family mean I want my jammies to be super lounge appropriate and cozy. Perfect for watching movies together and keeping on for breakfast in the morning. I’m bringing this pair for cozy and this pair for warmer weather. Use code retaildiary for 15% off your order.
I plan to pack this sweatshirt, this Goop cozy sweater, this cabin ready fleece and I’m still deciding which pair of cozy pants to wear but I’ll likely be bringing these performance joggers.
If you need a pair of cozy shoes, Freda Salvador has a huge sale on their Brooke Boots - 25% off! Water resistant and great for winter city trips too. Use code BROOKEBOOT25.
For my beach vacation I ordered a few new pieces from my favorite swimwear brand, Left on Friday, a swim shirt and a second bathing suit in the same style I love. This time in the eggplant color (Legend). They also have great cover-ups you can also use as a travel fit.
I’ll pack these sandals but I’m considering adding these too since they work for the beach, pool and wearing out. A smart investment because I would wear next summer too.
Before I leave I made sure to stock up on Supergoop! If you know someone going on a warm weather trip you could add this to their gift to make sure they are prepared. This kit has all 3 of my essentials. Another good reminder to use your HSA/FSA savings before the end of the year. Use code Sarah10 for 10% off.
I have been looking for a black straw bag and noticed that
has this one too. She styled this week in her 5 great things. I plan to use this Hunting Season Basket for my Hawaii trip - both as a carry-on and a beach bag (it fits in my Longchamp Expandable Tote.) Since it is black I’ll also use as a work bag too since it feels a bit more elevated and I love that Becky showed us how to style year-round. A win!
Next, let’s dig into opportunities for Travel & Retail to play together. There are so many opportunities for Retail to appeal to a customer/traveler looking for something special and memorable.
Traveling for the Holidays? A few tips & finds
Retail Opportunities
I love the idea of finding something new and different when I travel. Nothing excites me more than 1) finding something I can’t get at home 2) Retail Entertainment - a special experience in a store. Retail as Theater!
Ways Retail can be unique when traveling
Exclusive Assortment - Retailers/Brands like Hermés and Chanel will make sure that different locations have special finds only available there. This makes the store a destination, drives the urgency and creates a special souvenir moment.
Hotel Collab - similar to the exclusive assortment, I love when Larroudé partnered with Rosewood in St. Barths for a special shopping experience. You can’t find the experience elsewhere and it is a fun take on a hotel gift shop. Elevates it. Dior has also partnered with Rosewood on the Dioriveria shopping experience too.
Store Locations - Whether it is Jacquemus in Capri or Toteme’s summer residency on Filicudi there are opportunities to take advantage of special travel destinations and create a reason to shop and a reason to even visit a location. Shoppers who are loyal to brands will want to see how they show up in different locations. I even see this with what The Row is doing now. Each space is unique whether it is in The Hamptons or Paris. LVMH also recently created a destination out of the Louis Vuitton shop on 5th Avenue.
Pop-Up Seasonality - Aspen and other major skiing destinations also create seasonally appropriate and relevant shopping spots. It would make sense that those visiting the destinations would love to shop ski items or maybe need something fresh for the slopes. Target audience meets a great retail opportunity.
Beauty Kits - these are fantastic for trial & travel. Brands are smart to create kits as a lower entry price point to drive trial but I also love using these to travel with. Easy to decant with the items I always use at home or sometimes it is fun to have something special or different to use on vacation. A great example is my favorite hair care products at the moment available in this mini travel kit from Roz Haircare.
Duty Free & Airport Retail - This category has evolved far beyond the traditional alcohol and fragrance offerings. LVMH's ownership of DFS (Duty Free Shops) demonstrates the luxury potential in transit retail. Airport shopping has become a destination itself with unique experiences and exclusive products. Luxury houses like Dior (all in the LVMH ecosystem) create special-edition "travel retail exclusives" only found in airports. And shopping can take over the terminal, like in Singapore’s Changi Airport there is a butterfly garden and high-end shopping center to create a luxury experience and capture more of the traveler’s wallets.
Where are some of your favorite vacation destination shops or ways you love to discover shopping on vacation?
PSA: Sales
Black Friday-Cyber Monday sales can be overwhelming. My tip, if you didn’t want it before, you don’t need it now. As for gifts, write a list out and stick to it. Make sure you have everyone covered and try and start the list before the sales start so it is an idea you love vs inspired by a “good deal.” I always check return policies too and love when retailers have an extended return policy during the holidays to support gifting.
MyTheresa has a Chloé Private Sale going on now. Maybe pick up a fun pair of sunglasses to wear on vacation or a really smart work tote.
Away is 25% off. If you already have a suitcase I would recommend checking out this lightweight tote or if you like to travel with all your essentials this train case is like an updated Caboodles.
Vestiaire Collective has their Black Friday preview going on now. For the traveler there is a mini Chanel leather train case for under $750, an Hermés Twilly makes a great gift, a never-worn Jacquemus denim handbag (cute for a college student or recent grad) or a western inspired Hermés bag charm.
Ring Concierge has 30% off early for anyone who signs up for their marketing. If you are looking for a gorgeous tennis bracelet or studs this could be your sign.
Ariel Gordon Jewelry is already running 20% off with code CHEER20. Make sure you order any personalized pieces (like this classic disc) by 11/25 to receive in time for the Holidays.
One of my favorite sweaters, the Jenni Kayne Cooper Cardigan, is 25% off for Black Friday along with a ton of other great pieces.
Freda Salvador Brooke Boot is 25% off. Use code BROOKEBOOT25. She’s water resistant, easy to care for and easy to style.
Margaux has their Black Friday sale coming up and their boots are so comfortable. I wore the Agnes boot to a concert and no complaints from me.
and I were chatting about how much we love this boot!InnBeauty Project launched their Black Friday Sale with bundle pricing. 35% off custom bundles and 30% off all orders over $100. The items I’ve been grabbing are the Extreme Cream as my daily moisturizer, Bright & Tight Eye Cream first thing in the morning, a super easy bronzer the Face Glaze Bronze to give me a hint of sun and Sun Balm tinted SPF lip balm (even in the winter I want to protect my lips.)
Ulta launched early Black Friday deals with up to 40% off.
Ami Colé has a deal running, Spend $75+ by Nov 27 & snag a FREE full-size gift:
Highlighter, Brow Gel, or Concealer Brush. Check out the Dream Date Multisticks for all over color (psst they’ve been on Oprah’s Favorite Things List.)Déhanche is up to 30% off for Black Friday.
UBeauty is 20% off and it would be smart to load up on the already discounted Beauty Kits and Bundles. I’m also loving this Resurfacing Flash Peel for party prepped skin throughout the holiday season.
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Retail Diary Gift Guides & Popular Picks This Season
Looking for more inspiration? I’ve organized a bunch here:
At Present Retail Diary Gift Guide - and don’t forget to use code RETAILDIARY15 for 15% off.
More jewelry I love from charms, classics, earrings, pearls and my favorite Dorsey pieces. (What can I say, as a former Jewelry Buyer & founder of two jewelry lines (currently “retired” from) I have an obsession with jewelry).
My kids helped with the Gen Alpha Gift Guide - geared towards elementary and middle school aged kids. Don’t forget Thank You Note Stationery too.
Gifts for the Home & Hosting - a few I love like this Material Kitchen spoon set and spoon rests, the bitty bowls from East Fork and a Votive Set from Hotel Lobby Candle.
Holiday 2024 Beauty Gifts has the Retail Diary edit of the beauty kits, collabs, new launches and more for this holiday gifting season. I’m still obsessed with the Westman Atelier gift items. I’ve given Westman Atelier as gifts before and they always get a Wow!
Little Luxury Upgrades Gift Guide the most popular items from here have been the Kate McLeod Daily Pebbles.
Know someone who loves Books & Retail: grab a book from this list. I’m reading Selling Sexy: Victoria’s Secret and the Unraveling of an American Icon by Lauren Sherman & Chantal Fernandez now.
Looking to gift a sweater? Here are my favorites from La Ligne. Trust me, there is something for everyone at La Ligne. And if they already have a ton of sweaters you should definitely gift the Nori x La Ligne fabric shaver. I love this and use to clean up my pilled sweaters.
And while you are shopping this holiday season, don’t forget all of the Retail Diary Community Discount Codes can be found here.
See you for the Deep Dive on Thursday! For Thanksgiving Week TBD on the content I’ll share. It might be more fun, lighthearted and shopping focused.
Sarah Shapiro
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Kris Jenner works hard but Sarah Shapiro works harder
So jealous of your upcoming trips!! Such great ideas for my next one x