“Survive brands that evoke emotions”: an interview with Alina of Dolinnoe

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

Ukrainian business is going through difficult times, and among the most affected by the quarantine areas are in the catering business, tourism and fashion industry. Mark’s smart suitcases Have A Rest just connected with the last two, and we decided to ask its founder Alina of Dolinnoe about the peculiarities of doing business in turbulent times, and what to save.

The concept of the Have A Rest is very simple – the journey starts with a suitcase, because the stage of preparation for the ride of your dreams is no less important, this is part of it. We want you feel more at home then the travel-mood and filled with the spirit of adventure. Oh, and a juicy photo with the airport has not been canceled. Mark focuses on the combination of bright design and functionality. On the one hand our bags attract attention with their colors (among the most popular shades of Wonder Ocean and Sweet Marshmallow), and on the other help in the journey – in the suitcases of size S we have built a powerbank and USB to charge phone and bags M and L is Libra, so the overload does not become for our customers a surprise at check-in.

According to international research reports the demand for this category of goods such as bags and accessories for travel has fallen several times, naturally fell to us. People do not go anywhere and, in principle, limit the purchase. But we as a young brand was initially tuned in to online sales and I’m glad I don’t have time to invest in opening their own offline point of sales. We are represented in our partners ‘ stores, in the Kiev Central Department store, Oh My Look and Blush, and all the other sales are made only online through its own website and partner stores. After quarantine we did not have additional budget to invest in an online presence – we were already on the Internet. Now we should there be even more.

Despite the fact that the business suffered financial during the quarantine, but he gave a lot of insight about how the world is changing here and now. So, I am once again convinced that a temporary isolation has taught us to enjoy simple things, appreciate nature around you and pay more attention to the eating process. For us, brand owners, this means only one thing – people will choose the brands that give emotions and share the same values.

Naturally, the first thing done was cost optimization. We said goodbye to our office and temporarily refused the services of contractors, manage now on their own. A lot of attention as before pay Instagram – trying not only to showcase our products, but also to give people useful information, inspire and support them. One of the key articles of our cost – targeting. In my opinion, this audience provides the results and on it, as on the creation of quality content, can not save.

Even during the quarantine, we were given 20% extra discount, because sooner or later the borders will open and we will soon start again to travel, but cool suitcase will stay with us for a long time. It’s nice that during the operation we formed a real travel community. Girls come back to us with the suitcases again and again, waiting for the new colors and choose them as gifts. But at the same time and make them bright picture that allows us to work with custom content. By the way, is now the most popular small suitcases – local tourism weekend will be key this summer, so people need neat bags for a couple of days.

For all of our customers, we came up with another surprise – when you purchase they get a steripod. Like a trifle, but pleasant and memorable, even a short trip should be safe.

I believe in synergy, so for several years we have three cool collaboration that I’m proud of. Along with a Milk retailer Kids we have developed a line of suitcases with colorful animal images – artist-designer Anastasia Borko first for us came up with these prints, and then manually tagged each bag. Then with artist Masha Reva created prints based on her signature and recognizable graphics.

My last love is a joint collection with Lilya Litkovskaya called “Full of love”. There is in this phrase, the depth and symbolism, and the suitcases she sounds particularly strong. Also, this collection includes many useful while travelling accessories – from pillows and sleep masks to protective cover and set of Tarot cards. By the way, this collection is popular as gifts.

I’m sure any brand needs not only to sell but to help. For us charity soon became an important part of daily activities, because the beautiful can be not only travel, but also deeds. So, in 2018, the year, along with Masha Efrosinina and the Fund “Your support” we have created a special suitcase tint Ultra Violet (the color of charity – approx. red), 50% of sales which is donated for charity. Also during the quarantine 10% of all sales we pass on the purchase of medicines and remedies to help faster our country to cope with the epidemic of the coronavirus.

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

"Выживут бренды, которые дарят эмоции": интервью с Алиной Долининой

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