Luxury Brand Transformation Case: Rimowa – From Suitcase to Global Luxury Icon

Luxury Brand Transformation Case: Rimowa – From Suitcase to Global Luxury Icon

Initial Situation – From Premium Product to Strategic Reboot The Luxury Brand Transformation Case: Rimowa offers a clear example of how a legacy premium manufacturer reinvented itself as a digitally empowered luxury brand. Founded in 1898 in Cologne, Rimowa quickly became synonymous with high-end aluminum luggage, especially among frequent flyers