PRACTICE
Positioning a new sustainability-focused bag brand alongside industry leaders
OVERVIEW
Practice, a new sustainability-focused bag brand, faced the task of breaking into the saturated premium travel accessories market. With the recent launch of its Karma collection, Practice needed to establish credibility and brand recognition in a crowded marketplace, communicate its unique value proposition, and position itself as a premium alternative to established brands.
To accomplish this, Plus4 developed a targeted strategy focused on securing high-impact placements in top-tier lifestyle and travel media. Our approach included identifying key publications where Practice’s target demographic—conscious consumers who value both style and sustainability—actively seek product recommendations. Rather than pursuing traditional feature stories, we prioritized getting Practice included in curated product roundups and “best of” lists, which carry high purchase intent from readers.
RESULTS
Over the course of 6 months, Plus4 secured placements for Practice in outlets such as Travel + Leisure, MSN, Scary Mommy, the LA Girl, Style & Society, JustLuxe, and others. This coverage helped establish the brand as a premium, mission-driven alternative in the travel bag category, drive targeted website traffic, increase sales of the Karma collection, and create a foundation of media relationships for future product launches.
Furthermore, the type of coverage we secured created evergreen content that continues to drive discovery and sales while strengthening Practice’s reputation in the conscious consumer space.
Looking for results like this? Get in touch.
RESULTS
Over the course of 6 months, Plus4 secured placements for Practice in outlets such as Travel + Leisure, MSN, Scary Mommy, the LA Girl, Style & Society, JustLuxe, and others. This coverage helped establish the brand as a premium, mission-driven alternative in the travel bag category, drive targeted website traffic, increase sales of the Karma collection, and create a foundation of media relationships for future product launches.
Furthermore, the type of coverage we secured created evergreen content that continues to drive discovery and sales while strengthening Practice’s reputation in the conscious consumer space.
Looking for results like this? Get in touch.
