Maintaining An Eagle Eye

San Marcos, Caó John Eberle, VP of marketing for Eagle Creek, wants to keep the brandís 30-percent-growth-per-year streak alive.
Expect to see some brand segmentationówith a particular focus on the luggage channelóto make that happen. ìItís about where the consumer is buying,î Eberle said.
ìLuggage dealers are the low-hanging fruit for us," he said, noting all product in the line will remain Eagle Creek branded moving forward.
Consumers will see Eagle Creek branding on two new sub-brandsóthe higher-end Latitude and the traditional Core (these names will used for buyer ordering purposes only)ówhich will be available to dealers for spring 2000.
ìLatitude is definitely a more outwardly-sophisticated line, but still very rugged outdoor,î Eberle said. ìItís just more sophisticated on the outside and it will merchandise into the scheme that luggage dealers understand.î
Active, or adventure travel, is worth $220 billion in the U.S., and itís the fastest-growing segment within the travel industry, according to the Travel Industry Association of America.