How a buzzy luggage brand turned TikTok hate comments into a product road map
Luggage brand BÉIS is redesigning its popular 'Weekender' bag by directly incorporating feedback from negative TikTok reviews. The company is using social media criticism as a primary data source for product development.
Why it matters
It highlights a shift in modern marketing where brands treat social media feedback as a core component of product strategy rather than just a PR issue.
BÉIS founder and actor Shay Mitchell is taking a surgical approach to relaunching the luggage company's most popular products. BÉIS A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . CMOs often treat hate comments on TikTok as a corporate reputation problem. BÉIS, the buzzy luggage brand founded by actor Shay Mitchell , is incorporating them into its product road map. This week, BÉIS (pronounced "base") is rolling out major redesigns to many of its core products, the company exclusively told CMO Insider. That includes its much-reviewed and much-duped Weekender bag , which helped it build a cult following online.
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