How a buzzy luggage brand turned TikTok hate comments into a product road map

BÉIS, a luggage brand founded by actor Shay Mitchell, is using TikTok hate comments to redesign its popular Weekender bag. The company cataloged negative feedback about the product's weight and straps and incorporated changes into a relaunch. BÉIS also engaged critics and fans by sending updated bags and inviting feedback, aiming to build brand loyalty through responsiveness.