Franz Navarette  is a professional photographer who makes photo shoots for leading brands, magazines or stores and occasionally wedding shoots or amateur model shoots for his friends. Due to the nature of his job he has to travel quite a lot and take his equipment and most precious camera to everywhere he goes. He interacts with many people from all backgrounds and from a large diversity of ethnicities in different countries. He has a style in dressing even he just dresses up casually. He pays serious attention on his breakfasts and he never misses one although he is not that careful for lunch or dinner. He has a considerably big and long breakfast rich in veggies and protein everyday. After breakfast he starts working on touch ups on his photos before delivering them to the client. This process usually takes 2 to 6 hours depending on the size of the work. He goes out for drinks once or twice a week but never misses a goblet of wine every night before going to bed. He has an extravert personality and he can connect with people easily.

 Since travelling is a part of his life, he needs a reliable luggage which won’t fail him anywhere. Having the feeling of trust to his luggage he is not concerned about little things, which may turn into big when things go wrong, and he can focus on his work and enjoy the beauties of the country he visits. But there is a particular importance of his luggage for him because his job depends on his camera and he has to put his camera in a trustable and sturdy bag. Therefore, his Samsonite bag is a loyal companion for him at his travels. In addition to the durability of his Samsonite, he is amazed with the other practical functionalities of his bag like, many useful pockets and sections, cypher lock and the expendable body of the bag. On the other hand, he is also a style concerned person so that he also wants his bag to be stylish or at least not an ordinary bag. Samsonite satisfies him with its simple but elegant style and complements his image.

According to Susan Fournier brand relationships Franz’s relation with Samsonite is Marriages of convenience which can be defined as Long Term, committed relationship precipitated by environmental influence versus deliberate choice and governed by satisficing rules.