Gone are the days when leading fashion and clothing stores across the globe were busy planning for the couture line of the next season. The newest trend catching up with the industry this season seems to be bags. Yes, the same bags which were once just another utility are now being specially designed with much effort, consideration and planning. Graphic designers are working overtime since months finalizing not the embellishment on an evening dress but the package which shall carry it. They are all going that extra mile to give an edge to their bags which will make it different from the others in the industry, thus enhancing business. This makeover for the plain old bags is far more than just a change in the design or size, the change is made in the materials itself. Previously used thin and flimsy plastic is now being replaced by plastic coated paper and canvas like thick material. Even the handles have had their share of attention in the form of heavy fabricated material. These materials are creatively mingled to create a bag which is durable as well as makes for a fashion statement.
This sudden change of emphasis on bags has a very valid explanation to it. The reason that this once overlooked aspect is now being given its due importance is that these specially designed bags apart from adding to the consumer experience also make a good advertising option.
According to the vice president for marketing at Saks, Terron E Schaefer,
It’s an unspoken goal; we want people to keep the bag.
It is this motive of making consumers keep the bag and persuade them to reuse it that is making the companies put in effort to make the bags collectibles. Consumers have even admitted to using the bag as a purse as they have all the qualities that make them as convenient and stylish. This thus ensures that the consumers will carry them around for shopping expeditions or casually, in turn advertising for the brand. These bags are also environment friendly and their use should be encouraged. Call it just another marketing gimmick or a major revolution in the advertising options; the consumers sure are at the benefitting end.
Image Credit: NYTimes
Source: IHT
