PPB July 2019

Backpack Comeback As a product category, bags seem to be evolving in step with societal and retail trends. For instance, in the retail marketplace, the backpack has made a comeback and continues to grow in popularity, particularly among women. “Rise of the Lady Backpack,” a May 2019 story published in The Atlantic , notes that more women are ditching their handbags and wearing backpacks to the office. Their reason? Backpacks holdmuchmore than purses—such as a laptop, makeup, gym clothes, a water bottle, a notebook, etc. The rise is largely being led by women who work in big cities, especially those who commute, because backpacks are more comfortable and keep hands free. According to the market research company NPD, sales of women’s backpacks rose 28 percent in the past year. Experts say sales of women’s backpacks are consistently rising in the retail market, and this trend is also evident in the promotional products industry. Miller says she has seen the popularity of the “lady backpack” grow, and this trend has influenced product decisions at Origaudio. “More women are gravitating toward backpacks for their daily commute or everyday carry,” Miller says. “We’ve seen great success launching our mini backpack, the Beemini, and stylish duffels like the Danville that women would be proud to tote around.” Carrie Lewis, marketing and communicationmanager for Clearwater, Florida-based supplier BIC Graphic NA, says their top-sellers include totes, cooler bags and, especially, backpacks. “Backpacks are definitely our fastest- growing bag category,” Lewis says. “We are consistently launching new backpack styles fromour proprietary brands like Koozie and KAPSTON, and have also partnered with retail brands Osprey and Incase to provide an assortment of backpack styles and price points tomeet this demand.” Design Decisions When it comes to design, consumers now expect a bag that is as functional as it is stylish; a trend that has influenced the design of promotional bags. “Nowadays, you don’t have to sacrifice aesthetics to get features such as padded laptop sleeves, tech ports or luggage pass-throughs,” Miller says. Anything that helps people’s bags stay organized is important to end users right now,” Lewis says. “People want to be hands-free while still being able to carry all their essentials.” Other types of bags are also evolving tomeet customers’ changing needs, such as bags constructed of eco-friendly or sustainable materials. Brey notes a growing concern about plastics ending up in the ocean and harming marine life—an awareness that similarly led to the rise in paper straws over the past year. “We are seeing customers wanting the reusable totes, so they can be earth-conscious and not have a negative impact on our world,” she says. “The big push is the ban on plastic bags inmany cities and states, and being environmentally friendly.” See related sidebar. Read on to explore some great bag options for gifts, incentives and promotions, and get tips on choosing bags with the right kind of handles for your campaigns. Bags And Baggage Made of 100 percent cotton, this canvas tote bag is a good choice for brands that want to appeal to eco-conscious consumers, who prefer bags made of natural fibers. Weighing about six ounces, this lightweight bag suits any occasion— whether that’s grocery shopping or working out at the gym. The bag’s cotton fabric makes it both recyclable and washable for long-lasting brand exposure. Chocolate Inn/Taylor & Grant/Lanco / PPAI 111662 / www.chocolateinn.com Combining the practicality of a backpack with the accessibility of a fanny pack, the Osprey Daylite Sling features an innovative design that is both comfortable to wear and easily accessible. The sling uses a breathable and soft NeoSpacer mesh material on its single, anatomically-shaped shoulder strap for next-to-skin comfort, even on hot days, and includes extra pockets, sleeves and a key clip for on-the-go organization. The best part? You don’t have to remove the pack to grab your gear; just rotate it over your shoulder to retrieve what you need. BIC Graphic NA / PPAI 114187 / www.bicgraphic.com | JULY 2019 | 45 GROW