PPB August 2020

Bags by Kristina Valdez Good Baggage Consumers have a lot of things to carry—keys, wallet, cellphone, and now masks and hand sanitizer—and with only so many pockets and free hands, a functional and convenient bag is a must-have for those on the go. B ags are an everyday solution. Every consumer, regardless of gender, is looking for a functional bag to fit their lifestyle. Each type of bag serves a different purpose for different wearers and various occasions. For the avid gym-goer, a duffle bag would likely fit their needs, and for the frequent flyer, a carry-on. Tying with writing instruments for the lowest cost per impression of any other promotional product in the U.S., bags are not only useful for the recipient, but for the giver as well. For women, the iconic fashion handbag offers a glimpse into the life of the wearer while keeping their personal possessions handy and secure. Sales of women’s handbags represent 65 percent of women's total bag sales and 49 percent of all bag sales in the U.S., according to The NDP Group. While women’s handbag sales decreased by five percent in 2015, sales for bags worn by men saw double- digit growth. Smaller segments of the market like unisex bags, including duffle bags, backpacks and messenger bags, gained popularity and are now in the top growth categories. Bags that combine function with fashion are driving growth in the bag industry. In 2018, accessories, the smallest category in the outdoor industry, grew at the fastest rate because of bag sales. Backpack sales increased by four percent, duffle bags increased by six percent and fanny/waist packs grew by 52 percent. “An unexpected comeback, the fanny pack is regaining popularity as consumers embrace its convenient, compact and lightweight qualities,” says Matt Powell, vice president 48 | AUGUST 2020 | GROW