PPB August 2020

Austin Adams / New Africa / Shutterstock.com and senior industry advisor, sports, for The NPDGroup. “Outdoor brands are breathing new life into the product through water-resistant fabrics, security features and adding ‘hip pack’ to its list of names to go by.” The athleisure trend continues to influence women’s accessories. In 2019, the sales of leather bags declined while other fabric options found favor with consumers. Although accounting for just 11 percent of women’s bag sales in the U.S., nylon, polyester and cotton drove 90 percent of the growth. “Today, fashion is as much about comfort as it is about personal style, and that is carrying over into the way consumers are accessorizing,” says Beth Goldstein, fashion footwear and accessories industry analyst for The NPD Group. “Women’s bags in new silhouettes and newmaterials are driving the industry forward.” As consumers’ priorities shift, fashion transforms to meet new needs. Just as casual fashion and athleisure were hitting their strides in the marketplace, stay-at- home orders and remote working helped cement the popular style into consumers’ everyday dress. Today, consumers are craving ease and convenience. In 2019, functional items such as luggage, backpacks and fanny/waist/chest packs continued to outperform in the accessories market, according to The NDP Group. Fanny, waist and chest packs are also becoming increasingly popular with men, and as gender norms continue to be erased in fashion, more brands will invest in merchandise that can be marketed to a generation that views gender more fluidly. While creating products from alternative materials—such as vegan leather, neoprene and other recycled options—is still a priority among consumers, end users are also looking for sustainable models that will leave lasting environmental and societal contributions. Last holiday season, about one-quarter of 25- to 34-year-olds and nearly 30 percent of 18- to 24-year-olds felt that giving gifts that “give back” was more important to them than it was in 2018. Promotional bags themselves continue to give back. In 2019, bags were the fourth largest category of products sold at $1.5 billion, according to PPAI 2019 Distributor Sales Volume Estimate. With 50 percent of U.S. consumers owning a promotional bag, bags generate more impressions than any other promotional product in the U.S., according to 2016 Global Advertising Specialties Impressions Study. When brainstorming the perfect bag for clients, keep inmind how COVID-19 has changed the way consumers view reusable bags. Reusable bags, such as those used to transport groceries, can carry germs and bacteria if they are not washed properly between uses. In some stores and states like Massachusetts, New Hampshire and Illinois, customers have been banned fromusing their reusable bags in grocery stores as health experts feared the highly contagious virus would linger on the bags’ surface. On June 22, California's 60-day single-use plastic bag ban expired and the state now gives retailers the option of providing paper or reusable plastic bags or allowing customers to bring in their own reusable bags. As the summer cools off leaving some vacation plans in the dust, travel- focused bags will remain a bright spot. According to The NDP Group, carry-on luggage sales grew three percent in 2019 as consumers expected to travel before the pandemic. As people feel more comfortable boarding flights, the hands- free functionality of backpacks, fanny packs and credit card cases will give travelers the sense of adventure they’ve been missing. | AUGUST 2020 | 49 GROW