It’s in the Bag

Similar to many other categories in the promotional products industry, bags and totes are being driven by current retail trends. People want their promotional products to mirror what they see in stores. Branding is also important, as is the trend toward natural fibers – which is a nod to the continuing emergence of economically conscious consumers who wish to preserve the environment by not using plastic bags.

There are so many types of bags – totes, backpacks, duffels and briefcases in a variety of materials – to suit any type of scenario where it is necessary to hold and transport belongings. For the promotional products industry, bags offer lasting staying power. Margit Fawbush of BIC Graphic maintains that a recent Impression Study by ASI showed logoed bags and writing instruments as having the lowest cost-per-impression of any promotional product in the U.S. “Thirty-one percent of consumers own a promotional bag,” Fawbush states. “On average, bags are kept nearly seven months. Imagine the long-term usage of bags inspired by retail trends – with the look, feel and functionality of those you’d buy for yourself.”

Current bag/tote trends are distressed, rugged, utility, textured and natural looks – a pattern that has carried over from last year – notes Grethe Adams of Southern Plus. She also points toward conventions and trade shows as drivers of convention-type totes in the beginning of each year, from very basic cotton canvas totes to more feature-rich bags with pockets and zipper closures. “Spring and warmer weather obviously drives demand for resort and beach-type bags,” she comments. She adds that denim is another hot trend right now.

According to AJ Dickson of Polyconcept NA, customers want their bags/totes to be the same or similar to what can be picked up in stores. “A key trend we’ve seen so far is a shift to natural fibers,” he states. “Cotton and jute are really popular right now across a variety of price points and styles.” He maintains that the demand for promotional bags continues to grow. “Due to the number of impressions a bag generates, it’s always going to be a cornerstone of any program,” he states. “Bags are truly walking billboards given the frequency and places of high-traffic they are carried. Every customer demographic and industry can be reached in different ways due to the wide variety of uses bags cover.”

At The Magnet Group/The Bag Factory, Janet Korowitz also sees a demand for retail-inspired bags and totes. “Over the past few years, we have paid greater attention to the trends at retail versus the promotional marketplace,” she elaborates. “In our opinion, the end user is more apt to run to and get excited about a product that they see at a retail store and then see we can deliver a similar looking piece for much less and decorated – that is a win-win. Demand has been off the charts.”

Brands like the fashion-forward Ame & Lulu and sports brand Puma have been promotional products trendsetters in the bags/totes sector, notes Bruce Blackman of Sportsman Cap & Bag. “Easy Tote and Beach Tote from Ame & Lulu are available in vibrant colors like tangerine and geometrical patterns – separating them from the traditional promo totes,” he says. “Like Ame & Lulu, Puma rocks a rainbow of colors in various styles including duffles, ball backpacks and gym sacks. These are retail-inspired brands that offer styles not only in demand today, but bring styles that are up and coming tomorrow.” He adds that demand for Puma Team Formation styles is “dynamite” and while the Ame & Lulu is new for the company in 2016, excitement is so high for this brand Sportsman is already planning to add three new styles for 2017. 

Fawbush of BIC Graphic/Norwood adds that florals, bold stripes, bright vibrant color accents and clear/see-through materials are trends the company has taken note of and has added bags and totes incorporating these themes.

There have been many new items added to current bag and tote offerings. In addition to the Ame & Lulu items, Sportsman Cap & Bag has added six new styles of Champion backpacks and duffles after the company finished its 2016 catalog. “They were too great to wait for 2017,” Blackman enthuses. “The new Champion styles have surprised the heck out of us. We knew they were high quality with awesome features, but since they did not make our catalog deadline, they have sold by word of mouth and are selling great.”

Dickson at Polyconcept notes the cotton trend continues to be huge this year – from the entry level totes to higher end brands. “Under $30 bags, like our Oxford and Vault collections, that offer extraordinary value and a high-end look at great prices, also have been gaining a lot of attention,” he maintains. “We’re also seeing great reception to water-resistant and lightweight nylon bags like the new items in our elleven^TM series.”

At Southern Plus, Adams notes the company’s new Santorini Tote has done very well. “The serene color palette of the white cotton canvas combined with the natural jute and cotton rope handles is resonating with a ‘less is more’ lifestyle of millennials,” she comments. She adds a tote that has seen renewed interest is the Campus Tote that features frayed edges and washed cotton fabric. 

New cotton and jute totes are also a part of BIC Graphic/Norwood’s 2016 offerings as well as a striped cotton tote with two-tone polyester, which Fawbush says has a “higher high-perceived value” and gives the perfect finish to a street style/casual look. The company has also partnered with Cocoon, a well-known retail brand that Fawbush says is sold at Apple Store, Best Buy, Bed Bath and Beyond, and Staples. “We are offering two options – the Cocoon® Recess and the Cocoon® SLIM, which are tech friendly options with a unique spin,” she says. “The Cocoon® Recess 15-inch Backpack with GRID-IT!™ organization system can protect up to a MacBook Pro in a padded compartment.” The organization system, built into the front pocket, makes it easy to store smaller items such as cords, headphones and chargers, Fawbush adds, and is a proprietary, patent-pending object retention system.

The Cocoon® SLIM Backpack with GRID-IT!™ organization system is a slimmer, smaller option for up to a 15.6-inch laptop, Fawbush continues. “With a full-size GRID-IT!™ organization system in the vertical pocket, a messy bag is virtually impossible,” she explains. Additional features include a water-resistant zipper shield and ballistic nylon exterior.

Promotional products suppliers agree that products like these practically sell themselves. Tabasky at Bel Promo notes the company’s jute bags have made made lasting impressions in the grocery market such as food retailers and farmers markets; resort and hotel industries for both gift shops and seasonal events and local and national boat and auto shows. He reiterates his earlier statement of appreciated items, high-perceived value, and large imprint area for a logo and message.

Korowitz at The Magnet Group/The Bag Factory also advises promoting high-perceived value, but adding the phrase low cost when pushing these wares. “Just show the value,” she urges. The client will see a similar bag at the mall for $99, but suppliers can offer a similar product at one-third the price with a decoration, she maintains. “It’s tough to say no to that,” she adds.

Get a sample in the customer’s hands, Dickson at Polyconcept recommends. “It eliminates any doubt that the bag isn’t worth the price,” he states. “Although they can have attractive price points and look great in photos, getting to touch and feel is what can make the difference. This is where a retail experience is just as important as a retail-inspired product. The customer is seeing these types of products in retail right now, and they’re often two to three times as expensive as what we are able to sell them for. Pointing out comparable products at retail is a great way to show the tremendous value we can offer.”

Adams  recommends upselling bags and totes by creating combos/sets. “Add a matching beach towel or a beach chair with a beach bag,” she comments, “or a lunch cooler with a take-to-work tote. Or a travel blanket for a great travel set. Also, consider the features of the bag when making a selection. Zippered totes are practical for travel; wide, soft shoulder straps are good for beach bags that will be loaded down with gear; accessories pockets are important for convention totes; large imprint area for trade show give-aways, etc.”

BIC Graphic/Norwood’s Fawbush puts the bag/totes market opportunities in perfect perspective. “All in all, continuing to watch home décor and fashion trends keeps promotional bags fresh and in-demand as a way of keeping your brand message out in public,” she concludes. “Choose a stylish bag inspired by the trends in retail and you’ll have a winning combination.”

Case Study

Grethe Adams, Southern Plus – A well-known corporation recently held a national conference for its top sales people and needed a bag to hand out to each attendee that would hold all of their materials. They planned to give each attendee an event shirt, binder, note pad, writing instrument, water bottle and USB memory stick. They were looking for something large enough to hold it all, with two exterior water bottle pockets and pen loop. They found the Alumni Tote from Southern Plus was the perfect fit. It offered every feature they were seeking and more – with the look that suited the professional nature of the event.

The Healthcare Wheelchair Promotional Tote from Aprons, Etc. is made from 600D PVC coated waterproof polyester and available in a choice of 16 colors.

Carolina Made now carries Ame & Lulu’s Beach Bag. It features 100% cotton canvas, a 100% nylon liner and is treated to be water repellent. Details include a large main compartment with lobster clasp closure, interior zip pocket and two interior slip pockets.  Four colors available.

The All-Purpose 30-can Cooler Tote from Continental Marketing is made from 600D polyester and 300D nylon ripstop and has a PEVA lining insulated main compartment. It also has a mesh pocket with elastic closure on rear for bottle or accessories, dual pockets on front, an opened sleeve pocket with easy access for additional items, and a zippered pocket on bottom for extra storage.

Take your gear on the road with this sporty 28" Puma rolling duffle from Kati Sportcap & Bag. It’s made of 100% polyester. The large main zippered compartment is flanked by a zippered shoe pocket on one end and a regular pocket on the other end. The hidden extendable pull handle, trolley wheels, and reinforced top-carry handle make this duffle easy to maneuver.

This executive-looking computer backpack from Leed's holds up to a 15.6” computer and features premium 1680D polyester that offers durability, as well as good looks. Padded laptop compartment and iPad or tablet storage found in the main compartment, leaving plenty of space for notebooks, folders, etc. The two front zippered pockets offers plenty of decorating space, as well as functional storage for your pens, business cards, flash drives, power banks and cables. Two side slash pockets are large enough for a water bottle or quick access to your plane tickets or passport. Mesh rear panel and padded backpack straps offers superior comfort.

The Reflective String-a-Sling Backpack from Prime Line is a 210d polyester cinch sack backpack with reflective safety stripes, a large zippered front pocket and string shoulder straps loop for quick-close drawstring main compartment. The piping will reflect light at night from an approaching car up to 300 feet away, three times the distance projected by car headlights.