"This tote I have is perfect because it has specific compartments for my keys, cellphone and makeup, and I don't have to paw through it to find what I need," said a woman to her friend. The were discussing what type of tote to take on an upcoming cruise they were taking.
Her friend responded, "Really? I would love one of those!" The first woman said that hers was a gift from a bank when she opened up an account recently, then told her friend, "If you open a new account, you can get one, too."
Carryalls/bags have evolved to reflect lifestyles. Think about it: people don't travel with steamer trunks anymore; steamer trunks make terrific coffee tables instead. Purses women carried in the early to mid last century were relatively small. People didn't carry cell phones; their key-rings only sported the car key and the house key; a change purse was where money was kept. The point is, lifestyles did not necessitate any type of large bag – but adults and kids today don't leave the house without some sort of sizable carryall into which is stuffed the many things they need throughout their daily journeys.
"In today’s world, people are just accumulating more and more stuff," elaborates Grethe Adams of Southern Plus. "We even carry more stuff with us when we are on the move. The further we venture from our home, and the longer we will be away, the more stuff we need to bring. The more stuff you need to have with you, the more necessity there is for needing a bag(s) to carry it all. Women have purses to do some of this, but men need to have something to haul their necessities in, and a bag or backpack is typically the answer. This becomes even more of a necessity when people are adding stuff to their stuff (like at trade shows, conferences, or especially shopping). "
Alisa Buckner, Sportsman Cap & Bag observes that in the not-too-distant past, bags were viewed as purely functional, a non-essential item. In today's marketplace, bags are considered a primary purchase. She advises to keep your eyes peeled as you go through your day to notice who is carrying what: schools, fitness centers, sporting and community events, charity functions, trade and consumer shows, festivals and events such as wine trails, etcetera. Buckner notes that bags account for 9% of industry sales and are key to establishing a substantial market share in most markets.
"Bags are a lot like caps," expresses Gary Mosley, Kati Sportcap & Bag. "There are many price points for many different types. From the inexpensive grocery tote to waterproof travel bags, just about everyone uses some type of bag every day. With the 'green' movement, reusable bags are taking the place of plastic bags, so this is obviously a popular category."
Lauren Ellinghausen of BIC Graphic observes that promotional bags are growing in demand and sales more than ever. "Not only are bags functional, but more and more suppliers are developing around the retail trends which in turn makes the customer want to keep the bag for longer," she observes.
Buckner points to multi-functionality as the primary attraction for the end-user. "We all use them for storage, recreation, travel, and even to promote business," she says. For example, Sportsman's Valubag felt tote bag (style VB4101) has been used as everything from a library tote to a gift basket. And bags offer outstanding logo/tagline visibility. "Take a chocolate shop, for example. It can decorate the tote with the company logo, fill the Valubag with its sweets and sell into the retail marketplace. Once the sweets are gone, the same consumer can use it as a book tote, lunch carrier, purse, or anything else - or, of course, bring it back to the chocolate shop to fill with more goodies."
Buckner also observes that increasingly, many jobs demand travel, so there’s an increase in consumer demand for multiple bags. From airports to hotels, it is not uncommon to see people carrying several bags such as backpacks and duffle bags while wheeling luggage. "One thing travelers must contend with at times is foul weather," she says. "Stormtech has a wide variety of waterproof bags, including the waterproof rolling duffle (Style GBW2), waterproof roll top backpack (Style WXP1), and the sentinel executive briefcase (Style CBX1). Any of these items are key to the traveling consumer. They’ll keep items protected from the elements and transition from work to play."
According to Adams, bag features are getting to be as important as smartphone or car features. It's no longer enough to just carry a simple tote. "In order for it to become the 'go to' bag, it needs to stand out from the rest," she explains. "Features that consumers want include mesh pockets for a water bottle or items you need to access quickly and often; zippered security pocket(s) for valuables like wallet or jewelry; padded liners to protect electronic items like phones/tablets/laptops are all attractive for organizing, safety and easy access. Other features like pen loops, carabiners, organizer pockets, etcetera… are just icing on the cake."
"Important aspects not to overlook are adjustable/removable shoulder straps, padded laptop or tablet compartments, interior pockets and organizers, and most importantly, quality and longevity of the item," Ellinghausen asserts.
Mosley says that this year, there are three strong trends in totes/bags. First is waterproof bags, which he says are especially attractive to travelers, athletes, and anybody toting a laptop. "We’re seeing a lot of interest in waterproof backpacks, like the Stormtech waterproof roll top backpack (Style WXP1). It’s available in some great colors and appeals to folks who are athletic or outdoorsy – or just wish they were."
The second trend is camouflage. Camo is everywhere and continues to surge in popularity. "We have found that people are really attached to specific licensed camo patterns, and so bags in these licensed fabrics are really popular," he relates. "Plus, camo is now a fashion statement, so it works just about anywhere. Our Kati insulated lunch cooler bag (style CB-L) comes in four licensed camo patterns and is popular with everyone from folks who work outside to cubicle dwellers."
Reusable shopping bags are more in demand, Mosley observes. Reusable shopping bags are very important today, especially as communities are starting to regulate disposable bags. For our customers, these bags are an inexpensive way to get their imprint out there on an item that will be used repeatedly or more than once. The Valubag tote bag (Style VB0888) is great for grocery store promotions or fun-run goody bags," he suggests.
Just about any business may successfully incorporate some type of bag into its promotional marketing or incentive and reward/recognition programs. Barely anyone leaves the house anymore without some sort of tote. "Bags have become the largest piece of the promotional pie because of their versatility, usability, and their ability to function as perhaps the best mobile billboard," observes Adams. "This makes them even more attractive to users, but even more attractive to promoters."
Ellinghausen observes that the sales opportunities "are endless" in this sector: schools, teams, tradeshows/conventions, job fairs, gifting, real estate, and many more. "The best way to close a bag sale," she offers, "is to be knowledgeable of the product and services being offered, because there are so many options out there."
Case StudyGrethe Adams of Southern Plus: An industry-leading software developer was launching a new ERP system (code name Platinum), and as part of that launch plan and rollout it needed to bring its sales force together for a training/launch conference. The team determined that in order for its sales people to demonstrate this software effectively to their clients, they were going to need new beefier laptops. As part of the overall branding, they also decided to provide a laptop case to each sales rep to carry the new laptops in. This would give the reps a uniform look that matched the branding they were looking for. They wanted these new cases to have the logo of the new software on them so the world could see it as they traveled to meet with clients. They wanted a case that was sharp and trendy in design (almost futuristic) and if possible, was grey (or platinum), and in the $50 range in price.
"They selected The Messenger (7226) from Southern Plus. This messenger-style case had all the features, quality and durability they were looking for, but most importantly, had the look they were seeking. When the reps arrived for the training/launch conference, they were presented with the new laptops in their new cases. They were a big hit, and have been used effectively since."