The collaboration between Fashion and Luggage
The current fashion for large handbags means that they can be used to transport hand luggage, rather than a dedicated holdall or rucksack.
With six in ten adults currently owning luggage, purchase, apart from replacing broken items, will often be a lifestyle choice rather than a necessity.
Thus, luggage purchase will compete with a whole range of pre-holiday spending. This ranges from the more expensive cameras and sunglasses, to lower-ticket items such as beachwear, books and suncare products.
The decision of whether or not to purchase luggage may also be taken in the context of other bags such as handbags and sports bags, with, in times of economic hardship, consumers having to choose just one type to buy at a time.
Spend on handbags has risen significantly over the last few years – being worth an estimated £468 million in 2007 compared to £238 million in 2003. Fashion has been a crucial factor in the development of this market. It has led to shortening replacement cycles, multiple ownership and greater willingness to spend at higher price points with certain bags and brands becoming ‘must-haves’ such as Hermès’ Kelly bag, YSL Muse.
This trend has been strongly influenced by WAGs and other celebrities and it is quite possible that it could extend into the luggage market as consumers become more aware of their ‘total look’. It is most likely to affect bags that are used as hand luggage and thus stay with the consumer (and are also not subject to the rough treatment dealt out by baggage handlers). There is scope here for celebrity-endorsed luggage; Posh and Becks are famed for travelling and could team up with Louis Vuitton, Kylie and Samsonite for instance, and perhaps Madonna and Gucci creating a range?
The differences between handbags and luggage are also blurred by the current fashion for large handbags, which are able to double up as a holdall. In Mintel’s research for this report, almost a quarter of women had used a large handbag as a piece of luggage when travelling.
Strengths and Weaknesses in the Market
Strengths:
Luggage is considered a necessity.
It is easily available from a wide range of retailers and, increasingly, online.
There is a lot of choice of styles, materials and colours.
New technology is providing both better-quality products and meeting the consumer’s need for lighter luggage.
Increased use of celebrities and fashion trends may help drive sales.
Weaknesses:
Not a regular buy.
Bought as a necessity rather than consumers are attracted to it.
Economic gloom will mean that consumers continue to cut down on non-essential purchases.
Less travel will mean longer replacement cycles.
Less scope to bring luggage on holiday due to less weight allowances.
Expensive to take excess luggage when travelling.
Most consumers have little interest in luggage brands.
