Making the Old Bag New...

Making the Old Bag New...

Coach Signature Scarf Print Large Tote

Louis Vuitton Monogram Dentelle Speedy 30

Le Sportsac Buon Viaggio 'tokidoki' print tote

Ever wonder how brands continue to stay fresh and keep us buying? Hmmm.... Other than creating a 'family' of sizes of handbags which makes even the most non-fan crumble and realize "I must have the matching luggage and wallet to go with that tote bag..." - big brands are constantly re-inventing themselves. Why you ask? Because they just have no choice.

If you ever stop and walk your local department store, one tends to find a sea of sameness betweetn established brands that have freestanding stores within the handbag departments and the department store 'private label' brands all at affordable luxury pricepoints that won't make us wince every time we take out our credit card. That's why it is up to the established brands to keep making things look new and innovative, even it means they miss one season. (Anyone remember the purple trend - who is wearing that now by the way???)

If anyone can remember the day that Coach suddenly changed their old stodgy dark baseball mit-like leather bags and old school briefcase silhouettes to their now fresh mixed materials and prints, well then I guess you already know why Coach is now the American handbag brand that is the force to always be reckoned with. Handbags are typically the revenue source for most companies because everyone in the back office has figured out that we always need a new one.

Louis Vuitton is another case of "must have that new style" bag. With their ever changing and re-invented the same bag with the same logo but with a different twist, it only makes sense that we realize we are all slaves to their fashion.

Finally, with Gwen Stefani's brief stint with Le Sportsac putting them back on the map unapologetically has turned that brand into whimsy and fun at an affordable price. I must confess myself that I am still tempted to to buy their latest 'tokidoki' bag as that print is just so damn cute!

Author: Emily Blumenthal ( Want to become a Handbag Correspondent? )

Comments: [post a comment]

1.	YUCK! to all of these... not feeling it - jl from nyc, December 28, 2007.

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