This article was last updated on April 16, 2022
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For millennials, it's less about logos and more about the actual product — the details, the structure, and the function they can get out of a handbag. (Hey, you can't have just any old Insta-bag.) Additionally, impulse buys aren't as much of a big thing. Of millennials polled for the study, 41% said they spent at least a month (or more) thinking about which bag to buy. This consumer is more likely to really do her research, often seeking out emerging labels in lieu of purchasing solely because of a status-y designer name.
Marshal Cohen, chief industry analyst at the NPD Group, characterizes this bag buying process as a "journey," where multiple factors and considerations come into play. "The handbag has become a signature item, and retailers need to take advantage of selling it in-store, up-front and center, as their own signature," Cohen said in the report.
The decline of flashy logos has been looming over the luxury space for a while now, so this may just be another reason for labels to refocus their branding. Either way, these habits certainly make for good bag stalking.
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