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What's a Designer Handbag to Do?
By: Cindy Wendland
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My friend just returned from vacationing in Nashville with two new Michael Kors purses. During the holidays, my oldest sister bought the Michael Kors purse she had been watching. I don’t own Michael Kors. The only designer purses I have are small Coach purses that were gifts from my sister and the Longchamp handbag that is my souvenir of Paris. Other than those items, most of my purses are bought at discount stores. I’m not the only one. Designer purses are seeing a significant decline. What are the brands to do?

We used to play a game at the Summerfest music festival called Find the Hilfiger. The game was to find more people dressed in Hilfiger clothing than the other people playing the game. Turns out people got a little upset as they thought we were staring and/or mocking them. The reality was that Hilfiger was so popular and worn by so many people, it was easy to spot. Once everyone was wearing that designer’s clothing, it lost its coolness. That happened with Coach purses, too. Nearly everyone had them, so they started to wane in popularity. Michael Kors is about to experience that same phenomenon.

The challenge for designer handbags is that the upcoming generation doesn’t spend money as easily, especially on designer items. These brands will have to change their marketing strategy to be more appealing, or they will have to go after another market segment. Times are a-changing for handbags. We will see how they adapt.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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