By now every woman interested in fashion has probably seen the "I'm not a plastic bag" tote. It's even been mentioned on TrendHunter recently (see link at bottom). What's so hot about this item is not the bag itself, but in the form in which it gained popularity. There was not one single dollar spent on advertising by Anja Hindmarch, the designer, yet within half an hour after deputing in Canadian stores, was sold out. They were selling for $18 on the day of the release, but after clearing off shelves, were available on eBay for a shocking $174!
Marie-Jose Desmarais, publisher and editor-in-chief of LOULOU magazine was equally stunned.
"A few weeks ago at the crack of dawn, hundreds of caffeine-fuelled Canadian fashion fanatics made a beeline to Holt Renfrew stores across theh country and lined up outside the locked doors, cursing their vertigo-inducing high heels while they waited. THey weren't itching for the famed Now or Never designer sale - no ma'am! These hard-core shoppers shared a common obsession: getting their manicured hands on a much-hyped Anja Hindmarch, 'I'm not a plastic bag' tote. To be quite frank, it's not much more than a plain, canvas shopping bag with rope handles and navy cotton inscription for added charm."
What caused the stampede??
"Anja Hindmarch can thank the paparazzi for that. All it took was a few pics posted on the INternet of actresses Keira Knightley and Reese Whitherspoon strolling the streets of London and LA with their eco-totes, and the demand for the bags skyrocketed and exceeded the supply."
Neo-Snobbism
No Ads, Just Paparazzi, Make Eco-Totes A Fashion Staple
Trend Themes
1. Celebrity Endorsement - Leverage social media and influencers to promote a product, similar to how Anja Hindmarch's eco-totes gained popularity through Keira Knightley and Reese Whitherspoon.
2. Sustainability Marketing - Create eco-friendly products and market them towards environmentally conscious consumers, like Anja Hindmarch's 'I'm not a plastic bag' promoting sustainability.
3. Exclusivity Marketing - Generate buzz around a product by limiting its availability, like Anja Hindmarch's eco-totes selling out quickly and resulting in high prices on resale markets like eBay.
Industry Implications
1. Fashion - The fashion industry can leverage the power of celebrity endorsement to promote and sell their products, giving them a competitive edge in the market.
2. Retail - Retailers can market exclusive products with limited availability to create a sense of excitement and urgency among consumers, leading to increased sales.
3. Sustainable Products - Companies and entrepreneurs in the sustainable products industry can capitalize on growing demand for environmentally friendly options and market their products accordingly.