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Like mushrooms. This is how
handbag brands
emerge in Spain ,
an activity within the fashion sector so greedy that it accumulates launches week in and week out. A cursory Google search for young bag manufacturers 'made in Spain' provides us with an endless list of companies dedicated almost exclusively to this product:
Canussa, Mercules, Miuur, Carmen Tessa, Daniel Chong, Labienhecha, Its Lava, Reliquiae, Malababa , Biba, CRVSH, Tita Madrid, Alumbra, Zahati, Babau, Sur Sac, Lidia Faro, Imperio Clandestino, Laia Alen, Bluelow, Boria and Coria, Bakari, Mietis, Sambar, Hobe, DeMellier, Or tú o yo, Naiara Elgarresca, Heden, Benchbags, Mauska, Steve Mono, Beatriz Furest, Abbacino, Leandra, Maison Etnad...,
to which we could add all those that are mainly dedicated to footwear and add bags to their offer. They all compete with foreign brands, with counterfeits, and not so much with the increasingly expensive luxury bags,
Hermès,
Chanel
,
Dior
,
which play in another league.
According to The Business of Fashion
portal ,
cited by
Katja Eichinger
('Fashion and other neuroses'), the global
market
for
designer bags
would have grown by approximately 8% in 10 years, reaching around
53.5 billion euros annually
in 2022. Because, the author explains, "this [she refers to bags] is where - along with perfumes, sunglasses and makeup - you make
real money.
The dreams of haute couture collections are there mainly to sell items. that, illuminated like relics, dominate the shelves of exclusive fashion boutiques. Thus, far from being an accessory, the bag would be the true
Holy Grail of fashion,
the center of gravity of the business.
The Cookie Pistachio bag from Zahati, another Spanish brand, costs 69 euros.
The bag, the true protagonist
That
bags
have become
central
to the women's wardrobe (and increasingly the men's, mind you) is a bell that fashion experts have been ringing for years. If the
average woman in the 80s
could hoard three or four bags, in 2008 a survey conducted by the company
Evax
revealed that. Although the
majority of Spanish women had at least six,
no less than
40% claimed to have more than 10 bags
(15 from Madrid, the most). These data are in line with those of another survey, carried out by the
'Wall Street Journal' in 2013,
which showed the following data: on average, an American woman owned 11 bags, and bought more than two new ones each year.
But the truth is that a lot has happened since 2013, among other things a coronavirus pandemic, which according to data from Euromonitor triggered the sale of designer bags to an end, with growth that is estimated to continue sustained until reaching
91.4 billion euros. in 2027.
And we are only talking about the
very expensive expensive bags.
In the absence of more current data than the previous ones, an informal survey among Spanish women of different generations carried out by this writer reveals that the previous amounts have already been greatly exceeded. If we add everyday bags, tote bags, fanny packs, clutches... we easily reach
20 bags per capita
. Why do we want so many bags (typical male question, how can we waste the opportunity to answer it)? Well, because far from being a merely practical object (Eichinger considers 1918, at the end of the
First World War,
as the turning point from which "the practical accessory becomes a
portable intimate zone"),
the bag has acquired such relevance aesthetics like the clothes themselves, not to mention that, as the aforementioned author points out, in the case of
designer clothes,
they have become a true
'female status symbol'.
The two-tone 'Executive' model, a vegan bag from the Canussa brand (196 euros).DR
Explode explode explode
This 'explosion' of
bag consumption
partly explains the proliferation of manufacturers of this product. But, is it really a business so simple, safe and lucrative as to awaken an
entrepreneurial fever
like the one we experience today?
Eduardo Sánchez,
director
of the
IED Madrid Fashion School,
explains that "to begin with, leather goods, especially bags, represent a unique and multifaceted product category that allows designers to express their vision and forge a
brand identity. distinctive.
The constant demand for innovative designs in the field of fashion gives the sector a lot of appeal. The perception of the
consumer
, who considers bags a
manifestation of their identity
and
status
, contributes to the attractiveness of working in this category. And we must not forget the purely commercial and financial aspects; the prospect of
higher profit margins,
especially in the
luxury segment,
increases the attraction for those entrepreneurs seeking a lucrative venture in the fashion industry."
Abbacino shopper bag, another brand made in Spain (specifically, Mallorcan).DR
One of those entrepreneurs is
Fátima de Gabriel,
who started her handbag brand
Degabriel
less than four years ago: "Handbags are a
'hero' product
(they represent between 70% and 80% of the sales of some of the companies of recognized luxury brands worldwide) and I saw in them a
great strategic opportunity.
Furthermore, the businesswoman points out, and uncovers another key to its attractiveness, "this category
does not have the challenge of sizes,
which significantly
simplifies the
production
and
marketing
process
." A bag from her brand, for example the
'Ame Cosmos' model,
handcrafted in Ubrique with certified responsible cow leather, gold-plated ecological hardware, sustainable packaging... costs 520 euros. The
'Olmedo Polar'
model ,
as architectural as the previous one, 460 euros. The
'Ellipse Estelle',
390 euros.
The 'Olmedo Polar' bag from the Degabriel.DR brand
Providing a differential value, the case of Fátima de Gabriel
Gabriel, who studied Design, then completed a master's degree in product management and digital marketing - training, he explains, that was "fundamental" for his business - and came to entrepreneurship after working professionally in various national brands, says that he had always aspired to undertake and develop his
own project:
"I was clear that I wanted to build a brand that would provide
differential value
. "
This year, his target is the North American market, where, he explains, "the receptivity towards European brands and confidence in emerging ones offers a promising perspective." He also plans his foray into the field of footwear.
The '8010y6 Origen' model from the Box San Sebastián.DR brand
Of course, in this, as in all businesses, wanting is not always being able, and many brands disappear in a short time. Fátima de Gabriel was prepared for difficulties and was clear about her objectives. The fundamental one, "create something unique. In a saturated market I considered it essential that my product stand out. I wanted the appreciation for my bags to go beyond their superficial appearance and focus on their complex construction, patterning and other distinctive elements that make them exceptional".
But, no matter how much value you put on it, with such a wide offer..., is it possible
to build customer loyalty?
Eduardo Sánchez believes so: "In contrast to other accessories, bags tend to generate a
lasting connection with consumers,
promoting a pattern of recurring purchases." Fidelity, that El Dorado of any company today, the era of infidelity! And it turns out that it was hidden in a bag. Or in twenty.
The 'Flora' bag by Carmen Tessa. This model costs 118.97 euros.DR
Fashion trends