Most women carry purses, or miniature to semi-ridiculous carryalls holding as much of our lives (all things we now or one day may need, including but not limited to the potential requirements of acquaintences and passing strangers we’re likely to encounter) as we can sling over a shoulder. To the naïve observer, this purse-carrying sacrament may appear nonsensical when, on any given winter evening, 27 different lip glosses must be located and discarded before car keys can emerge from sediments of old receipts, gum wrappers and inexplicable sand.

An excellent utility product for promotions, more and more bag carriers are becoming environmentally aware and doing their part by reusing bags every time they shop. (Image courtesy SanMar.) However, consider alternatives for men who require more than what their pockets can sustain, such as the “Costanza Wallet”—an overflowing, bulge-producing billfold, inflicting back and ego pains on men such as Jerry Seinfeld’s pal George. Not to be outdone, enter the man bag—a controversial carryall, or purse for men, most likely to be worn by fellows not afraid to wear salmon-colored shirts. Fans of the aforementioned Seinfeld will understand: “It’s European. . . .” Luckily, contemporary options now afford men stylish, masculine and pocket-protuberance-free alternatives for lugging their stuff around.

He thread/she thread

“Typically, men are comfortable throwing things over their shoulder,” reports Landes’ Sonny DeShong. “They don’t use a clutch and they don’t care for shoulder straps unless it’s a duffel.” What guys will tote in this manner ranges from drawstring-type bags to messengers and duffel bags, says DeShong. As for shape and carrying conventions, he also emphasizes the importance that grays, blacks and other subdued colors play in distinguishing men’s from women’s styles. “A lot of our products have patterns and bright colors,” he remarks. “And they’re tote bags, so it all kind of appeals to a female market.”

Moving from general toward the specialty-purpose end of the bag continuum, gender differences in luggage reflect similar trending, according to Rob Coughlin of High Sierra’s luggage division. “On the fashion side, we’ll see a lot more women going to designer brands,” he says, while men tend to go for the black box non-descript upright rolling luggage. Although men opt for plainer goods while women prefer leathers, suede detailing, different fabrics and textures, Coughlin cites interesting industry statistics that show women making the majority of purchases for themselves and for the men.

At musing altitude

Regardless of who buys for whom, most shoppers intend to purchase items that will stand out at baggage claim, even if that’s seldom the outcome. “There’s a saying in the luggage industry,” laughs Coughlin. He explains: “Whenever someone walks into a luggage store, the first thing they say is, ‘I want something that’s not black.’ Fifteen minutes later, they walk out with a black bag. The reason is because fifty percent of the stuff that’s on the floor is black. And it’s easy to match, it doesn’t show dirt.” What’s more, black claims a sizable market share because, according to Coughlin, the luggage industry has historically been conservative and less creative than its handbag or backpack relatives. But lately, it appears more buyers are checking bags . . . for fashion. 

Coordinates such as this T and tote where the bag is a product and a means of packaging offer a spin on an old favorite in a one-stop shop. Additionally, unorthodox rope handles create a new way to carry it all. (Image courtesy Landes Inc.)

As for who’s been packing these style-bound suitcases, luggage is rolling across a generational gap between two distinct, yet connected groups. “You have your older customers,” Coughlin says, “your baby boomers who are now retiring and going out into the world. And you’re also having a lot of younger travelers, be that for vacation and also the younger business travelers.” These markets are as different demographically as they can be, but have surprisingly parallel preferences. “Those two customers, strangely, are looking for a lot of the same things. They’re looking for a lot of color, they’re looking for lightweight product, and,” Coughlin continues, “they just want something that’s going to represent them, speak to an image.”

At any age, practicality and portability are paramount in suitcase purchasing. The modern on-the-go individual would not be well-equipped with anything but today’s evolved and upright luggage. Without it, they would find themselves held up—if not by public scoffs for being stuck with ye olde primitive luggage of yesteryear, then certainly by the inconvenience of luggin’ it.

More recent luggage-technology achievements include reinvention of the upright rollers, with specialized spinners on four-wheel bags, allowing luggage to roll alongside its owner rather than tilted and dragged behind. And with weight regulations adding dollars to already pricey trips, improvements in baggage structure help lighten the load on carry-ons and wallets. “Lightweight is everything these days,” declares Coughlin. “Before anybody even looks at a bag or a price, they go over and they pick up the bag. If it doesn’t meet their expectations as far as lightweight, then they’ll just move onto the next one.”

To that lighter end, Coughlin describes his company’s innovations in compression-molded details, eliminating weighty plastics and metals in exchange for a foam foundation: “It’s material with an EVA foam with a foam backing, and then it’s pressurized in a machine so it holds its shape. So it still has the padding to protect your hardware and your interior contents, but you don’t have all those hard metals and plastics that you have with standard luggage. The entire back of the bag is compression-molded, which really cuts down on weight and also just has a much more fashion-forward, much more techie look.” Alongside bags designed to make customers light on their feet are bags designed to lighten their footprint. 

Re-bag it

In the right setting, a bag itself can represent inherent eco-friendliness and sustainability. One such locale resides within grocery stores where patrons choose neither paper, nor plastic, but instead reach for reusable sacs. With such earth-sparing opportunities abounding through local grocery stores and co-ops, it’s easy being, and offering, green. “Eco-friendly, of course, is big right now, and everybody wants something that’s environmentally responsible,” DeShong says of the emerging eco-centric marketplace, advising decorators to appeal to the concept by underlining the utility and reusability aspect. He also mentions the many levels and perceptions of what can be considered green, and that organizations will demand a product on par with its own eco intensity.

One solution for companies wanting to get more out of its large-format ad signage is Landes’ latest green wave: “We’re doing bags made from recycled billboards,” he reports. “So companies out there that are advertising their product or services with billboards on the freeway—once those have finished their use as an advertising medium, [they] can become bags.” After a marketing message has run its course, the materials can be used to convey a new message to clients, trade show attendees and any other recipients who will be reminded of its source’s eco efforts. Not only does this practice re-involve matter that would otherwise go to waste, but it also prevents the use of something that could potentially harm the environment. “That’s a very clear ecologically-sensitive solution to a lot of the bag needs out there,” he notes. “And that can even be done by grocery stores. Instead of using canvas or something that would be pulled from the environment, they can reuse something that they’re using to advertise with.”

As concerned as this industry has recently been with what goes into its bags and other wearables, professionals in this business continue to focus on the façade.

It’s on the bag

“Overall imprints are popular,” DeShong offers with regard to bag decoration, adding that people like to bring their logo or a pattern across the entire bag. “Whether it’s tone-on-tone or higher contrast, it can give a really cool look,” he remarks. A logo drop in the middle of a pattern, a custom pattern made of edge-to-edge repeating logos, and clear ink for a tone-on-tone effect are just a few ways to make bags unique and more profitable. “You can take a product that has a certain value and give it much more value by doing this little process.” One limitation to this in-demand decoration is that to print the entire canvas, the item must be embellished prior to construction, DeShong reports.

Not for the homebodies at heart, the lightwight structure built into these bags help maintain form while minimizing weight, two of travelers' most important criteria. (Photo compliments High Sierra Sport Company)

More generally, there are additional decoration considerations when dealing with bags, being that most are constructed of unique fabrics with sturdiness in mind. “Different materials have different properties, and some can cause real problems,” DeShong warns, relating vinyl’s specific need for air-drying inks. Another familiar factor that must be accounted for is shrinkage, and DeShong recounts his experiences with a bag material made from 100 percent recycled bottles: “The problem is it shrinks when you heat it. It’s also very thin compared to some of the vinyl-backed stuff, but we can’t back it with vinyl because that would remove or reduce the ecological benefit.” To combat shrinkage: “We cut it larger,” he laughs. “You know, we have to overcut it. If we want it to end up at eighteen, we have to cut it at nineteen.”

Forced to offer up information upon request during any given journey, it seems that when it comes to personalizing luggage, travelers prefer to remain anonymous. “I am seeing a lot of people go away from using the leather monogram patches,” reports Coughlin. “Ten years ago, every single piece of luggage that you saw out there had one of those on there, we really don’t see it anymore. When it comes to really making their bags unique, from a personal standpoint as far as ID tags go, we’re also seeing those removed from the outside of the bag and put onto the inside of the bag.” Instead of displaying names on their bag’s exterior, people keep it to themselves with little exterior hideaway zippers or secret storage compartments. “I think a lot of that played into not wanting their names plastered on the outside of the bag when they’re traveling,” Coughlin explains.

On another mode of personal-item transportation, a major spike in patterned materials can be seen on the backs of the masses. “Instead of the blacks and the navy blue backpacks that were really driving the business a couple years ago,” explains Coughlin, “now you’re seeing a pink plaid or a spring-green plaid or some kind of starburst pattern really outselling even the more conservative black and navy blue colors, by far.” These plaids and funky patterns passed down from street or fashion influences may prove demanding to decorate, but manufacturers account for additions with dedicated embellishment areas. Outside of that, it’s up to decorators to work their magic with contrasting thread.

Camouflage, another popular pattern, presents decoration challenges where color is concerned. “You can’t decorate it in white,” DeShong asserts. “White would be the most contrasting and show up the best, but it would defeat the purpose of camo. So you do it in black, but black doesn’t show up real well because of the dark tones in the camo.” The solution? “We print kind of a block of tone, we pull out a color of the material and then have to print a second color of the logo on top of that, so that’s one way to handle it.” 

However you plan to capture the attention and business of resorts, trade-show participants and other potential clientele, remember that everyone has accessories, and bags are the accessory’s necessity. When in doubt, you can count on women and their purses.