Designer Accessories

Designer Accessories of the Hip and Hottie
TRANSLATING TRENDS INTO PROMOTIONS

BY RACHEL BLANCHARD

There’s no room for understated bags and accessories this season. From business to casual, the key look is all about odd mixtures of materials inspired by the top designers.

Vinyl. Opaque. Rubber. Suede. Cotton. Faux fur. You name it, it’s in. Gucci’s got loads of straw, schoolboy buckles and chains. Prada and Fendi are flashing metallics and nylon. Dolce and Gabbana lay canvas into the mix of metallic leathers and python skin. DKNY is taking hobo-washed to a funky, new level. And Forzieri has introduced gorgeous shades of jelly bags for women. Original shapes are also en vogue, as the trendy are toting everything from barrel bags and framed doctor cases to fan-shaped purses and ’70s-style wristlets. Vintage is stronger than ever, with embellishments such as feathers, brooches and fringe. Ring handles, bamboo grips, drawstrings and personalization are hot for women. Names, initials and buzz words are broadcast in buckles, beads, print and embroidery. And, according to fashionera.com, decorative wardrobe bags are also up-and-coming. No longer plain and simple, these bags — used to store favorite garments, footwear and accessories — will be richly ornamented this year.

In a world where accessorizing is everything, the promotional products industry is more equipped than ever to run with the big dogs of fashion. “Men and women alike tend to buy bags and business accessories that favor popular designers’ creations,” says Aimee Temples, executive assistant and honorary “resident fashion authority” for Hixon, Tenn.-based Gold Bond Inc. “Suppliers who replicate popular designer styles seem to have the most success with their products.” Take Fort Worth, Texas-based BagWorks, for example, where customers can “dress it up” with decorative hardware, handles and embellishments such as fringe, jewelry appliqués, trims and boas. Another supplier — Carrollton, Texas-based In Your Face Apparel — provides a fashion-forward technique of unforgettable transfer decoration. Clients can glitz up logos and more with rhinestones, pearlized and metal studs, nail heads, caviar beads, flock, felt, foils and crystal transfers. This flashy, chic look is new and sassy.

Bags with built-in radios, headphone ports and wheels are also flooding the market, as are bags that accommodate easy access to electronic items. “There are pockets for everything, from CD players to cell phones,” says Rob Robinson, CAS — advertising and tradeshow coordinator for Miami-based Bullet Line Inc. Fashion-era.com reports that “Mobile phones will merge into the outer construction of bags. These mobile pockets will be positioned stylishly somewhere on the outside of the bag or handle for easy access.”

Sam Dibiase — vice president of sales for New Kensington, Penn.-based Leed’s — points out that “The relationship of product development to lifestyle appears to be more than a trend.” Look no further than the high sales of business-friendly items: the vertically designed business brief/backpack/laptop case combo for the active executive; flexible-use, multipurpose PDA/cell phone holders, binders and note pads for meetings and travel; and multi-priced gift sets that are merchandised by design, function and price point. Steel Threads Inc. answers the need for basic office gear, adding hip aluminum business accessories to the mix — three-ring binders, presentation kits and boxes. “By creating all of our products out of metal, we have been able to demonstrate to our clients that our items have a higher perceived value,” says Paul Ruggeri, marketing manager for the Los Angeles-based company. “Therefore, the end user is more likely to keep and use the product, giving the client’s company long-lasting exposure.”

Newsflash: Purses are no longer a “women-only” item. The “murse” (man’s purse) is rising in popularity along with an increasing metro-sexual trend. For those unfamiliar with the term, “metrosexual” refers to the Renaissance man of today — a straight, educated, well-groomed urban-dweller. This businessman wants a spacious, practical, comfortable bag but nothing too casual. He needs a handbag with a professional look that’s not too stodgy.

Thanks to our Hollywood favs, this new craze is catching on. Who could forget when Jerry Seinfeld said, “It’s not a purse! It’s a European carry-all!” Or perhaps you recall the favorite “Friends” episode, where Joey points out the benefits of his new “man-bag” from Rachel. “At first, I thought it just looked good,” he said, “but it’s practical, too. Check it out! It’s got compartments for all your stuff — your wallet, your keys, your address book!”

With the advent of Joey’s man-bag, men now have a place to store their essentials — cell phones, wallets, sunglasses, PDAs, iPods, MP3 players, gym passes and business accessories. The author of ganley.org’s “It’s Not a Purse!” writes, “I would like to advocate the cause of men carrying these things so I don’t look like a freak ... There are a few criteria for me that are essential in choosing a man-bag. The first, and absolutely most important, is that it not look like a lady’s handbag. Secondly, it should be big enough to be useful — that is, to hold substantially more stuff than a wallet, or for that matter one’s pockets — but not so big that you might as well be carrying a briefcase instead.” He goes on to say that “They should have a shoulder strap; some smaller bags are more like what Europeans call a ‘grip,’ which does not have a shoulder strap. Many of the ones I’ve seen also have a waist strap so you can use it as a fanny pack.” Bottom line, no matter what your taste, a man-bag should be functional with a sense of masculinity.

Man-bags come in a variety of styles: shoulder bags, satchels, guide bags, totes, fanny packs, sling bags and messenger bags. Most are available in more durable, masculine materials — canvas, tweed, denim, nylon, polyester, vinyl or leather for a more elegant, professional look. Whereas bright pastels and opaques are the au courant colors for women, muted colors such as grey, brown and black or fall colors — gold, orange and forest green — are popular for men.

Besides fashion for men, distributors may have a few misconceptions when it comes to sales. And the industry’s suppliers are ready to set the record straight.

Misconception: Bags and business accessories are too expensive for most promotional budgets.

“Not the case,” says Dibiase. “We offer bags and business accessories in a variety of materials and designs to meet most any budget. We make it easy to offer the same style of business case in leather for the executive group — and in a leather-look vinyl for managers and supervisors — to keep the promotion within budget.” Robinson adds, “Distributors have to convince their clients that a bag that truly offers function will be used time and again, providing maximum exposure.”

Misconception: Business accessories are too personal to use as a promotion.

“If the best product is correctly matched to the application, business accessories and bags are the ideal item for most any promotion,” Dibiase asserts. Used by everyone, these products offer a welcome change for companies that are tired of giving a golf shirt to employees. Bags and accessories make great promotions for sales forces, meetings, new employee orientations, new product launches, logo changes, executive gifts and employee rewards. A great example is the promotion one business used to attract customers to its trade show booth. The company sent out breakfast invitations to pre-registered show attendees, and the first 250 who arrived at the booth received an insulated lunch bag with a bagel, cream cheese and orange juice. Talk about a healthy promotion! This one had obvious and immediate benefits for both the company and its clients.

Misconception: Only high-tech companies buy this type of product.

Granted, Steel Threads reports that most of its customers come from advertising and pharmaceutical industries, as these types of clients “are willing to spend those extra dollars on cutting-edge custom products” and “often search out the latest technology and design ideas.” However, Dibiase maintains that “These products are of interest and use to most every type of company, based on budget and application, from inexpensive tote bags to higher-end leather business cases.”

The bottom line, Robinson contends, is that “Bags are huge in this industry. If you aren’t offering your clients bags for all uses, you are limiting your income ... The biggest misconception I find with distributors is that they think they already know what their customer wants. In reality, what their customer wants can change at the drop of a hat.”

Practical bags and accessories are here to stay, but colors, materials and styles will continue to change. Distributors should keep abreast of these trends, Robinson exhorts, by attending shows and reading articles. Beyond that, just keep an eye on the fashion runway, and your next promotion is in the bag.