THE HISTORY OF THE WORLD'S BEST-SELLING BAGS
In the last millennium they were fashion status symbols.
They had disappeared, but today they have forcefully returned to trend.
For their relaunch, the fashion houses are using new marketing techniques that keep up with the times.
In the 1990s and early 2000s, bags like Gucci's «Flora Jackie»,
Saint Laurent's "Mombasa" and Balenciaga's "Lariat" have become means of expression of a status symbol linked to the world of fashion
Fendi was one of the brands that left its mark on that era, selling 600,000 of its iconic Baguette bags, both long and short-handled, in over 700 variations of fabrics and decorations.
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There are some bag models that seem to have remained unchanged by the passing of the seasons and fashion, such as the Hermès Birkin, the Hermès Kelly, and the Chanel 2.55 and the Classica, which have remained unchanged for over seventy years.
But most of the iconic bags of those years have faded, absorbed by the fashion circle and today the must-have accessory has unquestionably become the sneaker, almost pushing the bag into the background.
However, logos have been making a strong comeback since the 2017-2018 season, and fashion houses, including those that produce the trendiest bags, are looking back at their archives. Fendi and Dior, for example, are dusting off their iconic bags, updating the models with new style elements (such as crisscross straps) as well as a renewed marketing approach (to the point of increasingly turning to influencers). And these two innovations appear to be bearing the desired fruit: Dior, for example, has its Saddle Bag, which was a coveted item last summer and market sources say is selling well this winter as well.
Now, Fendi is trying to achieve great results with a new marketing push for the Baguette bag: to celebrate the launch of its new summer 2019 models, Fendi hosted a party in New York where it premiered three short films. Set in Shanghai, Hong Kong, and New York, the videos feature influencers and celebrities, telling stories of friendship and passion for fashion. Without a doubt, bags that seemed out of fashion have returned to being true it-bags: a transition accelerated by social media and the influencer phenomenon.
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