She’s gotta have it


This is an article by Claire Wright.
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Did I mention my new bag?

The Hermes Birkin. The Chanel 2.55. The Mulberry Bayswater.

What are they I hear you say?

They are bags, beautiful, amazing, stylish, delectable, highly sought after bags.

Not just bags, ‘IT’ bags.

These bags claim to be classics. The sort that will never be unfashionable.

The sort that the wealthy buy in batches yet normal girls like me can only dream of owning.

And that I do. Every day I envision how my outfit would look if I could add the Mulberry Alexa in Oak Ostrich (my personal favourite bag of all time) to it.

But seeing as it costs almost as much as a year’s rent, I somehow don’t think my student budget will stretch that far.

On my first day of university I was introduced to my flat mate and quite frankly as soon as I met her I was over ridden with jealously. Hanging off her arm she had my dream bag, there in all its wonderfulness. I was in awe.

I later discovered she had even more amazing bags hidden away in her room, and I’m sure you can imagine my excitement when she told me, ‘you can borrow any of them any time you want’.  So of course I snapped up the offer, I chose to borrow her pale brown patent Mulberry Bayswater for a friend’s birthday meal and I can honestly say my borrowed bag got more attention than the birthday girl herself.

So why are bags such as these so appealing? I mean they are probably retailed at 10 times what they actually cost to make and when it comes down to it there just a leather handbag with a designer name or logo emblazoned on the front. They are usually quite plain and come in fairly standard colours, with hardly an evidence that it had been bought from one of the world’s best fashion houses.

Many people could look at a Hermes Birkin and not give it a second thought, but girls like me could spot one a mile away.

The scenes of Gossip Girl are full of these bags, Serena Van Der Woodsen appears to own every designer bag ever made and whatever she doesn’t own her best friend Blair Waldorf is likely to have in at least five different colours. Magazine pages are shrouded with the season’s top 10 pieces of arm candy. Victoria Beckham is rumoured to have over 100 Birkin bags all in different colours, the Kardashian Sisters between them must have about 500 designer holdalls, whilst Beyonce probably has enough to give the whole population of NYC a bag each.

Ok, so it all does sound a little superficial and shallow does it not? But we still all want one right? (at least us girls do ).  If Kim Kardashian can have a 10 Birkins why can’t we?

Well, I can only guess but I doubt Kimmy Khad to pay for any of her Birkin bags at all. This is because of the simply genius actions of the PR team behind Hermes. Their business strategy probably goes a little like this:

Step 1: Send a celebrity a few new bags.

Step 2: The celebrity uses the bags and paparazzi gain pictures of them with the bag.

Step 3: Bag instantly comes more desirable to the public.

Step 4: sales of the bag increase

Simple isn’t it? And probably a lot cheaper than conjuring up an extravagant marketing campaign. It gets the bags seen by many different audiences and the picture of a celebrity with their bag has the potential to be all over magazines and newspapers supplying a business with perfect coverage of their product.

I just can’t see why Mulberry aren’t sending their newest recruit the Mulberry Carter … I’m a student, please mulberry have some sympathy!

Comments

  1. Great idea but talking from experience be prepared for items to ‘go missing’ in the post and that celebrities are not always guranteed to show off your products.

    It works for some desirable items but not all

    Love the bag though 🙂

  2. Great article. Yet, I think that this strategy does not apply to Hermes. It is a classic, difficult to get hold of even with the right amount of cash, even though their production seem to have been increased. Still there’s more to Birkin than just PR. The other high profile bags, I do agree. Once again, great read 🙂

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