Are Tote Bags
The New Thing?
the ask
This project set out to explore whether tote bags are more than just a passing trend and to understand how brands like Marc Jacobs have successfully turned them into must-have items.
skills
Analytic writing
google docs
critical thinking
apa format
product research
research & strategy
The process
For this project, I wanted to explore something that felt both relevant and meaningful—so I chose to focus on tote bags. They’ve been trending for a while now, not just in fashion but also in conversations around sustainability, and I felt they were the perfect topic to dive into for my fashion merchandising class.
Getting Started
I began by identifying the core idea: tote bags as both a fashion statement and an eco-friendly alternative to plastic. From there, I looked into the history of tote bags and how they’ve evolved—from something practical and simple to a staple accessory featured by major designers. I found it fascinating that something so functional had become so fashionable.
Choosing Marc Jacobs as the Main Brand
I chose Marc Jacobs as the centerpiece of my research because of how successful "The Tote Bag" collection has been, especially on social media platforms like TikTok. I wanted to understand what made this particular tote stand out and how it fit into broader industry trends. I also looked into similar products from Dior and Louis Vuitton for comparison and to get a sense of how high-end brands approach the tote bag trend.
Wrapping It Up
To finish the project, I pulled everything together and made sure I tied it back to the bigger picture. Tote bags aren’t just trendy—they’re also a step in the right direction for reducing plastic waste. I wanted my project to highlight that connection between fashion and environmental responsibility.
Overall, this project helped me think more critically about how trends develop, how brands respond, and how fashion can reflect broader cultural values. It also gave me a chance to blend creativity with real-world marketing and merchandising strategies, which I really enjoyed.
Research & Strategy
Next, I dove into demographics and psychographics to better understand the target audience for tote bags. I considered age, income, lifestyle, and even values—like sustainability and self-expression. Then I explored how these bags are marketed, where they’re sold, and how brands use influencers, social media, and even platform ads to reach consumers. This part really helped me connect what I was learning in class to real-world brand strategies.
Planning the Product Assortment
I put together a product strategy that divided tote bags into categories based on pricing, design, and usage. I wanted to make sure the bags could appeal to a broad audience—from high-income luxury buyers to budget-conscious shoppers—while still feeling cohesive. I also thought through how these products could be laid out in-store to make everyone feel welcome and included.
the outcome
By the end of this project, I gained a much deeper understanding of how fashion trends like tote bags evolve and how brands successfully market them to different audiences. I was able to connect classroom concepts—like market segmentation, product assortment, and branding—to real-world examples through my research on Marc Jacobs, Dior, and Louis Vuitton.
The final product didn’t just showcase tote bags as a trend, but also highlighted their role in promoting sustainability and inclusivity in fashion. Overall, I’m proud of how the project turned out and feel more confident in my ability to analyze trends, build marketing strategies, and communicate fashion ideas in a clear and thoughtful way.