What sort of handbag did you dream of buying when you were younger?
Chanel? Prada? Miu Miu? Louis Vuitton?
Well, according to The NPD Group, those days are gone.
In research conducted in partnership with Stylitics, the market research company discovered that quality, details and uniqueness trump household brand names when it comes to the handbag habits of millenials.
Much like buying something as big as a flat, 41% of millenials embark on this journey more than a month in advance of actually flashing the cash – a further 61% assess all their options online before making the final purchase.
These findings may explain why handbag sales among millenials have only risen by 2% in recent years despite the general increase across the entire demographic of adult women being much higher - if you put the research in, you're much more likely to get a handbag that lasts you both physically and emotionally through the years.
In an office comprised of many millenials, none of this surprises us.
In fact, what we love about this new mode of thinking the chance it gives newer handbag brands to shine.
Our favourites? Mansur Gavriel, Persephoni, Kara, Grace Gordon, Manu Atelier, Building Block, Baia Bags, Staud, pb 0110 and all the others we have yet to discover.
