Back in 2007, British designer Anya Hindmarch launched the “I Am Not a Plastic Bag” line. The objective to this launch was to promote eco- friendliness. Essentially, it promoted the idea that reusable shopping bags can be a fashion statement as well.
This bag is just a simple canvas bag with “I Am Not A Plastic Bag” in large print on it. Personally, I do not find it very appealing. However, other people beg to differ. This limited simple designer bag for only $15 at the store, was sold out with its high demand. Some lucky people who got their hands on these bags put them on ebay and actioned them off for up to $400 each! As different models came out the amount of money people were willing to pay to get one of these bags increased. Some were selling online ranging from $700-$2000.
When I first heard about this bad, I did not understand what this hype was about. I saw it as a very plain and simple bag that you would potentially get for under $10. It did not exactly appeal to me either, which made it hard for me to understand WHY people were willing to pay so much for this bag.
I think this links back to BRANDING. These bags were very popular because it was designed by a famous designer. Consumers do not mind that other people are carrying around the EXACT same bag. They just want to be seen as one of those people who were privileged enough to own this exclusive bag.
If the exact same bags were being sold as a no name brand before Anya Hindmarch launched this line, people would not pay much attention to them and definitely not spend as much money on them.
This product is another example of how important branding is. Since this product was so simple, it is very easily likable. However, I believe rather then buying the bag because they really, really like it, they bought it for the brand itself.
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I completely agree with you on people are buying the “brand”. I think people are buying because Anya Hindmarch made the bag and not because they like the bag. But I don’t think consumer do not mind that other people are carrying around the exact same bag. I think they bought it because of its’ exclusiveness.
I completely agree with you on people are buying the “brand”. I think people are buying because Anya Hindmarch made the bag and not because they like the bag. But I don’t think consumer do not mind that other people are carrying around the exact same bag. I think they bought it because of its’ exclusiveness.