focus CHANGING BAGS
Changing World Changing bags are considered fashion statements in today’s world. A changing bag is viewed as an essential and also a fashion accessory. Modern parents are searching for design led products which also offer practical functions and benefits. hanging bags are very much a fashion led changing pad for convenience. New colours include staple for many retailers and is a product the timeless Black with rose gold hardware and the category that is always on trend. These are ever so trendy Olive.” a must have for any discerning mum while Being customer facing, we asked Karen for her out and about. thoughts on trends she experiences with regard to Gemma Stokes, Marketing Manager, Skip Hop fabrics, colourways and patterns. “Customers are UK told Nursery Today: “Changing bags, which still loving new pastel and light neutral shades for the must be practical and functional, now also need to be summer. stylish, chic and completely on-trend. Style and “Lightweight materials are increasingly popular. versatility are the buzz words, as many parents are Back packs are a growing segment (with regard to now looking to purchase a changing bag that can also being unisex and offering a level of convenience when be used as a handbag and offer that extra longevity out and about). However luxury leather tote style for use.” bags remain a classic favourite investment piece, With fashion at the forefront of most parents especially for mums to be at the very start of their mind, would this be considered a brand led category? parenting journey.” We asked independent retailer Karen Grunstein of We asked Karen also for her opinion on what she Burble Baby for her thoughts. “Brands play an feels are the key qualities and features that her important role in setting trends and leading customers are currently looking for? “Customers want innovation in the category and consumers are their bags to meet their needs all at once without increasingly likely to invest in branded, good quality having to buy different bags or accessories for multifunctional bags that will have extended use different purposes. The more features and added beyond the initial baby years. extras a bag can include the better!” “However unbranded lower cost bags have their If we are talking features, is the consumer prepared place in the current economic climate too and to pay more for bags that offer additional pockets, shouldn’t be ignored. Not everyone wants to/or has changing mats, etc? Gemma thinks so. “Function is a the disposable income to invest in a premium very important factor when it comes to changing bags. branded changing bag.” Mums need to know that their changing bag has all the What about the type of fabric used? Is this closely typical and necessary functions (stroller straps, bottle looked at by the consumer? “Leather is always the pockets, changing pad, which come as standard in all most popular for durability however the cost is what Skip Hop changing bags.” commented Gemma. sometimes puts people off.” Said Katie Kaminski, “Millennial mums are typically on-the-go multi-taskers, Managing Director, Motherknot. “There has been a so therefore look for products that will help simplify growing demand for faux leather and we are now their busy on-the go, multi-tasking lifestyles. Because of producing faux leather bags to cater for the Vegan this, they are willing to pay more for quality, ethical and market as they still want the style but for ethical safe assured products.” reasons can’t buy leather.” Of course, it’s not just mum now who will change Gemma agrees. “Vegan-friendly fabrics are a hot baby. Dads are now very much hands on. Are we ed to be practical, cat topic right now. Bags need catering to their needs in this cat contain lots of category and offering sufficient inn pockets, for innovation? “Brands are beg organisation and easy beginning to adapt to dads with cha access to smaller changing bag styles, and more are bec items, and ideally be becoming unisex in appearance. Ho wipe-clean. However I’m sure there is a whole “For example, our new segment of the category ripe Greenwich Simply for development bespoke to dads nee Chic Backpack needs!” Said Karen. collection is made of Whether your customer is loo durable, wipe-clean looking for that bag that oozes fun vegan leather and functional aspects, or one that ha to be deemed as that all offers luxury and style has im for the effortlessly chic important ‘oversized’ handbag ac mum. With earthy accessory – suppliers and m colours and clean lines, manufacturers really do have it al covered. We highlight it features nine pockets all c for the ultimate changing bags and accessories anaging o the following pages that are organisation. Like all on Katie Kaminski, M t our changing bags, it on trend and available to Director, Motherkno comes with a cushioned order.
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nursery today
Image courtesy of Clever Clogs
The survey says… Nursery marketing specialist FanFinders survey 1200 consumers focussing on Changing Bags & Accessories. Here’s the results. Did you buy a changing bag?
Yes: 517 (43.1%) No: 683 (56.9%) If answered yes to question 1 (517 users) Did you research this prior to purchase?
Yes: 342 (66.2%) No: 175 (33.8%)
Was the style important to you?
Yes: 431 (83.4%) No: 86 (16.4%) Did you buy a bag that could be considered unisex?
Yes: 451 (87.2%) No: 66 (12.8%) Were brand names important to you?
Yes: 153 (29.6%) No: 364 (70.4%)
Did you look for a bag that you could use for general use as your child grew?
Yes: 354 (68.5%) No: 163 (31.5%) Was it important that this included a changing mat?
Yes: 363 (70.2%) No: 154 (29.8%) Did you look for a bag that had various pockets and compartments?
Yes: 498 (96.3%) No: 19 (3.7%)