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Marketing Leather Handbags and Accessories to the Younger Market

In the third and final part of the “Marketing Leather to the Younger Market” article trilogy I have decided to focus on leather handbags, clutch bags and small leather goods for the ladies. In the first two parts of “Marketing Leather to the Younger Market” I referred to behavioural aspects of marketing and how environmental factors can affect consumer buyer behaviour. As males are often manipulated by the media and their peer groups about what they should be wearing. A few years ago the younger male market would never have worn neckerchiefs, but now walking down the street I see many young want-to-be cowboys. Maybe soon they will wear leather chaps?! This could lead to further exploration of leather accessories in the future! But the focus in this article is towards why ladies search for the perfect leather fashion handbag and accessories to match. I have many female friends all mad about fashion and having particular accessories and handbags that compliment one-another. I once spent two hours in the one store looking around at the huge range of fashion handbags and accessories waiting for a definitive decision to be made. What goes through our ladies’ heads, I mean it could be seen as a price sensitive issue and the process to buy a new bag may be seen as an indulgence but all the same, two hours to decide that they want to buy that handbag when we both knew that she’ll be buying a handbag regardless. But apparently it is important that they accessorise accordingly with their outfits and have accessories for smart and leisure use. It baffles me why it has become oh so important that they have different outfits and matching accessories to boot. I come to the conclusion that media exposure and relating peer pressure are major factors. I watch a lot of programmes on e4 ad MTV and all of the girly programmes such as The OC, One Tree Hill, The Hills and Sex and the City strongly advocate the needs for girls to indulge in many pairs of shoes and handbags and that outfits are extremely important. Before it was the case for girls to dress to impress the guys but now their focus is to be accepted by their peers more. A social-environment shift of demands has changed the perceptions of the younger market, affecting the cognitive processed of women suggesting they need to have stylish shoes and fashion handbags. I earlier mentioned The OC being a favourite amongst women, watching glamorous boys and girls living the ideal lifestyle with new outfits and accessories to match on every show. Lead actress in the series Mischa Barton has recently launched her handbag line, with a variety of PVC and Leather Handbags within her collection. This is a wise business move, as she is iconic for her fashion sense and her love of handbags. Her website is crisp and epitomises the LA lifestyle of glamour and expense and further still she is high in Google for the term ‘handbag’. I don’t want to get into a sex debate, but stereotypically men have sport as their predominant hobby, spending their earned cash on supporting a football team so why shouldn’t ladies treat fashion and accessorising as a hobby. Who cares that media manipulation affects their true motivation? If they enjoy ruining a guys Saturday afternoon going around shoe shops, looking for leather handbags or finding the perfect accessories for that dress then so be it.

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