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Luggage - US - December 2012

Published By :

Mintel

Published Date : Dec 2012

Category :

Apparel

No. of Pages : 144 Pages


The luggage market is expected to grow over the next few years due to a rebound in the travel industry and renewed consumer confidence, both of which are inherently linked to luggage purchases. However, seeing as items in this category are not purchased very frequently, luggage marketers need to focus on how the value of functions and features of items will justify a new purchase in order to generate sales.
Table of Content

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
The market
Figure 1: Fan chart forecast of total U.S. retail sales of luggage, 2007-17
Market factors
Consumer confidence likely to impact luggage sales
Figure 2: University of Michigan Consumer Sentiment, November 1978-2012
Travel trends affect the market for luggage
Airline fee increases may create greater demand for carry-on luggage
Retail channels
The consumer
Suitcases most commonly purchased type of luggage
Figure 3: Types of luggage bought in past two years, August 2012
Most buy luggage for replacement needs
Figure 4: Reasons for buying luggage, August 2012
More than half buy luggage at mass merchandisers
Figure 5: Retailers shopped for luggage, any purchase, August 2012
Most think luggage is overpriced, yet willing to pay more for quality items
Figure 6: Attitudes toward luggage, August 2012
What we think

ISSUES IN THE MARKET
How are changes in the travel industry impacting the luggage market?
How can retailers encourage more purchases of luggage?
What attributes are most important to consumers when buying luggage?
What types of innovations are generating interest in the luggage category?

INSIGHTS AND OPPORTUNITIES
Allow consumers to customize luggage to better meet their travel needs
Partner with travel sites to promote luggage
Multifunctional items may help drive sales of luggage

TREND APPLICATION
Inspire Trend: Perfecting the Details
Inspire Trend: Many Mes
2015 trends
East Meets West

MARKET SIZE AND FORECAST
Key points
Luggage market poised for growth
Figure 7: Total U.S. retail sales of luggage, at current prices, 2007-17
Figure 8: Total U.S. retail sales of luggage, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 9: Fan chart forecast of total U.S. retail sales of luggage, 2007-17

MARKET DRIVERS
Key points
Consumer confidence and luggage sales
Figure 10: University of Michigan Consumer Sentiment, November 1978-2012
Travel trends affect the market for luggage
Increases in airline fees may create demand for smaller, carry-on items

MARKET SEGMENTATION

SEGMENT OVERVIEW
Key points
All luggage segments expected to grow
Figure 11: Total U.S. retail sales of luggage, by segment, at current prices, 2007-17
Travel bags/sports bags account for largest share
Figure 12: Total U.S. retail sales of luggage, by segment, 2010 and 2012

TRAVEL BAGS/SPORTS BAGS
Key points
Travel bags/sports bags will see growth, favored for multipurpose use
Figure 13: Total U.S. retail sales of travel bags/sports bags, 2007-17

SUITCASES
Key points
Sales of suitcases will return to growth after strong recessionary declines
Figure 14: Total U.S. retail sales of suitcases, 2007-17

BACKPACKS
Key points
Backpacks saw rebound after recession, will experience growth
Figure 15: Total U.S. retail sales of backpacks, 2007-17

RETAILER OVERVIEW
Department stores
Macy’s Inc.
Nordstrom
Kohl’s
Sears
JC Penney
Market threats and opportunities for department stores
Mass merchandisers and warehouse clubs
Target
Walmart
Costco
Market threats and opportunities for mass merchandisers and warehouse clubs
Discount stores
T.J. Maxx and Marshalls
Ross
Market threats and opportunities for discount stores
Online-only retailers
eBags.com
Amazon.com
Overstock.com
Market threats and opportunities for online-only retailers

INNOVATIONS AND INNOVATORS
The Hop suitcase offers hands-free luggage
Figure 16: The Hop Hands-free suitcase, September 2012
Unique designs create interest in luggage category
Figure 17: Pantone universe luggage, July 2012
Figure 18: Eastpak’s cheeseburger backpack, August 2012
Louis Vuitton uses interactive video to help consumers pack luggage
Figure 19: Louis Vuitton “The Art of Packing – Alzer,” July 2012
Figure 20: Louis Vuitton “The Art of Packing –Pegase,” July 2012
Figure 21: Louis Vuitton “The Art of Packing –Keepall,” July 2012
Collapsible luggage offers storage solutions
Figure 22: Road warrior collapsible carry-on, July 2012
Tumi opens flagship store on Rodeo Drive
Figure 23: Tumi’s Beverly Hills Store, September 2012
Mummy’s Baby provides functional luggage for parents
Figure 24: Mummy’s baby, July 2012
Micro luggage offers suitcase with a built in scooter
Figure 25: Micro Luggage, December 2012

MARKETING STRATEGIES
Television advertising
Burlington Coat Factory
Figure 26: Burlington Coat Factory TV ad, “Big Event,” November 2011
Carson Pirie Scott
Figure 27: Carson Pirie Scott TV ad, “Two Timer,” January 2012
JC Penney
Figure 28: JC Penney TV ad, “Shop all day,” November 2011
Luggage and Leather
Figure 29: Luggage and Leather TV ad, “A Lot More,” May 2012
Macy’s
Figure 30: Macy’s TV ad, “Home Items,” May 2012
Ross
Figure 31: Ross TV ad, “Unbeatable Savings,” November 2011
Print advertising
Figure 32: Rimowa print ad, as seen in Condé Nast Traveler magazine, August 2012
Figure 33: American Tourister print ad, as seen in Budget Travel magazine, December 2011/January 2012
Other
Figure 34: Heys USA Living Social promotion, October 31, 2012
Figure 35: Swiss Legend Groupon promotion, November 7, 2012

TYPES OF LUGGAGE BOUGHT
Key points
Suitcases most commonly purchased type of luggage
Figure 36: Types of luggage purchased and when, August 2012
Women purchase a wider variety of luggage items compared to men
Figure 37: Types of luggage bought in past two years, by gender, August 2012
Younger adults more likely to purchase luggage
Figure 38: Types of luggage bought in past two years, by age, August 2012
Highest income = higher incidence of luggage purchase
Figure 39: Types of luggage bought in past two years, by household income, August 2012

LUGGAGE PURCHASE BY TYPE OF TRIP MADE IN LAST YEAR
Key point
Holiday travelers have purchased greatest variety of luggage
Figure 40: Types of luggage bought in past two years, by reasons for staying in a U.S. hotel or motel in the last
12 months, August 2012

REASONS FOR BUYING LUGGAGE
Key points
Half buy luggage to replace old/worn-out items
Figure 41: Reasons for buying luggage, August 2012
Younger consumers most likely to buy luggage for a specific trip
Figure 42: Reasons for buying luggage, by age, August 2012
All household income groups likely to purchase luggage as replacement
Figure 43: Reasons for buying luggage, by household income, August 2012

REASONS FOR NOT PURCHASING LUGGAGE
Key points
Most say existing luggage is still functional, no need to replace
Figure 44: Reasons for not purchasing luggage, August 2012
Men and women have similar reasons for not purchasing luggage
Figure 45: Reasons for not purchasing luggage, by gender, August 2012
Younger consumers hold off on luggage to save money
Figure 46: Reasons for not purchasing luggage, by age, August 2012
Highest income earners satisfied with existing luggage
Figure 47: Reasons for not purchasing luggage, by household income, August 2012

RETAILERS SHOPPED FOR LUGGAGE
Key points
Most luggage buyers have bought at mass merchandisers
Figure 48: Retailers shopped for luggage, August 2012
Women shop a variety of channels when purchasing luggage, men likely to purchase online
Figure 49: Retailers shopped for luggage, by gender, August 2012
Younger buyers prefer mass merchandisers, discount stores when buying luggage
Figure 50: Retailers shopped for luggage, by age, August 2012
Discount stores used by buyers of all income groups
Figure 51: Retailers shopped for luggage, by household income, August 2012

ATTITUDES TOWARD LUGGAGE
Key points
Most think luggage is overpriced, yet willing to pay more for quality
Figure 52: Attitudes toward luggage, August 2012
Women more concerned with style of luggage compared to men
Figure 53: Attitudes toward luggage, by gender, August 2012
Younger consumers seek multipurpose items, use internet for research
Figure 54: Attitudes toward luggage, by age, August 2012
Highest-income earners will pay more, function more important than price
Figure 55: Attitudes toward luggage, by household income, August 2012

IMPORTANCE OF LUGGAGE ATTRIBUTES
Key points
Price, durability, easy to use most important attributes when buying luggage
Figure 56: Important luggage attributes, August 2012
Women want easy to use, colorful luggage, men seek quality pieces
Figure 57: Important luggage attributes, by gender, August 2012
Younger luggage buyers say price, style important in luggage
Figure 58: Important luggage attributes, by age, August 2012
Style appeals across income groups
Figure 59: Important luggage attributes, by household income, August 2012

LUGGAGE USAGE AND PACKING BEHAVIORS
Key points
Most travelers say they try to pack as light as possible
Figure 60: Luggage usage and packing behaviors, August 2012
Women carry extra bag for purchases when traveling
Figure 61: Luggage usage and packing behaviors, by gender, August 2012
Older adults prefer suitcases, tend to pack light
Figure 62: Luggage usage and packing behaviors, by age, August 2012
Highest income earners travel with extra bag
Figure 63: Luggage usage and packing behaviors, by household income, August 2012

IMPACT OF RACE/HISPANIC ORIGIN
Key points
Hispanics likely to buy a variety of types of luggage
Figure 64: Types of luggage bought in past two years, by race/Hispanic origin, August 2012
Hispanics likely to buy luggage for specific vacation/trip
Figure 65: Reasons for buying luggage, by race/Hispanic origin, August 2012
Whites satisfied with existing luggage, reflecting age bias
Figure 66: Reasons for not purchasing luggage, by race/Hispanic origin, August 2012
All groups likely to purchase luggage at mass merchandisers
Figure 67: Retailers shopped for luggage, by race/Hispanic origin, August 2012
Hispanics prefer luggage sets, colors, and patterns
Figure 68: Attitudes toward luggage, by race/Hispanic origin, August 2012
Hispanics concerned with style, whites focus on price, blacks seek durability
Figure 69: Important luggage attributes, by race/Hispanic origin, August 2012
Non-Hispanics pack as light as possible, take carry-ons only
Figure 70: Luggage usage and packing behaviors, by race/Hispanic origin, August 2012

CLUSTER ANALYSIS
Baggage Buyers
Demographics
Characteristics
Opportunity
Sale Seekers
Demographics
Characteristics
Opportunity
Luggage Lacking
Demographics
Characteristics
Opportunity
Style Savvy
Demographics
Characteristics
Opportunity
Function Fanatics
Demographics
Characteristics
Opportunity
Cluster characteristics tables
Figure 71: Types of luggage bought in past two years, by target clusters, August 2012
Figure 72: Types of luggage bought – any purchase, by target clusters, August 2012
Figure 73: Attitudes toward luggage, by target clusters, August 2012
Figure 74: Luggage usage and packing behaviors, by target clusters, August 2012
Cluster demographic tables
Figure 75: Target clusters, by key demographics, August 2012
Cluster methodology

APPENDIX – OTHER USEFUL CONSUMER TABLES
Types of luggage bought
Figure 76: Types of luggage bought in past two years, by marital/relationship status, August 2012
Figure 77: Types of luggage bought in past two years, by household size, August 2012
Figure 78: Types of luggage bought in past two years, by employment, August 2012
Figure 79: Types of luggage bought in past two years, by generation, August 2012
Reasons for buying luggage
Figure 80: Reasons for buying luggage, by marital/relationship status, August 2012
Figure 81: Reasons for buying luggage, by household size, August 2012
Figure 82: Reasons for buying luggage, by employment, August 2012
Figure 83: Reasons for buying luggage, by generation, August 2012
Luggage purchase by type of trip made in past year
Figure 84: Types of luggage bought in past two years, by reasons for staying in a U.S. hotel or motel in the
last 12 months, August 2012
Figure 85: Types of luggage bought in past two years, by reasons for staying in a U.S. hotel or motel in the last
12 months, August 2012
Reasons for not purchasing luggage
Figure 86: Reasons for not purchasing luggage, by marital/relationship status, August 2012
Figure 87: Reasons for not purchasing luggage, by household size, August 2012
Figure 88: Reasons for not purchasing luggage, by employment, August 2012
Figure 89: Reasons for not purchasing luggage, by generation, August 2012
Retailers shopped for luggage
Figure 90: Retailers shopped for luggage, by marital/relationship status, August 2012
Figure 91: Retailers shopped for luggage, by household size, August 2012
Figure 92: Retailers shopped for luggage, by employment, August 2012
Figure 93: Retailers shopped for luggage, by generation, August 2012
Attitudes toward luggage
Figure 94: Attitudes toward luggage, by marital/relationship status, August 2012
Figure 95: Attitudes toward luggage, by household size, August 2012
Figure 96: Attitudes toward luggage, by employment, August 2012
Figure 97: Attitudes toward luggage, by generation, August 2012
Importance of luggage attributes
Figure 98: Important luggage attributes, by marital/relationship status, August 2012
Figure 99: Important luggage attributes, by household size, August 2012
Figure 100: Important luggage attributes, by employment, August 2012
Figure 101: Important luggage attributes, by generation, August 2012
Figure 102: Important luggage attributes, by luggage (any) purchases, August 2012
Figure 103: Important luggage attributes, by luggage (any) purchases, August 2012
Luggage usage and packing behaviors
Figure 104: Luggage usage and packing behaviors, by marital/relationship status, August 2012
Figure 105: Luggage usage and packing behaviors, by household size, August 2012
Figure 106: Luggage usage and packing behaviors, by employment, August 2012
Figure 107: Luggage usage and packing behaviors, by generation, August 2012

APPENDIX – TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

APPENDIX: WHAT IS MINTEL?
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