Bags and Luggage in Germany

PROSPECTS

Increasing frequency of travel boosts the demand for high-quality products

With favourable economic conditions and low unemployment, the frequency of travel amongst German consumers of all ages increased, which continued to drive the growth of bags and luggage. Duffel bags in particular benefited from the increase in travel, which was further supported by the variety of different types of duffel bags, as evidenced by the current trend towards so-called weekender bags for short trips.

The move towards more expensive products in luggage

Although the category is becoming more mature, bags and luggage received a further boost to value growth from consumers’ growing interest in more expensive products. This development was particularly evident in luggage, in which consumers increasingly considered more luxurious and innovative items by Samsonite or Rimowa.

Fashion trends have a greater impact on all categories within bags and luggage

Bags and luggage benefited from the growing consumer focus on fashionable products in 2018. With increasing fashion awareness in all categories, product functionality lost some significance as the main criterion determining consumers’ purchasing decision.

COMPETITIVE LANDSCAPE

Samsonite becomes top brand in bags and luggage

In 2017, Samsonite was able to further increase its sales share to overtake VF Europe and become the top brand in the category. Not only did the growing demand for high-quality luggage contribute to this development but also the increasing popularity of Samsonite’s business bags across several consumer groups.

VF Europe remains in a strong position with its broad brand portfolio

Despite being overtaken by Samsonite, VF Europe confirmed its strong position within bags and luggage in Germany in 2017. This can be ascribed to its strong portfolio of brands, such as Eastpak, Eagle Creek and The North Face, which target various consumer groups in different subcategories and continuously draw consumer interest with innovative products and designs in line with the latest fashion trends.

Upcoming brands benefit from new trends

Despite being a rather mature category, bags and luggage in Germany continues to see upcoming brands that can take advantage of emerging trends whilst offering a distinctive brand image. The brand Fond of Bags, since 2018 known as Fond Of, has quickly risen within bags and luggage by focusing on stylish and sustainably manufactured products.

Files are delivered directly into your account within a few minutes of purchase.