Bags and Luggage in Switzerland

PROSPECTS

Despite falling sales of bags and luggage, backpacks achieves value growth

In 2019, backpacks was the only category to see positive value growth amid generally declining sales of bags and luggage in Switzerland. Consumers continue to demand versatile accessories which suit an active lifestyle while also being stylish.

Internet retailing benefits from consumers’ price sensitivity

Internet retailing continues to increase its distribution value share of bags and luggage in Switzerland, posing tougher price competition for bricks-and-mortar retailers. Swiss consumers are accustomed to making purchases over the internet and their price sensitivity sees them continue to look for bargains online.

Average unit prices are driven up by smart luggage

Smart luggage is driving up the average unit price of bags and luggage due to offering high-tech capabilities. The built-in circuit board and battery enable a range of functions including device charging, hands-free use of devices, Wi-Fi, GPS tracking, remote control with an app, and electronic locks.

COMPETITIVE LANDSCAPE

Demand for luxury handbags boosted by increasing inbound tourism

Tourism continues to grow in Switzerland, due to the improving economy and favourable weather. Visitors from the US and Asian countries, notably China, continue to increase in number.

Sports brands excel in backpacks with versatility, style and brand names

Sports brands such as adidas, Nike and those by VF Corp are performing particularly well in backpacks. Their presence in social media and women’s preference for backpacks over handbags are the main factors driving their growth.

More expensive business bags thrive as the consumer base shrinks to traditional buyers

Business bags in Switzerland is seeing overall sales decline. Many Swiss consumers are changing to using backpacks because of the more relaxed working environment, leaving the purchases of business bags to traditional buyers.

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