Bags and Backpacks is an interesting category for the eCommerce channel. Consumers tend to purchase these items as standalone and also as additional items along with a laptop purchase. This poses interesting challenges for the marketing department as they need to distribute investment across individual SKU marketing versus running a recommendation campaign.
Provogue, Wildcraft, Skybags, American Tourister & Safari are well-known brands and have been able to capture high volumes in this category. Metronaught is a well-known brand in the fashion space and it is leveraging its equity to maintain a leadership position in the bags and backpacks category also. It is interesting to note that most of the brands in the Top 10 list have very similar Average Selling Price (ASP); apart from Skybags which has a 50% higher ASP than other Top brands in this category.
The Top 10 brands in this category collectively gather nearly 40% of the volume share. This indicates that it is a fragmented category and there are wide brand choices. Thus creating strong positioning and top-of-mind awareness along with affordability perceptions will lead to better scale in this category.
Such nuances are important to know and baked into the strategy for eCommerce execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.
Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer, business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.