What Makes the ‘Most Popular Tote Bag of 2023’ So Popular? An Investigation

Brendan Menapace

According to Google search data, a Marc Jacobs tote bag was the top-trending tote bag of 2023. At first glance, it looks like similar tote bags. But, the bag is called “The Tote Bag,” making a bold claim that this is the bag that anybody who’s anybody is carrying.

Aside from the ostentatious naming of The Tote Bag, there isn’t a ton about it at first glance that makes us think it’s the year’s must-have carry-all item. But, it is our journalistic duty to dive a little deeper into what makes this bag so popular among customers.

Options

According to In The Know Style, the bag doesn’t just come in canvas. Customers have the option of materials, such as leather, jacquard, and teddy sherpa fabrics. It’s also not a one-size-fits-all piece, with mini, small, medium, and large options.

The most popular size is the Medium Tote Bag, which sells for $195, and comes in nine different color options, such as “Lagoon,” “True Red,” “Wolf Grey,” beige, “Blue Shadow,” “Lavender,” and more.

Utility

Your standard grocery store tote is going to just have two handles at the top. The Tote Bag provides different methods for different jobs or preferences, like two handles or an over-the-shoulder strap. The large version of the tote is big enough to fit a 15″ MacBook laptop, while the mini tote is big enough for everyday essentials like phones, keys, and wallets. The mini design still features a cross-body strap to capitalize on the current trend of fannypack-reminiscent bags coming back.

Boldness

Finally, there really is something to a product coming out and saying that it’s the most important item in its category. Without that minimal, yet assertive, branding declaring it “The Tote Bag,” it might not feel like The Tote Bag. It might just feel like A Tote Bag. That’s fine, but if you’re looking for your products and your clients’ branding to stand out among the competition, a little bit of cockiness is good sometimes. At least, there’s a strong argument to be made for bold branding.

So, as you start planning your product campaigns for 2024, whether they’re tote bags or anything else, think about how you can make your products the must-have and most-sought-after products in their worlds. Give the customers options for designs to fit their aesthetics, give them the ability to use them for multiple different tasks and situations, and don’t be afraid to make your branding really pop.

Even Marc Jacobs took the branding message to the next level by creating a giant inflatable version of the bag, which was squeezed between two buildings in Manhattan.

Yes, the name “Marc Jacobs” helps in the popularity department, but it’s not the only thing that appeals to people. You don’t have to be a designer brand for your products to resonate with end-users.

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