What The Brand Needs To Worry About Is Whether The Backpack Is In Line With The Current Trend.

In American urban areas and university campuses, you can see retro style backpacks, bags and accessories everywhere. This kind of bag is not so sporty and biased in favor of simplicity. Its inspiration is obviously derived from traditional design. Even the labels on the packages are retro fonts.

Maybe you haven't heard of it. Herschel Supply But you should have seen their product, the main bag of retro wind. Herschel was founded in 2009 and now has ten thousand sales outlets in 72 countries. According to the company's report, its annual growth rate of users in 2014-15 years is 35%, and it is expected that growth will remain at about 30% by the end of 2016.

In fact, retro is only part of the attractiveness of the brand. According to Lyndon Cormack, co-founder of the company, their starting point is to meet a niche market that is not yet well served, so they create a brand that takes people's lifestyle as the starting point.

　　 Cormack "In the past, we kept thinking about this idea: the luggage industry is generally a little too commercial, or a little too sporty, and there is no real luggage company based on people's lifestyle. Moreover, people pay attention not only to function but also fashion, which is why we can develop to the present stage.

Cormack does not consider this brand to be supported by fashion trends, and the re popularity of backpacks is not the "driving factor" for the brand development. He said that men's backpacks are popular now and then. Fashion trend As a driving force, brands need to worry about whether backpacks are in line with current trends.

However, retro and nostalgia is still the driving force of the brand. Cormack said, "we have been using the word" nostalgic "because we always look back at the past before we move on, and people like to do so.

According to the founder of Herschel Supply, the company aims to get inspiration from the famous design and create new designs from these inspirations. Cormack said: "we are not interested in living in the past. We always look at these designs from different perspectives and try to find out whether these designs can be applied to the present era."

Cormack said that in order to do that, Herschel will continue to invest in innovation. One of the latest examples is the company's newly launched patented material technology: ApexKnit. This knitting technology will significantly reduce the waste and energy needed to make a backpack. Cormack was very excited about this material. He said he brought a ApexKnit bag with him.

Herschel will also expand to China in 2017, and the company will open a wholly-owned subsidiary in China this year. "China is a blank canvas for us," Cormack said. He also admits that the fast changing tastes of Chinese consumers will be a challenge.

"We are a group of people who want to do the right thing, and that's our goal," Cormack said. "I am not a person who believes in" Hope "strategy, so I never thought I would say the word" Hope ".

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