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Luggage - US - December 2012

“The luggage market is expected to grow over the next few years due to a rebound in the travel industry and renewed consumer confidence, both of which are inherently linked to luggage purchases. However, seeing as items in this category are not purchased very frequently, luggage marketers need to focus on how the value of functions and features of items will justify a new purchase in order to generate sales.”

– Ali Lipson, Senior Retail & Apparel Analyst

Some questions answered in this report include:

  • How are changes in the travel industry impacting the luggage market?
  • How can retailers encourage more purchases of luggage?
  • What attributes are most important to consumers when buying luggage?
  • What types of innovations are generating interest in the luggage category?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Fan chart forecast of total U.S. retail sales of luggage, 2007-17
                      • Market factors
                        • Consumer confidence likely to impact luggage sales
                          • Figure 2: University of Michigan Consumer Sentiment, November 1978-2012
                        • Travel trends affect the market for luggage
                          • Airline fee increases may create greater demand for carry-on luggage
                            • Retail channels
                              • The consumer
                                • Suitcases most commonly purchased type of luggage
                                  • Figure 3: Types of luggage bought in past two years, August 2012
                                • Most buy luggage for replacement needs
                                  • Figure 4: Reasons for buying luggage, August 2012
                                • More than half buy luggage at mass merchandisers
                                  • Figure 5: Retailers shopped for luggage, any purchase, August 2012
                                • Most think luggage is overpriced, yet willing to pay more for quality items
                                  • Figure 6: Attitudes toward luggage, August 2012
                                • What we think
                                • Issues in the Market

                                    • How are changes in the travel industry impacting the luggage market?
                                      • How can retailers encourage more purchases of luggage?
                                        • What attributes are most important to consumers when buying luggage?
                                          • What types of innovations are generating interest in the luggage category?
                                          • Insights and Opportunities

                                            • Allow consumers to customize luggage to better meet their travel needs
                                              • Partner with travel sites to promote luggage
                                                • Multifunctional items may help drive sales of luggage
                                                • Trend Application

                                                    • Inspire Trend: Perfecting the Details
                                                      • Inspire Trend: Many Mes
                                                        • 2015 trends
                                                          • East Meets West
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Luggage market poised for growth
                                                                • Figure 7: Total U.S. retail sales of luggage, at current prices, 2007-17
                                                                • Figure 8: Total U.S. retail sales of luggage, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 9: Fan chart forecast of total U.S. retail sales of luggage, 2007-17
                                                              • Market Drivers

                                                                • Key points
                                                                  • Consumer confidence and luggage sales
                                                                    • Figure 10: University of Michigan Consumer Sentiment, November 1978-2012
                                                                  • Travel trends affect the market for luggage
                                                                    • Increases in airline fees may create demand for smaller, carry-on items
                                                                    • Market Segmentation

                                                                      • Segment overview
                                                                        • Key points
                                                                          • All luggage segments expected to grow
                                                                            • Figure 11: Total U.S. retail sales of luggage, by segment, at current prices, 2007-17
                                                                          • Travel bags/sports bags account for largest share
                                                                            • Figure 12: Total U.S. retail sales of luggage, by segment, 2010 and 2012
                                                                          • Travel bags/sports bags
                                                                            • Key points
                                                                              • Travel bags/sports bags will see growth, favored for multipurpose use
                                                                                • Figure 13: Total U.S. retail sales of travel bags/sports bags, 2007-17
                                                                              • Suitcases
                                                                                • Key points
                                                                                  • Sales of suitcases will return to growth after strong recessionary declines
                                                                                    • Figure 14: Total U.S. retail sales of suitcases, 2007-17
                                                                                  • Backpacks
                                                                                    • Key points
                                                                                      • Backpacks saw rebound after recession, will experience growth
                                                                                        • Figure 15: Total U.S. retail sales of backpacks, 2007-17
                                                                                    • Retailer Overview

                                                                                        • Department stores
                                                                                          • Macy’s Inc.
                                                                                            • Nordstrom
                                                                                              • Kohl’s
                                                                                                • Sears
                                                                                                  • JC Penney
                                                                                                    • Market threats and opportunities for department stores
                                                                                                      • Mass merchandisers and warehouse clubs
                                                                                                        • Target
                                                                                                          • Walmart
                                                                                                            • Costco
                                                                                                              • Market threats and opportunities for mass merchandisers and warehouse clubs
                                                                                                                • Discount stores
                                                                                                                  • T.J. Maxx and Marshalls
                                                                                                                    • Ross
                                                                                                                      • Market threats and opportunities for discount stores
                                                                                                                        • Online-only retailers
                                                                                                                          • eBags.com
                                                                                                                            • Amazon.com
                                                                                                                              • Overstock.com
                                                                                                                                • Market threats and opportunities for online-only retailers
                                                                                                                                • Innovations and Innovators

                                                                                                                                  • The Hop suitcase offers hands-free luggage
                                                                                                                                    • Figure 16: The Hop Hands-free suitcase, September 2012
                                                                                                                                  • Unique designs create interest in luggage category
                                                                                                                                    • Figure 17: Pantone universe luggage, July 2012
                                                                                                                                    • Figure 18: Eastpak’s cheeseburger backpack, August 2012
                                                                                                                                  • Louis Vuitton uses interactive video to help consumers pack luggage
                                                                                                                                    • Figure 19: Louis Vuitton “The Art of Packing – Alzer,” July 2012
                                                                                                                                    • Figure 20: Louis Vuitton “The Art of Packing –Pegase,” July 2012
                                                                                                                                    • Figure 21: Louis Vuitton “The Art of Packing –Keepall,” July 2012
                                                                                                                                  • Collapsible luggage offers storage solutions
                                                                                                                                    • Figure 22: Road warrior collapsible carry-on, July 2012
                                                                                                                                  • Tumi opens flagship store on Rodeo Drive
                                                                                                                                    • Figure 23: Tumi’s Beverly Hills Store, September 2012
                                                                                                                                  • Mummy’s Baby provides functional luggage for parents
                                                                                                                                    • Figure 24: Mummy’s baby, July 2012
                                                                                                                                  • Micro luggage offers suitcase with a built in scooter
                                                                                                                                    • Figure 25: Micro Luggage, December 2012
                                                                                                                                • Marketing Strategies

                                                                                                                                    • Television advertising
                                                                                                                                      • Burlington Coat Factory
                                                                                                                                        • Figure 26: Burlington Coat Factory TV ad, “Big Event,” November 2011
                                                                                                                                      • Carson Pirie Scott
                                                                                                                                        • Figure 27: Carson Pirie Scott TV ad, “Two Timer,” January 2012
                                                                                                                                      • JC Penney
                                                                                                                                        • Figure 28: JC Penney TV ad, “Shop all day,” November 2011
                                                                                                                                      • Luggage and Leather
                                                                                                                                        • Figure 29: Luggage and Leather TV ad, “A Lot More,” May 2012
                                                                                                                                      • Macy’s
                                                                                                                                        • Figure 30: Macy’s TV ad, “Home Items,” May 2012
                                                                                                                                      • Ross
                                                                                                                                        • Figure 31: Ross TV ad, “Unbeatable Savings,” November 2011
                                                                                                                                      • Print advertising
                                                                                                                                        • Figure 32: Rimowa print ad, as seen in Condé Nast Traveler magazine, August 2012
                                                                                                                                        • Figure 33: American Tourister print ad, as seen in Budget Travel magazine, December 2011/January 2012
                                                                                                                                      • Other
                                                                                                                                        • Figure 34: Heys USA Living Social promotion, October 31, 2012
                                                                                                                                        • Figure 35: Swiss Legend Groupon promotion, November 7, 2012
                                                                                                                                    • Types of Luggage Bought

                                                                                                                                      • Key points
                                                                                                                                        • Suitcases most commonly purchased type of luggage
                                                                                                                                          • Figure 36: Types of luggage purchased and when, August 2012
                                                                                                                                        • Women purchase a wider variety of luggage items compared to men
                                                                                                                                          • Figure 37: Types of luggage bought in past two years, by gender, August 2012
                                                                                                                                        • Younger adults more likely to purchase luggage
                                                                                                                                          • Figure 38: Types of luggage bought in past two years, by age, August 2012
                                                                                                                                        • Highest income = higher incidence of luggage purchase
                                                                                                                                          • Figure 39: Types of luggage bought in past two years, by household income, August 2012
                                                                                                                                      • Luggage Purchase by Type of Trip Made in Last Year

                                                                                                                                        • Key point
                                                                                                                                          • Holiday travelers have purchased greatest variety of luggage
                                                                                                                                            • Figure 40: Types of luggage bought in past two years, by reasons for staying in a U.S. hotel or motel in the last 12 months, August 2012
                                                                                                                                        • Reasons for Buying Luggage

                                                                                                                                          • Key points
                                                                                                                                            • Half buy luggage to replace old/worn-out items
                                                                                                                                              • Figure 41: Reasons for buying luggage, August 2012
                                                                                                                                            • Younger consumers most likely to buy luggage for a specific trip
                                                                                                                                              • Figure 42: Reasons for buying luggage, by age, August 2012
                                                                                                                                            • All household income groups likely to purchase luggage as replacement
                                                                                                                                              • Figure 43: Reasons for buying luggage, by household income, August 2012
                                                                                                                                          • Reasons for not Purchasing Luggage

                                                                                                                                            • Key points
                                                                                                                                              • Most say existing luggage is still functional, no need to replace
                                                                                                                                                • Figure 44: Reasons for not purchasing luggage, August 2012
                                                                                                                                              • Men and women have similar reasons for not purchasing luggage
                                                                                                                                                • Figure 45: Reasons for not purchasing luggage, by gender, August 2012
                                                                                                                                              • Younger consumers hold off on luggage to save money
                                                                                                                                                • Figure 46: Reasons for not purchasing luggage, by age, August 2012
                                                                                                                                              • Highest income earners satisfied with existing luggage
                                                                                                                                                • Figure 47: Reasons for not purchasing luggage, by household income, August 2012
                                                                                                                                            • Retailers Shopped For Luggage

                                                                                                                                              • Key points
                                                                                                                                                • Most luggage buyers have bought at mass merchandisers
                                                                                                                                                  • Figure 48: Retailers shopped for luggage, August 2012
                                                                                                                                                • Women shop a variety of channels when purchasing luggage, men likely to purchase online
                                                                                                                                                  • Figure 49: Retailers shopped for luggage, by gender, August 2012
                                                                                                                                                • Younger buyers prefer mass merchandisers, discount stores when buying luggage
                                                                                                                                                  • Figure 50: Retailers shopped for luggage, by age, August 2012
                                                                                                                                                • Discount stores used by buyers of all income groups
                                                                                                                                                  • Figure 51: Retailers shopped for luggage, by household income, August 2012
                                                                                                                                              • Attitudes Toward Luggage

                                                                                                                                                • Key points
                                                                                                                                                  • Most think luggage is overpriced, yet willing to pay more for quality
                                                                                                                                                    • Figure 52: Attitudes toward luggage, August 2012
                                                                                                                                                  • Women more concerned with style of luggage compared to men
                                                                                                                                                    • Figure 53: Attitudes toward luggage, by gender, August 2012
                                                                                                                                                  • Younger consumers seek multipurpose items, use internet for research
                                                                                                                                                    • Figure 54: Attitudes toward luggage, by age, August 2012
                                                                                                                                                  • Highest-income earners will pay more, function more important than price
                                                                                                                                                    • Figure 55: Attitudes toward luggage, by household income, August 2012
                                                                                                                                                • Importance of Luggage Attributes

                                                                                                                                                  • Key points
                                                                                                                                                    • Price, durability, easy to use most important attributes when buying luggage
                                                                                                                                                      • Figure 56: Important luggage attributes, August 2012
                                                                                                                                                    • Women want easy to use, colorful luggage, men seek quality pieces
                                                                                                                                                      • Figure 57: Important luggage attributes, by gender, August 2012
                                                                                                                                                    • Younger luggage buyers say price, style important in luggage
                                                                                                                                                      • Figure 58: Important luggage attributes, by age, August 2012
                                                                                                                                                    • Style appeals across income groups
                                                                                                                                                      • Figure 59: Important luggage attributes, by household income, August 2012
                                                                                                                                                  • Luggage Usage and Packing Behaviors

                                                                                                                                                    • Key points
                                                                                                                                                      • Most travelers say they try to pack as light as possible
                                                                                                                                                        • Figure 60: Luggage usage and packing behaviors, August 2012
                                                                                                                                                      • Women carry extra bag for purchases when traveling
                                                                                                                                                        • Figure 61: Luggage usage and packing behaviors, by gender, August 2012
                                                                                                                                                      • Older adults prefer suitcases, tend to pack light
                                                                                                                                                        • Figure 62: Luggage usage and packing behaviors, by age, August 2012
                                                                                                                                                      • Highest income earners travel with extra bag
                                                                                                                                                        • Figure 63: Luggage usage and packing behaviors, by household income, August 2012
                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Hispanics likely to buy a variety of types of luggage
                                                                                                                                                          • Figure 64: Types of luggage bought in past two years, by race/Hispanic origin, August 2012
                                                                                                                                                        • Hispanics likely to buy luggage for specific vacation/trip
                                                                                                                                                          • Figure 65: Reasons for buying luggage, by race/Hispanic origin, August 2012
                                                                                                                                                        • Whites satisfied with existing luggage, reflecting age bias
                                                                                                                                                          • Figure 66: Reasons for not purchasing luggage, by race/Hispanic origin, August 2012
                                                                                                                                                        • All groups likely to purchase luggage at mass merchandisers
                                                                                                                                                          • Figure 67: Retailers shopped for luggage, by race/Hispanic origin, August 2012
                                                                                                                                                        • Hispanics prefer luggage sets, colors, and patterns
                                                                                                                                                          • Figure 68: Attitudes toward luggage, by race/Hispanic origin, August 2012
                                                                                                                                                        • Hispanics concerned with style, whites focus on price, blacks seek durability
                                                                                                                                                          • Figure 69: Important luggage attributes, by race/Hispanic origin, August 2012
                                                                                                                                                        • Non-Hispanics pack as light as possible, take carry-ons only
                                                                                                                                                          • Figure 70: Luggage usage and packing behaviors, by race/Hispanic origin, August 2012
                                                                                                                                                      • Cluster Analysis

                                                                                                                                                          • Baggage Buyers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Sale Seekers
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Luggage Lacking
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Style Savvy
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Function Fanatics
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster characteristics tables
                                                                                                                                                                                                    • Figure 71: Types of luggage bought in past two years, by target clusters, August 2012
                                                                                                                                                                                                    • Figure 72: Types of luggage bought – any purchase, by target clusters, August 2012
                                                                                                                                                                                                    • Figure 73: Attitudes toward luggage, by target clusters, August 2012
                                                                                                                                                                                                    • Figure 74: Luggage usage and packing behaviors, by target clusters, August 2012
                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                    • Figure 75: Target clusters, by key demographics, August 2012
                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                    • Types of luggage bought
                                                                                                                                                                                                      • Figure 76: Types of luggage bought in past two years, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 77: Types of luggage bought in past two years, by household size, August 2012
                                                                                                                                                                                                      • Figure 78: Types of luggage bought in past two years, by employment, August 2012
                                                                                                                                                                                                      • Figure 79: Types of luggage bought in past two years, by generation, August 2012
                                                                                                                                                                                                    • Reasons for buying luggage
                                                                                                                                                                                                      • Figure 80: Reasons for buying luggage, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 81: Reasons for buying luggage, by household size, August 2012
                                                                                                                                                                                                      • Figure 82: Reasons for buying luggage, by employment, August 2012
                                                                                                                                                                                                      • Figure 83: Reasons for buying luggage, by generation, August 2012
                                                                                                                                                                                                    • Luggage purchase by type of trip made in past year
                                                                                                                                                                                                      • Figure 84: Types of luggage bought in past two years, by reasons for staying in a U.S. hotel or motel in the last 12 months, August 2012
                                                                                                                                                                                                      • Figure 85: Types of luggage bought in past two years, by reasons for staying in a U.S. hotel or motel in the last 12 months, August 2012
                                                                                                                                                                                                    • Reasons for not purchasing luggage
                                                                                                                                                                                                      • Figure 86: Reasons for not purchasing luggage, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 87: Reasons for not purchasing luggage, by household size, August 2012
                                                                                                                                                                                                      • Figure 88: Reasons for not purchasing luggage, by employment, August 2012
                                                                                                                                                                                                      • Figure 89: Reasons for not purchasing luggage, by generation, August 2012
                                                                                                                                                                                                    • Retailers shopped for luggage
                                                                                                                                                                                                      • Figure 90: Retailers shopped for luggage, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 91: Retailers shopped for luggage, by household size, August 2012
                                                                                                                                                                                                      • Figure 92: Retailers shopped for luggage, by employment, August 2012
                                                                                                                                                                                                      • Figure 93: Retailers shopped for luggage, by generation, August 2012
                                                                                                                                                                                                    • Attitudes toward luggage
                                                                                                                                                                                                      • Figure 94: Attitudes toward luggage, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 95: Attitudes toward luggage, by household size, August 2012
                                                                                                                                                                                                      • Figure 96: Attitudes toward luggage, by employment, August 2012
                                                                                                                                                                                                      • Figure 97: Attitudes toward luggage, by generation, August 2012
                                                                                                                                                                                                    • Importance of luggage attributes
                                                                                                                                                                                                      • Figure 98: Important luggage attributes, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 99: Important luggage attributes, by household size, August 2012
                                                                                                                                                                                                      • Figure 100: Important luggage attributes, by employment, August 2012
                                                                                                                                                                                                      • Figure 101: Important luggage attributes, by generation, August 2012
                                                                                                                                                                                                      • Figure 102: Important luggage attributes, by luggage (any) purchases, August 2012
                                                                                                                                                                                                      • Figure 103: Important luggage attributes, by luggage (any) purchases, August 2012
                                                                                                                                                                                                    • Luggage usage and packing behaviors
                                                                                                                                                                                                      • Figure 104: Luggage usage and packing behaviors, by marital/relationship status, August 2012
                                                                                                                                                                                                      • Figure 105: Luggage usage and packing behaviors, by household size, August 2012
                                                                                                                                                                                                      • Figure 106: Luggage usage and packing behaviors, by employment, August 2012
                                                                                                                                                                                                      • Figure 107: Luggage usage and packing behaviors, by generation, August 2012
                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Amazon North America
                                                                                                                                                                                                    • Bed Bath & Beyond Inc
                                                                                                                                                                                                    • Belk, Inc
                                                                                                                                                                                                    • Bloomingdale's
                                                                                                                                                                                                    • Burlington Coat Factory Warehouse Co.
                                                                                                                                                                                                    • Calvin Klein, Inc.
                                                                                                                                                                                                    • Costco Wholesale Corporation
                                                                                                                                                                                                    • Delsey
                                                                                                                                                                                                    • eBay Inc.
                                                                                                                                                                                                    • Eddie Bauer
                                                                                                                                                                                                    • Fossil
                                                                                                                                                                                                    • J C Penney Company, Inc
                                                                                                                                                                                                    • Kenneth Cole Productions, Inc.
                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                    • Kohl's Corporation
                                                                                                                                                                                                    • Longchamp
                                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                                    • Nordstrom
                                                                                                                                                                                                    • Overstock.com Inc.
                                                                                                                                                                                                    • Saks Incorporated
                                                                                                                                                                                                    • Samsonite Ltd
                                                                                                                                                                                                    • Sears Holdings Corporation
                                                                                                                                                                                                    • The TJX Companies
                                                                                                                                                                                                    • Tumi Inc
                                                                                                                                                                                                    • Under Armour, Inc.
                                                                                                                                                                                                    • Victorinox
                                                                                                                                                                                                    • Zappos.com Inc.

                                                                                                                                                                                                    Luggage - US - December 2012

                                                                                                                                                                                                    £3,199.84 (Excl.Tax)