10 Steps to Launch a "Solution" Handbag
10 Steps to Launch a "Solution" Handbag
If your handbag solves a problem, you need to read this.
Launching a handbag that provides a unique solution to a specific problem requires a strategic approach. With my 800 years of teaching, I have kept an essential checklist I go through with the designers and inventors I consulted. Below are the key steps to guide you in creating a handbag product that addresses a need and stands out in the market.
1. Identify the Problem
Every successful product starts with identifying a pain point. This is your starting point. Spend time understanding what problems your target customers face when it comes to handbags. Are they looking for a more practical design, a way to stay organized, or a bag that is versatile enough for multiple uses? Conduct research through surveys, focus groups, or engaging directly with potential customers to gather insights.
Also, consider if you are your own demographic and customer. For example, if you are designing for older women, what are your struggles? Are bags too heavy to carry even with nothing in them? Is it too difficult to locate items in your handbag when the bag is full? Is it not comfortable to carry the bag on your shoulder? These fundamental questions are important to think about even before you start.
2. Define Your Unique Selling Point
Once you have identified a problem, you need to articulate how your handbag will solve it. What makes your bag different from existing options? Is it a unique organizational feature, a particular material, or an innovative design element? Your value proposition should be clear and compelling, highlighting how your product stands out from the competition, which we refer to as USP or Unique Selling Point.
3. Design with Purpose
The design of your handbag should be driven by the problem you’re solving. Think about the functionality and features that would make the bag more effective. If it’s meant to be an organizational solution, consider compartments, dividers, or pockets that can accommodate different items. If the goal is to provide a versatile style, choose a design that can transition from day to night or office to weekend. This will impact your brand’s mission statement. Remember, always keep your customer at the center of your thought process; considering you are creating a handbag that solves a pain point and “agony,” your strategic approach will be different than a traditional handbag designer creating a bag for just fashion and function.
Check out my podcast episode with comedian Sarah Colonna. You will hear firsthand her experience of being on the road performing in clubs that require bags to be checked, being the wife of a football player attending games, and seeing a gap in the market for stadium-approved handbags. This was her inspiration for creating her brand, Clutch.
4. Source High-Quality Materials
Your handbag should be functional and durable. Choose materials that will withstand regular use and contribute to the bag’s aesthetic. You can consider sustainable or upcycled materials, which can add an eco-friendly aspect that appeals to customers who prioritize sustainability. Be sure to test the materials to ensure they are durable and meet daily wear and tear demands. Again, this is where you understand the problem you are solving and answer the “why” to the bag you are creating.
5. Prototype, Test, and Take Your Bag for. Test-Drive
Before launching, create a prototype of your handbag. This step is crucial to ensure that your design works in practice. Use the prototype to test the bag's functionality, quality, and overall feel. Gather feedback from potential users and make any necessary adjustments to improve the design. Testing helps you refine your product and increase the chances of success when it hits the market.
6. Develop a Strong Brand Identity
Your brand identity should reflect the problem-solving nature of your handbag. Think about your brand’s message, tone, and visual identity. This includes your logo, packaging, and even how you present your product on social media. A strong brand identity helps customers connect with your product on a deeper level, making them more likely to choose your bag over others. This is where you have to consider the solution you are solving and what strategy you will use to convey that “fix” your bag is presenting. Is it showing user experiences on TikTok? Is it showing how-to videos on YouTube? Is it doing clips of your origin story on Instagram? This is your opportunity to create a connection with your customers to show them they need your bag specifically. A great example is Beis, where they have multiple videos and customer interactions to validate their purchase of their unique travel bag.
7. Build a Marketing Strategy
Marketing is essential to create awareness for your new handbag. Utilize a mix of digital marketing strategies, including social media, influencer partnerships, content marketing, and email campaigns. Highlight the problem your handbag solves and how it fits into your customer’s lifestyle. Demonstrate how your bag provides a practical, stylish, and high-quality solution.
8. Choose the Right Sales Channels
Decide where you will sell your handbag. Consider online platforms, retail partnerships, or your own e-commerce store. Each channel has advantages, and your choice should align with your target market. Selling through your website can give you more control over branding and customer experience, while partnerships with retailers can help you reach a broader audience.
9. Launch with a Bang
Plan a launch campaign that creates buzz around your handbag. Utilize pre-launch strategies such as teaser posts, countdowns, or limited-time offers. Consider hosting an online or in-person launch event to introduce your bag to the world. Make sure your messaging is consistent, and your campaign highlights how your handbag solves a problem that resonates with your target audience.
10. Gather Feedback and Improve
After the launch, continue to gather feedback from customers. This information is invaluable as it will help you understand what is working and what can be improved. Use this feedback to make adjustments and refine your product line for future releases. Listening to your customers can also open up new opportunities for additional products or variations of your original handbag.
