Back

Shopping Bags

Since stores can no longer give plastic bags but only sell reusable shopping bags, the latter have easily infiltrated our daily lives to the point of questioning our “old” habits. The object creates its function. A quick look at the sidewalks shows how much the French love to stroll around with these bags bought for a few cents. To go shopping, to carry empty bottles and personal belongings, but also to welcome the “one never knows” that now seems to cross people’s minds. It reminds us of the days when goods appeared on the shelves without warning (like mustard, which is coming back…). Life in serendipity mode. Here, a special offer that you should not let pass; there, objects abandoned on the sidewalk, near a trash can or on a roadside, that we would gladly recycle. Shopping bags have become the popular declination of the fashion tote bags: attributes of the consumers of the XXIst century.

Ikea was first. Blue and yellow, their bags are essential to any Gen Zer’s house move (who also appreciate it in its rainbow flag version, carrying an air of wokeism) or near a laundromat. They’re almost family members, hanging in the hallway or folded next to the rolling suitcase and travel bag. Then comes the Action bag, which has quickly replaced the Lidl one, proof of the brand’s breakthrough. And also Leroy Merlin’s, green and white, reminiscent of a weekend spent on DIY. There are also fancy shopping bags where the name of the brand is only discreetly present but, curiously, they are not the most common. As if their owners saw this basket as an explicit sign of a lifestyle marked by consumption.  

This summer, the press noted the craze for the Basic-Fit backpack, offered by the low-cost fitness center for every registration. Gray, orange, with many pockets, not very aesthetic (by all accounts) but worn proudly. Instagram accounts are even dedicated to it… Its success, reminiscent of Lidl sneakers, confirms that the use of a popular brand can generate as much pride as a fashion or luxury brand.

So What ?

When a brand offers shopping bags bearing its name, it strengthens its reputation as well as its relationship with its customers by being part of their daily lives. So why not make them objects of desire? Only Ikea seems to have understood this...

Contact us

You may also like