Britain is falling out of love with the 'It' bag

from Women Times Online
Jennifer Howze

Since 1956 when Grace Kelly used an Hermes bag to shield her tummy from photographers during pregnancy, the It bag has grown from pricey princess accessory to hotly pursued must-have. In recent years every season has brought with it more handbags proclaimed to be the new 'It' bag. A new style tucked into the crook of Sienna Miller's or Kate Moss's elbow could incite frenzied buying and acres of coverage in the press.

But that is coming to an end, predicts Mintel, the consumer research group. Mintel forecasts that British women will ditch the expensive celebrity-endorsed bag in favour of lower-priced high street versions as they tighten the belts and tire of the hype.

"Women have become more cynical about celebrity-endorsed products. Many will no longer be as quick to spend hundreds, even thousands of pounds on a bag just because the likes of Posh Spice have been snapped with one. Especially when these days the must-have looks are quickly translated to the high street," says Katrin Magnussen, senior fashion analyst at Mintel.

"We've been writing this for some time at The Times," says fashion editor Lisa Armstrong. "It was such an obvious outcome for a phenomenon that had been endlessly hyped. Customers are wise to the fact that celebrity "endorsements" have become devalued when the celebs all get bombarded with freebies."

While acquiring a status bags has become easier in recent years - luxury companies have expanding their offerings to cash in on the fervour - it's also become more expensive, with some versions soaring beyond the £20,000 mark. "The fact that prices have climbed to eye-watering levels - £1,000 is now quite common - while exclusivity levels have plummeted has also been a factor in the demise of the It bag," says Armstrong.

To be sure, the handbag sector is hardly ailing. Sales between 2002 and 2007 grew 139 per cent, topping £468 million in 2007, according to Mintel. Shoppers are expected to spend £553 million on them in 2008. In the past 12 months, 55 per cent of British women bought a new handbag.

But while in the past three years the market has grown 30 per cent year on year, this year growth is expected to almost halve, rising 18 per cent over 2007.

The It bag as we know it (with ostentatious logos and chunky padlocks, chains and other bling) may be on its way out but handbag obsession lives on. "Women still love bags, they still love luxury and they'll always require something chic to carry their belongings around in," Armstrong says. "What all the analysts seem to have missed is that actually there is an It bag - it's the Chanel 2.55, first designed in 1955. It's just that it became an It bag by stealth, without any hype."

The Wall Street Journal recently reported that customers who formerly bought the bag of the moment are now looking for smaller niche brands or limited-edition versions to set themselves apart in the fashion crowd.

“I think there will always be a customer for designer bags," says, Yvonne MacKenzine, head of buying for women's non-clothing at the online fashion retailer ASOS.com, which carries handbags "in the style of" celebrities like Paris Hilton and Sarah Jessica Parker as well as bags by YSL, Chloe and their own brand. "But there is more of a move towards individualism – that is, for accessories that have more of a vintage feel and that are less identifiable.”

Big is “in” this season

We don't think Big Tano Bags are ugly.
As a matter of fact, Big is NOT Ugly! It's Great Big Gorgeous!

by Fibre2fashion

BIG is ugly, big is bulky but this season big is “IN”. No more clutters in the small handbag and carrying of additional bag, one to store your entire make up muddle and other to show off that “in style”. This season we can roam around with a single “king” accessory and have best of both the world’s style and convenience. The latest trend in purse fashion is huge, chunky, and travel size handbags and purses; it would be dense not to have them included in your accessory wardrobe.

These bags pivotal feature apart from the bulk size is their added extras. These huge surprises come decorated with gems, metal accessories and embroidery giving a look of 1930’s. Braiding, grommets, colored leather and pleating are all part of the course on these bags, in which excess is premium. Golden chain straps giving metallic confidence are one more great detail added to them. These bags are available in variety of colors and can be the key accessory of your dressing style. The generous size of the bag with the style check makes it perfect for day-to-night transition. The “it” bag has become the decisive accessory for young twenty something girls partying every night on. Another attraction to using the big bag is the skinnier illusion it creates of the carrier adding much need excitement to any sort of unexciting outfit. These bags specially look good with huge glares adding more dramatic overall effect.

To get inspiration and do a style test lets check out how celebrities welcome the big bag trend this season. Designer and trendy handbags are as good as precious Jewellery items and ultimate status symbol; it helps the fashion bigestas to show off their credentials with the trend, luxurious lifestyle and their earning status. From classics such as the Hermès Birkin and Fendi Spy, to Mulberry's and channel, celebrities have it all. Paris Hilton was spotted with white YSL Muses while Lindsay Lohan is all praise for her Channel handbag in gold making a classic statement. The channel handbags are value for money and never out of style.

The pop Diva Madonna has laid her hands on beautiful chocolate Prada handbag. Nicole Ritchie adores her love for Balenciaga Lariat bag by buying it in almost every color available; green, blue, pink, black and white. This can be termed as being loyal to your style. Kate Moss is a dedicated fashion follower and owns almost every style bag but this season she is being spotted being dedicated to her Mulberry’s Bayswater and is frequently seen with her black version. Louise Redknapp was recently spotted with Stella McCartney's Ladybird - the latest handbag in Stella's famously ethical range. Never one to miss a trend, the supermodel has been spotted with the latest It bag from Mulberry - the Emmy – making it the next hit this season.

These handbags range anywhere from $500 and there is no upper limit to the price tag of this style accessory. It differs from one brand to another. So do not forget to be “in” this season by accommodating the “it” bag in your style check.