Bagging For Business #3
Nerdy Survey Insights
That’s how many of you participated in my survey—way more than I expected! A huge thank you to all of you.
So, do I know which bag to develop first? Almost.
Your responses sparked so many ideas that it’s less about what to create and more about which one to start with. That’s why I think a vote is the best next step.
This newsletter dives deep into the survey insights. It might get a bit nerdy, but I hope you’ll find value in my thought process. Even if you’re not into the details, please cast your vote!
Also, I’d love your feedback on this approach. You’ll notice I ask myself a lot of questions—if you have answers, ideas, or just want to tell me I’m overcomplicating things, shoot! I’m figuring this out as I go.
Brand Visibility
Most of you recognized PinqPong, followed closely by Osprey.
PinqPong’s strong brand recognition comes down to two things:
A memorable logo – those dots stick in your mind.
A clear message – “Made from 100% recycled PET.”
Whether or not you see recycled polyester as greenwashing, the combination of a great logo and an eco-conscious status symbol has made them a success.
Osprey is a different story. Many of my friends—and therefore, many survey participants—are outdoor enthusiasts, but even beyond that, Osprey is a major name in the industry. In my view, they built their reputation by consistently delivering top-quality products, ranking high on “Best of” lists, and growing steadily through word-of-mouth.
A strong brand isn’t just about recognition—it’s about understanding your customers and where they shop. E.g. many survey participants struggled to find a great commuter bag. The issue isn’t a lack of options; it’s that these bags don’t exist in their usual bubbles, like outdoor retailers.
For me, it translates to this:
Create products that truly solve problems.
Communicate their purpose clearly.
Identify where my audience is looking.
Consistently exceed expectations.
If I get this right, I just might build a brand that sticks.
Practicality Is King
No surprise here—Practicality topped the “Buying Factors” section of the survey with 113 points.
I assigned:
3 points to “Can’t live without”
2 points to “Important”
1 point to “Why not”
Beautiful design came in second with 97 points, which, as a design enthusiast, makes me happy! But I know my bubble leans design-conscious, so I take this with a grain of salt.
The real debate starts between Multi-Purpose Use-Case (80 points) and Specific Use-Case (62 points). I’ve said it before: I want my products to solve real problems. But I need to be mindful—bags don’t always need an ultra-specific function. Most people don’t own separate bags for every situation. At the end of the day, a bag needs to carry stuff—plain and simple.
Water Resistance scored 64 points, which often means using plastic-based textiles and coatings. That’s a route I’d rather avoid. My focus is on natural materials, so this will be an interesting challenge.
Sustainable Materials followed closely with 61 points, while High-Tech Materials trailed with 42 points. To me, these two go hand in hand—I see them as tools for durability and longevity. A well-made bag that lasts and ages beautifully reduces waste. Many of you echoed this sentiment:
“Materials that age nicely and don’t fade in the sun, like leather.”
“Perhaps dirt could even enhance the look somehow…”
"There're enough backpacks to cover all needs."
That may be true, but there are still plenty of gaps…
Why does water resistance mean sacrificing design? Heavy-duty zippers, plasticky materials, and complicated closures—can’t we just add a built-in rainfly instead?
“I don’t want to look like a schoolgirl.” (Had to laugh at that one! 😂)
“Backpacks aren’t stylish enough for a business setting.” A common concern.
Quick access to essentials is still a major issue.
People expect backpacks to be jack-of-all-trades.
“Backpacks need to stand upright.” But they should also be soft and comfortable—finding that balance is tricky.
Lifetime Warranty vs. Easy Reparability
I have mixed feelings about this.
Take Peak Design, for example—they offer a lifetime warranty, which is one of the reasons I own some of their bags. But when I think about it, I’ve never actually claimed a warranty on anything, no matter the brand. Half the time, I don’t even register the product. If I’m honest, I’m usually eyeing the next, better thing anyway. Need to work on that.
That said, Peak Design builds their gear to last—you can feel it when you hold their products. I appreciate that, and it probably means I’ll never even need to use their warranty.
Then there’s repairability. Now that I know how to sew, I can handle fixes myself. But would I send a QWSTION bag all the way to Switzerland just to have them repair it? That’s what they offer, but I’m not sure many people would go through the hassle.
Maybe there’s a better way. I don‘t know if it involves offering Lifetime Warranty, but definitely build products that don’t need one, and make repairs simple and accessible. Local tailors exist, there are people who know how to sew, and we’re a connected society. The key is making repairs easy and visible to customers.
Could a brand app help? Would you install an app for a bag? - Maybe a QR code inside the bag that says, “Am I broken?” could direct people to repair options. Let’s see where this idea leads.
Interior Layout & Testing
Why do so few brands offer a look inside the bag? Why don‘t they show what you can pack?
I don‘t expect Prada to make a YouTube video on different loadouts. They probably don‘t need to because somebody already did that. But why not show that there‘s a sealed pocket inside for wallet and keys? Why not show that there‘s room for a toiletry pouch, a book, headphones and whatnot? I know people buy Prada bags for other reasons, but why not?
Or could there be a way to test bags before the actual purchase? Would customers want that? At least one in the survey did.
The Six Concepts
So, time for the fun stuff.
In one of the business books I‘m currently reading they say, don’t show sketches, test your ideas with words only, and see if it captures imagination. Well...
This poll is super quick. Only 6 bag ideas to rate. Done.
Send this poll to friends and family please, much appreciated. (There’s a
German version here as well)
More Insights
Cleaning bags is an unsolved mystery.
"Goes with anything" is an interesting need: Accessories need to subjugate the clothes, not vice versa.
On a Backpack: "Accessible and secure pocket that doesn't poke when it's loaded."
Bottles carried outside the bag give confidence that other items don't get wet by accident.
Generally, no solution is wrong when it's satisfying somehow. Rolltop can be a hassle, but if the materials feel nice in the hand? - Closures can be complicated, but it might not bother when the use is tactile (Airpods etc.). This creates added value.
Some just like the look of outdoor gear.
There seems two types of people:
If the product is desireable, price doesn't matter.
Money is a measure of value, a bag should not cost more than its practicality justifies.
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Hier findet ihr wieder die deutsche Version des Newsletters:
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