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Department Stores drive suitcase sales

February 2012,
Luggage- FashionLife, UK

Total Luggage is a category that has experienced growth throughout 2011, despite the tough economic climate and low consumer confidence. Although at a total level the luggage category is being grown by IT product accessories such as tablet PC cases, the other category that has seen growth is suitcases. The overall trend for suitcases this year has been volumes down and value up. The retail channel that has bucked this trend is the Department store/Mail Order channel.

The Department store/Mail Order channel has seen double digit unit and value growth for suitcases throughout 2011, but how has this been achieved? A significant feature of this category is the split between hard cases and soft cases. Historically we have seen hard cases growing in importance due to innovations in materials but within this channel the split has remained fairly consistent with hard cases taking 32% share on average and growing incremental sales for both hard and soft as there have been new products introduced on both sides.

Price points that have grown in this channel are at the high end >£250 and £150 - £200 which has increased in value and now commands 13.5% share. A decline in growth has been seen in product priced <£25, which indicates that even in these tough times, consumers are spending more on suitcases. Whether this is through choice or because of price increases, both reasons have validity, remains to be seen but what can be said for certain is that department stores and mail order houses are more and more becoming the retail channel of choice for suitcase purchases. Convenience, perceived quality and service may mean that consumers are willing to spend extra money on a suitcase purchase.

Account Manager at GfK, Leanne Whittaker said, ‘In the tough economy and retail landscape it is encouraging that certain product groups are experiencing strong growth through valued retailers such as department stores, it will be important that retailers continue to offer high quality travel products and look for new innovations in the market to keep the consumers appetite ’.