BAGS & LUGGAGE: Haute Tote
By Erik Caplan

Why consider bags or luggage for your promotions? For starters, they’re practical, incredibly adaptable and highly visible. And who couldn’t use another bag? Go ahead. Get carried away…
Back in 1981, comedian George Carlin added a segment to his stand-up routine called “A Place for Your Stuff.” Like most of his work, it was really more an observation with cutting humor, but the message was clear: People feel uncomfortable without a safe place for their stuff, and because of this they’re always a little touchy when they travel. With this in mind, using bags and luggage in a promotion actually shows a great deal of respect for your customers. You’re providing a safe haven for their stuff.  You Name It There are all types of luggage available today: backpacks, laptop cases, gym bags, garment bags, school bags, beach bags – you name it, there’s probably a bag for it. And older luggage hardly ever finds its way into the trash; it tends to be passed along to family or friends many times before its basic function completely expires.  Simply put, bags make useful, long-lasting promo items with great visibility and high-perceived value. They’ll accompany users on business and pleasure trips for years to come, and your logo will be there every time they pack, carry or check their luggage.  “They’re showy,” says promotional consultant David Fischer. “People carry them around, so the logo is everywhere the person goes. It’s not like a pen; When someone walks down the street, you can’t see the logo on a pen, but you’ll see it on a bag.” And although luggage in general has a reputation of being somewhat pricey, these days the broad range of sizes, descriptions and price points makes the true cost involved in a luggage-oriented campaign comparable with those of almost any other promotional item.  “Bags are not overly expensive,” notes promotional consultant Bill Kerch. “Price points are often under $35 each. That’s quite an inexpensive cost for a promotional item [or] incentive.” Actually, you can do a lot better than that, depending on the bag’s material, its size and the features involved. Matching Up In order for luggage to work in a promotion, you need to select products that mesh with the impression you want to give others. This is where knowing your customers can come into play. Obviously, most high-profile businesspeople wouldn’t dare wear a backpack to an important meeting. Conversely, those who see themselves as ultra-cool wouldn’t be caught dead carrying a standard laptop case to a dinner meeting. “These are items people always use,” says Michael Gisser, a promotional consultant. “There’s a lot of ways to make a bag into something personal and individual. Bags are one of those things where new styles and features come out every year to match different personalities.” It’s true; you can tell a lot about a person by the type of luggage they carry. A duffel bag with an attached bottle holder and sporting a gym logo implies a workout is in its carrier’s near future, while a slick-looking leather garment bag tends to indicate a weekend business trip is in the offing. To be honest, however, the form-follows-function rule has its downside. Laptop cases, for example, while practical, are dead giveaways that an expensive item is inside. Sometimes, making a bag’s use obvious isn’t always the best idea for safe traveling. A Little Further While we’re all aware of the popularity of logoed wearables, were you aware that imprinted bags and luggage can add greater depth to a wearables-oriented promotion? Matching artwork and colors on a T-shirt and bag unite them thematically. Beyond that, adding a bag to a promotion provides a means to hold other products. Pairings like this work for just about any age group, and most bags are unisex – all points worth pondering when considering bags and luggage for a promotion. Portable Presentations While plaques and trophies are nice, luggage, alone or in a set, can also make a practical employee recognition, retirement or service gift. It also fits into incentive and safety programs, and matching pieces and accessories offer options for continuity or multilevel promotions. A logoed piece of luggage is also a welcome addition to those taking business trips or company-sponsored vacations. In fact, any company outing can be enhanced by the inclusion of some sort of casual bag that can be used for years. “We’ve seen bags given out in safety programs, as in companies or plants that go 100 days or so without an accident,” Gisser says. “We’ve also used bags with emergency kits in them. The possibilities are wide open.” Much like logoed polo shirts or emblematic jewelry, some companies like the idea of outfitting their salespeople with logoed travel bags to promote a unified, positive corporate image. Bags are also great for cross-merchandising – using them to carry other logoed items for even greater impact. Adding a matching T-shirt, logoed towel or small travel alarm clock to an imprinted bag, for example, can give a campaign added dimension.  First Class Or Coach? With bags – as with any promotional product – it’s key to understand what your customer wants and/or needs. With so many different materials, price points and features available, the right combination is critical. “A urethane bag sends a different message than one of canvas,” Fischer explains. “It’s classier, but it might not really be the right thing for your customer.” When budgets are narrower, remember that similar appearances can be created with less expensive materials, making the perceived value of a piece far higher than the actual price point. Processes and materials have improved in recent years. Faux leather, for example, no longer automatically means cheap, plastic-looking vinyl. Some is very impressive in both look and feel. Another factor to keep in mind is the bag’s intended use. Will it be carried daily? Will it hold computer gear? Does the recipient have specific size needs? Ultimately, the best bag for you as a giver is the one that gets the most regular use.  With luggage pricing, another thing to remember is that sometimes the bags themselves aren’t the biggest expense. “Stitch count is important,” says Kerch, speaking of embroidery. “The larger the logo, the greater the cost. Most people don’t care if they get the look they want at a reasonable cost.” Interestingly, while screenprinting is sometimes a less-expensive option for imprinting other products, it can be more costly for luggage. “Printing on a bag is a lot trickier than other items,” Gisser says. “They’re a harder beast to imprint, especially when it comes to color. With T-shirts, if you do one color, it’s one price. If you add a second color, the price goes up perhaps another dime or so. It’s that cheap because the shirt stays on the machine. But you can’t keep a bag on the machine. It won’t stick there like a T-shirt and line up perfectly with the colors. It usually has to be done by hand, and that necessitates a higher price.” Tracking Trends What are the popular trends in luggage right now? “Since 9/11, we’ve seen a marked shift to substantive and utility items,” says promotional consultant Janet Trachter. “A cooler bag, for example, is about function and lasting utility. Quality and specialization are big.”  Promotional consultant Michele Marini Pittenger says the trend is toward “convenient, multi-purpose bags that also deter theft by disguising the fact that business travelers are indeed carrying a computer. Since travelers are typically limited to two carry-ons, a multi-purpose gives them an additional overnight bag.” The past 10 years have also seen a popularity spike in wheeled luggage, retractable handles and a wider range of colors. The explosion of laptop computers has opened up a separate luggage category. Still, it seems styles haven’t changed as much as the materials used to make bags. Recycled cotton and rubber, metal, rigid plastic and micro-fibers are all giving old standbys like canvas, nylon and leather a run for their money as designers seek new looks and functionality. Gisser has seen bags, for instance, made out of pro basketball material.  Add-on Advice But let’s say you’ve never used luggage promotionally and just aren’t sure it’s the right choice for your firm. What to do? First, let your counselor walk you through the different types, styles and price points available. Once you’ve settled on one or two choices, start brainstorming program ideas. Possibilities can include: safety award programs;  company functions/sponsored events; trade shows/conventions; retirement/length of tenure awards; added value to other programs On the whole, luggage is nearly always an appreciated gift that’s “in for the long haul.”  Erik Caplan is associate editor of Imprint
Tale Of The Tape  In our post-9/11 age of air safety, all luggage is under far more intense scrutiny. If you’re giving luggage that will likely end up on a plane, check the size, recommends the Travel Goods Association (TGA). Domestic airlines recently announced the enforcement of a long-standing rule establishing 62 linear inches (height plus length plus depth) as the maximum size piece of luggage they’ll accept without financial penalty.  “In practice, the rule hasn’t been enforced, and the airlines have been accepting larger bags without the assessment of a penalty,” says TGA President Anne DiCicco. “For the airlines to begin enforcing a rule that’s been basically ignored without warning to the public can only result in confusion and chaos at the airport and angry customers.” Be sure your customers aren’t those fliers. Ask your counselor to contact the airlines for specific rules regarding carry-on and checked bags. Try not to choose a bag that exceeds requirements. Penalties vary by airline and size of the bag, but can be as much as $270 per piece. Ouch.
Even though they’re practical, backpacks don’t have to look simple and utilitarian. Take, for example, this leather model.  Ask for asi/43766, Canyon Outback line – specify Spring Imprint
	Travel is much easier when you can carry all you need in just one bag. These oversize duffels can be carried as backpacks  or on shoulder straps. They even have additional belly-straps for extra support.  Ask for asi/40788, Ultraclub line – specify Spring Imprint
How about this integrated design? A molded foam exterior holds any portable CD player and incorporates a hard-shell CD holder, which is on a removable, modular strap. Very cool.  Ask for asi/42985, Discgear line – specify Spring Imprint
	This computer case is made of 600-denier polyester laminated to a polyethylene shell. Inside, it’s fully padded and loaded with organizers, file pockets and an additional sleeve for a laptop.  Ask for asi/63559, Jourdan line – specify Spring Imprint
It’s a specialized use, but the traditional picnic basket has crossed over the luggage line. Ask for asi/78060, Picnic At Ascot line – specify Spring Imprint
	For some, a slick-looking bag made of metallic-silver PVC is just the ticket.  Ask for asi/37210, Atchinson line – specify Spring Imprint
Another classic: A soft leather bag with handles and wheels for easier travel. It definitely makes trips a little easier.  Ask for asi/37545, Aurora Piquardo line – specify Spring Imprint
	Using bags with similar design features (colors or styles) in a series as incentives or employee gifts is a great way to build morale and promote teamwork. Ask for asi/32360, Admanco line – specify Spring Imprint
Even now, when it comes to luggage, it’s hard to beat leather for a classy look. Double that when it’s in a classic format, like this modernized Gladstone. Ask for asi/56070, Gemline line – specify Spring Imprint
	An innovative twist on the typical backpack, this one could just as easily be used for a business meeting.  Ask for asi/37930, Trodat line – specify Spring Imprint
When seeking flashy cool, you don’t need to look much further than this. In addition to its color, the bag has a protective lid, hidden straps, computer compartment, cell phone pocket, mesh accents and removable CD pocket with exposed headphone port. Ask for asi/60724, High Sierra line – specify Spring Imprint

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