Bag stories: What do bags say about women?

Greet Sterenberg, Wendy Hesseling and Ute Rademacher

The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them.

Bag stories: What do bags say about women?

Greet Sterenberg and Wendy HesselingWeJane, Netherlands

Ute RademacherColibri Research, Germany

HOW INTIMATE CAN YOU GET?

Our aim was to find out whether the handbag, being the ultimate feminine accessory, could be used as a tool for getting intimate with consumers – female consumers. We talked with women about the content of their bag, and so did our partners, from Shanghai to Stockholm. We have collected more than 150 bag stories from 17 cities around the world. This paper will give you an international perspective on a universal female...

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