While the designs for my backpacks are currently in the prototype stage a useful practice that every entrepreneur should do is look at the current market he/she is trying to break into. Since I'm looking at creating a brand and specifically start out with my own line of backpacks I'd like to use this blog to identify top competitors and what is pushing the needle with these companies.
I've identified 3 brands that really seem to push the limit within the backpack industry and are always at the forefront of back-wear style.
Brands:
Nike
Dakine
North Face
Nike-
Overview- If you're going to look at lifestyle brands within the fashion/sports scene you absolutely must take a look at Nike. The checkmark has been doing it longer and better than anyone else.
What's hot in the market- Within the world of Nike backpacks (which is a vast, vast world) the company is currently pushing quite a few "knapsack" style packs. That is, they are pushing the packs with the strings through them that you bring to the gym. This makes perfect sense as it is currently the middle of March and basketball season. Awareness among consumers about basketball is at one of its highest points. (The highest or equally highest being during the NBA Playoffs).
Smart move by Nike to bring what's on the consumer's mind to them at the right time.
Price range- $12-$16. Another beautiful thing about knapsacks...they're cheap which = higher sales.
Dakine-
Overview- Dakine has always been the extreme sport enthusiasts' pack of choice. From custom tailored skate backpacks to snowboard and beyond, Dakine has done a great job making practical packs that look good and function well.
What's hot in the market- While Nike is focused on the more mainstream side of things, Dakine is focused on the weather; snow in particular. Dakine boasts a range of high end, quality backpacks for snowboarding, skiing and outdoor activities. The brand seems to have found a way to balance both practicality and style.
Price range- $80-$230
North Face-
Overview- The outdoor enthusiasts pack/brand/supply outlet of choice, North Face has been in the backpack game for a while now. With a long, eclectic line of products North Face truly is the one stop shot if you're a hiker, camper, climber etc...
What's hot in the market- Snow! Much like Dakine North Face is currently in it's winter push. Doing everything they can to market to the loyal snow lover. With a line of backpacks that are freezeproof, water resilient and/or able to carry a tent, North Face definitely has the backpack game on lock.
Price range- $90+
Conclusion-
A quick glance at a diverse group of companies specializing in the backpack department reveals a couple things.
1) Stick to your demo. There were no basketball backpacks being pushed on Dakine's site. And vice versa there weren't any snowboard packs being pushed on North Face's site. This tells me to stick to you demo, market to the things your customers are looking for.
2) Timing is everything. If it's winter push weather specific gear. If it's a certain spots season, push those items.
Great lessons to be learned once digging a little deeper into what's really going on with these brands.
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