Launching a Bag Modeled After Store Shopping Bags
Enhanced Durability with Polyethylene
Balenciaga, the French luxury brand known for its bold and unconventional designs, has now released a tote bag reminiscent of a standard garbage bag, priced at 1.5 million won. On August 25 (local time), British media outlets such as the Daily Mail and The Times reported that Balenciaga began pre-orders earlier this month for its new "Marche Packable Tote Bag," part of the 2025 winter collection.
This product is a men's tote bag measuring 50 cm wide by 52.8 cm high. The front of the bag, which closely resembles a plastic shopping bag, is printed with the Balenciaga logo, brand name, official website address, and the address of its Paris store. However, the materials set it apart from ordinary polyethylene (PE) bags. Balenciaga used polyamide, a synthetic fiber, and ultra-high-molecular-weight polyethylene (UHMWPE) to enhance durability.
UHMWPE is known as the strongest plastic material currently available in terms of load-bearing and impact resistance. The company stated that the bag can hold a laptop weighing up to 10 kg and features an internal pocket for foldable storage. The retail price is set at $995 (1.38 million won) in the United States and 1.49 million won in South Korea. The bag is manufactured in Italy.
Releasing Unconventional Designs Is Balenciaga's Marketing Strategy
However, the product has drawn criticism online. Some users commented, "It's just a plastic bag with a few words on it," while others pointed out, "This is Balenciaga's marketing technique to prove customers' foolishness." Another user remarked, "I'm curious how much profit they make from selling just one of these." On the other hand, one user analyzed, "You may wonder who would buy such a thing, but clearly, there are buyers, which is why they release it. The very act of launching a product with a controversial design is a publicity-driven marketing strategy."
Balenciaga's strategy of mimicking everyday products is not new. In 2022, they attracted attention by releasing a "Trash Pouch" shaped like a garbage bag, priced in the 2 million won range. Balenciaga
This is not the first time Balenciaga has used a strategy of mimicking everyday products. In 2022, the brand attracted attention by releasing a "Trash Pouch" shaped like a garbage bag, priced in the 2 million won range. At the time, models carrying crumpled plastic bag-shaped purses on the runway drew significant attention online for their resemblance to standard garbage bags. In addition, Balenciaga has continuously introduced unconventional products such as a potato chip bag clutch, a bracelet shaped like transparent tape, and an 8 million won coffee cup clutch.
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