After designer brand Balenciaga released an oversized bag that looked like the iconic IKEA Frakta bag, consumers have begun to see the affordable carry-all from the furniture brand in a new light. In fact, many fashion brands have been using the bag's elements as the inspiration for everything from hats and hoodies to bras.
To further increase the value of the simple carryall, IKEA worked with Memac Ogilvy & Mather on a campaign to make this bestselling item even more versatile.
The campaign involved printing a set of lines on the inside of the bag, making it possible for consumers to turn the satchel into everything from a baby bib to a kitchen apron, or even something as outrageous as a covering for a camel's back.
Key Themes Behind This Trend
- Multipurpose Carryall
- Campaigns suggest alternative uses for everyday items.
- Upcycling Inspiration
- Fashion brands use everyday items as inspiration for new designs.
- Product Versatility Promotion
- Campaigns increase the value of products by promoting their versatility.
Where This Applies
- Retail
- Retail brands can promote the versatility and alternative uses of their products through creative campaigns.
- Fashion
- Fashion brands can find inspiration in everyday items to create unique and eco-friendly designs.
- Advertising and Marketing
- Agencies can develop campaigns that increase the value and versatility of products to differentiate them from competitors.
