By now every woman interested in fashion has probably seen the "I'm not a plastic bag" tote. It's even been mentioned on TrendHunter recently (see link at bottom). What's so hot about this item is not the bag itself, but in the form in which it gained popularity. There was not one single dollar spent on advertising by Anja Hindmarch, the designer, yet within half an hour after deputing in Canadian stores, was sold out. They were selling for $18 on the day of the release, but after clearing off shelves, were available on eBay for a shocking $174!
Marie-Jose Desmarais, publisher and editor-in-chief of LOULOU magazine was equally stunned.
"A few weeks ago at the crack of dawn, hundreds of caffeine-fuelled Canadian fashion fanatics made a beeline to Holt Renfrew stores across theh country and lined up outside the locked doors, cursing their vertigo-inducing high heels while they waited. THey weren't itching for the famed Now or Never designer sale - no ma'am! These hard-core shoppers shared a common obsession: getting their manicured hands on a much-hyped Anja Hindmarch, 'I'm not a plastic bag' tote. To be quite frank, it's not much more than a plain, canvas shopping bag with rope handles and navy cotton inscription for added charm."
What caused the stampede??
"Anja Hindmarch can thank the paparazzi for that. All it took was a few pics posted on the INternet of actresses Keira Knightley and Reese Whitherspoon strolling the streets of London and LA with their eco-totes, and the demand for the bags skyrocketed and exceeded the supply."
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No Ads, Just Paparazzi, Make Eco-Totes A Fashion Staple
- By: BiancaAug 11, 2007