Having a great interest in tote bags, I would like to continue the research area in the Research Methods unit last term, which is ‘The power of logo tote bags as ‘walking billboard’: From T-shirts to canvas logo tote bags’.
Excerpts of the essay of Research Methods unit: The power of logo tote bags as ‘walking billboard’: From T-shirts to canvas logo tote bags
The purpose of this study was to find out to what extent can canvas tote logo bags play a role as a “walking billboard” by identifying what they mean to both brands (including fashion brands, companies, institutions) and 4consumers. Specifically, the key objectives could be:
1. To explore the emergence, developments and features of fashion items especially T-shirt and tote bags, paying attention to their advertising function.
2. To analyze why brands tend to pay attention to canvas tote bags with their logos and how it works.
3. To identify the target group of logo tote bags as well as to understand people’s views on logo tote bags by conducting consumer surveys.
4. To speculate the possibilities of what the popularity of logo tote bags will lead to in the future and how fashion items will be applied with marketing effects in the future.
Taking the tote bag as a start point, I did a mind mapping to see what it could lead to besides a ‘walking billboard’.
Thinking about tote bags from perspectives of both brands and consumers, I had a strong feeling that those concepts were all related to each other. For example, a tote bag with a piece of artwork, which is sold alongside with an exhibition, could be posted on social media, resulting in an increase in the exposure of this exhibition. And the process could be regarded as a kind of brand communication.
It seemed that I have too many things to talk about at the same time. And the topic should be narrowed and a strong point was supposed to be found as a master’s project.