Success in the 2020 Market

Lexie Mourkas
Introduction
With the continuous cycle of fashion trends flowing in and out of society, clothing producers
must examine the history of clothing trends to ensure success. This document will explore
relevant information on how clothing trends tend to repeat themselves and why fanny packs will
be successful in the 2020 clothing industry. Furthermore, this proposal will examine, in order:
history of the fanny pack, its clothing concept, the fashion trend cycle, its market landscape, and
consumer analysis of the fanny pack.

History
The fanny pack was originally invented by an Australian woman named Melba Stone in 1962.
The invention was inspired by the pouch of a kangaroo, and likely underestimated its potential in
the market. The fanny pack, often referred to as a “belt bag” was originally worn by bikers,
skiers, hikers, and various other athletes. Almost two decades following the invention, fashion
historian Jennifer Moore noted that, “in the early 1980’s we saw the first wave of ‘athleisure’
dressing, where things intended for the gym make its way to the streets” (Moore, n.d.). In 1988,
Adweek addressed the fanny pack as the “Hottest Product of the Year” (VanHooker, 2018).

Vanhooker, (2018) discusses how fanny packs were ultimately a fashion statement and worn by
models, males, females, celebrities, and even business men. They appeared on runway carpets,
ads, and popular television shows, such as The Cosby Show, or Saved By The Bell. Additionally,
music artists could be spotted wearing them at any given time, and this trend continued to grow.
It was not until the early 2000’s that this fashion statement started to become “outdated”.
(VanHooker, 2018).

Clothing Concept
Fanny packs are ultimately small bags attached to a belt that can be worn around the waist, or
across the chest and are handsfree. They have also been referred to as “belt bags” and “bum
bags” and offer many reasons for making a comeback in the fashion industry. First and foremost,
fanny packs are gender friendly and socially acceptable for all genders to wear them. Belt bags
serve the purpose of a purse, wallet, or pockets for both men and women. Additionally, fanny
packs offer comfort, reducing potential straining in the back or shoulders. One of the main
benefits of a fanny pack is it convenience. They are easily accessible, take up little space, and
can be sealed with a zipper, buttons, or Velcro to prevent things from falling out. ("Why Fanny
Packs Have Come Back in Style," 2018)

In addition to convenience, fanny packs come in many shapes, sizes, designs, and materials.
From leather to cotton, designer to generic brands, these bags are suitable for all types of people.
Additionally, they are durable and even come in waterproof materials. Prices of fanny packs
range from a couple dollars to thousands, depending on the brand and material. As iconic figures
are beginning to wear fanny packs again, the demand has been increasing over the past year, and
will continue to grow.

Fashion Trend Cycle

Gordon, (2017) discusses how fashion trends do not occur by random chance, but by various
individuals studying and preparing for future production. Ideas and calculations based on data,
allow designers to have predictions as to what products will succeed in the future market.
Although the fanny pack faced a significant decline in popularity following the 90’s, it is not
surprising that the trend is making its way back into the fashion industry today. If one lives long
enough, they will likely see trends from their youth cycle back into fashion, as everything comes
back into style eventually. As fashion is not science, it cannot be determined the exact time that a
trend will arrive again. However, trends often follow a 20-40-year cycle, suggesting that the
fanny pack should be making its appearance in the fashion industry today. Celebrities are often
influential on fashion trends, and numerous well-known faces such as Kylie Jenner and Justin
Bieber have accessorized their outfits with fanny packs in the past year. (Murdoch, 2016).

The following graph depicts the time frame from when numerous fashion trends took place and
when they reappeared. Although the fanny pack is not included in this graph, these are trends
that exploded in the early 90’s and have come back into style roughly 20 years later. Data like
this is beneficial for fashion experts to consider what products may be successful in the near
future.

Market Landscape
Similar to any product on the market, competition is inevitable. Duff, (2014) notes that when
competing in the fashion industry is primarily based off of costs, prices, and the consumer. There
are various different targeted consumers, depending on a manufactures budget and what prices
they are selling their products for. While there are very few companies who sell only fanny
packs, many designer brands sell these bags, along with other clothing items. Additionally,
companies who specialize in purses and wallets have included fanny packs in their stores. Some
of the leading manufactures in the market for waist bags, include: OUTAD, Anna-Kaci, Unique
Bargains, and Level Terrain. While each company has strategies for success, most fanny packs
are made from leather, cotton, nylon, polyester, or canvas. Furthermore, it is the responsibility of
manufacturers to generate unique, trendy, and durable fanny packs that will attract consumers.
("Global Waist Pack Sales Market Size - OUTAD, Anna-Kaci, Unique Bargains, Level Terrain -
AltBitToken," 2018).
As mentioned above, celebrities such as the Kardashians and various others have been spotted
wearing waist bags, and this is beneficial to companies who manufacture fanny packs.
Additionally, fanny packs or “waist bags” have been featured in vogue and other well-known
magazines over the past year. The advertising of this reborn trend has great potential to increase
sales and gain popularity. Major competitors of the fanny pack include companies who sell
purses in wallets. Advantages of the fanny pack that suggest it will succeed in the market in 2020
is its durability, comfort, convenience and increased attention in the fashion industry.

Consumer Analysis
Teens and adults are the primary target consumer for fanny packs. Teens tend to follow trends,
and adults may be familiar with this trend, as it exploded in the 90’s. Social media is extremely
powerful for companies to market their products today. Teenagers and young adults have used
social media such as: Instagram, Facebook, and Snapchat to express themselves. As a result, this
is a logical extension of why teenagers are a target consumer in hopes that they will include new
trends, such as the fanny pack, on their social media.

As trends are constantly evolving, social media users are constantly viewing advertisements of
new trends in today’s fashion industry. Bain, (2018) notes that although the fanny pack has made
an appearance in social media over the past couple of years, 2018 is the year it became a
sensation. The use of social media to advertise a product, such as the fanny pack, is a great
investment for producers.

The following graph is a breakdown of four of the biggest social media websites, and how
advertising increases revenue growth among the four.

Conclusion
In summary, there is evidence that trends tend to repeat themselves, and fanny packs are the
perfect example of this cycle. In addition to the comfort, convenience, and fashion aspect of the
fanny pack, Bain, (2018) noted that sellouts of fanny packs grew 359% compared to Q2 2017.
Targeting young adult and using social media to advertise this product, the fanny pack will
succeed in the market in 2020.

References
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Global Waist Pack Sales Market Size - OUTAD, Anna-Kaci, Unique Bargains, Level Terrain -

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VanHooker, B. (2018, October 4). The Cultural History of the Fanny Pack - MEL Magazine.

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