Tote Bags Carry The Brand Message

The Wall Street Journal: “Sturdy, canvas, waterproof or made of recycled material, tote bags take up an expanding part of our lives (and car trunks) as cities, counties and states continue to impose fees or bans on plastic bags. Stores either give them away free with purchase or sell them for a couple bucks in the hopes that consumers will like them and carry them—and that others will notice.”

“When totes are durable and reusable they become longer-lived ad campaigns. Swimwear label 6 Shore Road’s founder, Pooja Kharbanda, says that she made 1,000 tote bags to distribute at pop-up stores in Montauk, N.Y., and Newport, R.I., this summer. She estimates the cost is 2.5 times what it would be if she had just chosen paper bags. But she hopes the bags will turn up on the beach, carrying flip flops and towels … Some retailers sell the bags to help cover the cost. H&M ’s tote bags cost $2 to $4 and help spread the word about its garment recycling program. Customers who trade in old clothing or textiles can get 15% off their purchase.”

Marybeth Schmitt of H&M North America comments: “We know that word-of-mouth is the strongest kind of advertising. And, this is like a form of word-of-mouth. They are recommending it by wearing it.”

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