It-bag in spite of himself.
Since spring, the Japanese brand Uniqlo has offered for sale a unisex nylon waist bag available in six colors.
A shoulder bag at €14.90 that is making a lot of noise.
It all starts on TikTok, where a handful of influencers from France and elsewhere are praising the merits of this much smaller bag than it looks, showing everything it can contain.
From these videos are even born a hashtag, the
#UniqloBag
.
Described as very practical, this accessory to be worn over the shoulder, as a waist bag or in the hand is a dazzling success.
In a few weeks, it enters the top of the best-selling items at Uniqlo.
Its black version is even out of stock for several days.
Faced with this phenomenon that the Japanese label had not foreseen, it decided to limit the purchase to three bags per order.
@caitlinphillimore Endless Love - Piero Piccioni
@r8ees
Replying to @pierre's sneaky linkit adds a little bit of spice#uniqlo#fashiontok#streetwear#pinterest
original sound - jemaine
Marie Poppins Banana
The success of this piece is mainly due to a TikTok trend.
Users just have to stage themselves in front of the camera, to run out of stocks of this unexpected It-bag.
The video is simple: empty your bag to praise its merits of practicality.
Carried over the shoulder, in the hand or as a banana, the bag can contain everything you need for the day to make Mary Poppins green: tablet, hair clip, umbrella, passport, headphones... The essentials are there, contained in a banana that looks like nothing, is a victim of its own success until it runs out of stock.
And with such an attractive price, some consumers see the satchel as a worthwhile purchase.
@jennifer.grst
one of my best purchases so far #uniqlobag, #foryou, #fyp, #fashioninspo
one more night - EX7STENCE
Bought at Uniqlo, sold twice on Vinted
Faced with the success of the mini round shoulder bag, some consumers did not hesitate to take advantage of the (very) strong demand.
On the Lithuanian resale platform Vinted, we find the accessory offered for sale at 30 euros, twice its initial value (14.90 euros).
In the description of the article, it is sometimes even possible to read "the known bag on TikTok", as a guarantee of veracity.
But with the restocking, it's hard to believe in the longevity of this business.
Added to the quota of three pieces imposed on the brand's website, this parallel market places the Uniqlo banana as an It-bag of the season.