Ghurka gathers independent thinkers to characterize handbags

Alex Grossman for Ghurka’s “Qualities of a Ghurka”

U.S. leather goods maker Ghurka is uncovering the key attributes that define those who carry its accessories in a content series.

Profiling personalities in the lifestyle space, from a stationery entrepreneur to a restaurateur, “What Makes a Ghurka” shows these individuals in everyday scenarios, pointing to the form and function of its carryalls. Through these short films, Ghurka is able to establish its own perspective by association.

Ghurka was reached for comment.

Handbag heroes
Ghurka is sharing this content on Maker, a platform that provides a social setting for brands to tell their stories. This gives Maker an audience with individuals outside of its approximate 50,000 social followers.

The first film profiles Alexa Hirschfield, the co-founder of Paperless Post. Carrying the brand’s Smyth II tote, the businesswoman is shown entering her office and unloading the items she carefully packed for her busy day.

She explains her choice to walk an hour to work, as well as sharing the courage she had to find to found a business knowing that it could fail.

Alexa Hirschfield for Ghurka

Alex Grossman, the creative director of Bon Apetit, explains his “Worldly” qualities as he is shown gathering ingredients into a leather tote. His travels have allowed him to test his culinary limits and pick up new skills in the kitchen.

Portraying “Resilient” qualities is Phil Winser, the owner of The Fat Radish. An explorer by nature, he keeps images of Sir Ernest Shackleton’s adventures around to remind him that he too can get through trials.

Fairfax Dorn, the founder of Ballroom Marfa, communicates an enduring spirit as she tours the art center in Texas.

Qualities of a Ghurka: No. 4 Enduring – Fairfax Dorn, Founder, Ballroom Marfa

In action
While consumers often buy handbags for their looks, marketing efforts that also deliver an understanding of an accessory’s use value can help make a sell.

For instance, British leather goods maker Mulberry showed off the practicality of its Maple bag, but still emphasized its style in a new campaign.

Mulberry’s new video entices viewers by styling the Maple bag with a chic and trendy outfit. But the bag also supports a wardrobe change from its ability to hold an extra pair of shoes (see story).

Previously a brand that only focused on men’s styles, Ghurka relaunched its women’s collection in 2014 (see story). With half of the four profiled individuals female, this foray into content may help Ghurka further connect with this handbag hungry audience.

Female consumers in the United States spent approximately $11.5 billion on handbags in 2015, according to a new report by The NPD Group and Stylitics.

The product category itself grew 5 percent in 2015 compared to the year prior, driven mainly by the discretionary spending power of the baby boomer generation. Handbag purchases made by millennials, ages 18- to 34-years old, however, only increased by 2 percent due to the shopping behavior the demographic exhibits, favoring a more considered buy rather than impulse or purchasing based on brand stature (see story).

from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/ghurka-gathers-independent-thinkers-to-characterize-handbags/
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