U.S. Suitcases Consumer Insights - Usage, Attitudes, And Brand Performance Report

Introduction:

The U.S. suitcase market is experiencing robust growth, driven by increasing tourism and consumer demand for innovative, durable, and stylish luggage. Trends include the use of lightweight materials, smart features, and a rise in luxury and eco-friendly options. There is also a stronger emphasis on smart, modular, and premium segments. The rise in material and shipping costs has become a significant challenge for the industry, compounded by growing competition. Here are some of the market trends dominating the U.S. suitcase market:

• Tech Integration Evolution: The advancements in technology, such as real-time GPS tracking systems, weight-sensing technology, and security features like biometric locks and proximity alerts, have had a significant impact. These developments provide global luggage location through smartphone apps and solve travel issues, making them appealing to tech-savvy consumers and regular business travelers. Although higher in cost, these innovations save overweight luggage fines by offering accurate measurements.

• Premium Segment Growth: The luxury luggage sector has seen rapid growth, driven by a shift in consumer purchasing patterns, especially after the pandemic. Post-pandemic travelers increasingly prefer exceptional materials, superior manufacturing techniques, and longer warranties because they see high-quality luggage as a long-term investment. Premium luggage brands have positioned themselves as status symbols and travel lifestyle accessories on social media, further accelerating this trend.

• Compact & Versatile Designs: The trend of "Compact & Versatile Designs" and "one-bag travel" solutions also represents a significant shift in how consumers approach luggage selection and travel packing strategies. The one-bag travel trend emerged from travelers seeking to simplify their journey while avoiding the increasing costs and hassles associated with checked baggage. The core concept involves packing everything needed for a trip into a single carry-on compliant bag.

• Personalized Modular Systems: The luggage market is also shifting towards customizable solutions that cater to individual travel needs. Consumers are seeking bags with adjustable modular components and personalization options like monogramming, colors, and material choices. Brands offer systems with interchangeable compartments, expansion capabilities, and online customization tools to help buyers design luggage that reflects their practical needs and personal identity.

Methodology:

The insights covered in this report are drawn from GVR’s ‘Voice of Consumer Survey’ and its periodic updates. The latest survey represents 75,000+ consumer interviews conducted across 20 countries for 100+ product categories. These insights are specifically catered to the brands operating in the suitcase and travel bags industry to guide them in their strategic decision-making process. This report provides insights covering category usage & attitude, buying behavior, brand performance metrics, and brand health indicators of leading players in the U.S. suitcase market.

Chapter 1: Usage and Attitude

With the surge in tourism and global travel, the suitcase industry has largely benefited. However, as suitcases have a specific use, 75% of consumers use them occasionally or rarely as and when needed.

Suitcases are mostly used at the time of special occasions and casual outings, as mentioned by about 7 out of 10 consumers. Which can be travelling for a wedding, a leisure trip, or a business trip. Having said that, consumers associate using these travel bags with having to appreciate quality craftsmanship and materials. However, what might dissatisfy them is the high costs of quality bags and designer brands, and the limited style or size options.

Comfort and functionality are the primary factors that both males and females consider when talking about the use of suitcases. The second most important reason for females is to replace old travel bags, whereas for males, expressing personal style holds higher significance. The good value for money, a durable and long-lasting construction, and versatility for different occasions are what make this purchase delightful. When it comes to the high cost of the product's quality, which is a common struggle faced by consumers, and the poor craftsmanship, it results in customer dissatisfaction, which acts as a major challenge.

Buying Behavior

Before making a purchase, consumers need to know a little bit about the product and its qualities. Given the post-pandemic effects and consumers' growing demand for lightweight luggage that fits in any location and is comfortable to carry, it is the most crucial factor. Next, considering the increasing percentage of price-conscious consumers, they focus on price and acquiring value for money. Customers like to purchase suitcases once every two years because they are expected to have a longer shelf life and thus prefer to purchase new suitcases after the old ones are worn out.

When it comes to buying a suitcase, Gen Z prefers purchasing them mostly from brick-and-mortar fashion stores, while Millennials prefer online e-commerce websites like Amazon, which ranks second in terms of preference for Gen Z. For Millennials, department stores rank as their second favorite place to shop.

We can confidently state that suitcases belong to a more planned purchase category, as almost 7 out of 10 people say their purchase is planned, of which 42% say it is always planned. 22% of consumers have mixed thoughts when it comes to making a purchase for a suitcase, depending on the different situations and offers. Only about 11% of the population has displayed spontaneity in their purchase behavior. Very few people make spontaneous purchases and are mostly driven by a sudden special occasion or an event, or seasonal sales.

Seasonal sales and discounts, as well as special occasions or events, are the main influencing factors that prompt consumers to make a purchase, according to a significant percentage of respondents. Despite the increasing demand, there are still certain barriers to buying a suitcase, like the high cost of high-quality goods and the scarcity of inclusive or diverse designs. Additionally, since a brand’s reputation also holds some importance, around 8 out of 10 consumers are “partially” to “highly” conscious about the brand of suitcases they use. To leverage this, brands can focus on building a positive online presence by way of higher positive ratings and reviews, and by also incorporating timely and seasonal promotions to attract more traffic.

Brand Power Play (Brand Health and Performance)

Despite the presence of several global as well as local brands, Samsonite manages to dominate the market with a 60% market share (by awareness). Having said that, some of the brands that enjoy some awareness are American Tourister, Tumi, Delsey, and Travel Pro. It is important to note that Rimowa has lower awareness levels, which can be attributed to its marketing strategy, where the brand operates in the luxury segment and thus only targets the high-income consumers who are not price sensitive.

Purchase Funnel

Samsonite and American Tourister are the brands leading the travel accessories industry. Both brands originated in the U.S., thus considered local with a very significant global reach, catering worldwide. Although American Tourister started as a separate entity, it has been acquired by Samsonite, thus making Samsonite the leading and dominant brand. Its success is mostly driven by durable construction, sleek yet minimal design focusing on longevity and reliability, followed by small yet key innovations in its products, such as suitcases made from recycled materials. It leads the market with the highest performance in all the stages of the purchase funnel due to its reputation for quality materials and a long history in the luggage industry, making it a popular choice for travelers seeking both style and functionality.