What’s so good about Kånken bags? Fans of backpack models may be familiar with the Swedish brand Kanken. This carrying bag was created with the noble mission of dealing with the complaints of school-age children in Sweden who have back pain due to carrying a traditional bag.
Who would have thought Fjallraven’s box-shaped lightweight backpack to be the best-selling company product on the market? To date, dozens of models in various colors have been released to meet the market’s need for bags that are simple, strong, and have room to store various items.
The Kanken bag distribution system has reached the global domain and is quite popular in various countries. By his initial goal as a solution to back problems experienced by school students, Kanken succeeded in becoming the favorite backpack for teenagers and young adults aged 12 to 25, especially women.
However, the company’s expansion will certainly not stop at that market segment. Evidently, in 2002, the company poured a new product named Mini Kanken with a maximum capacity of 7 liters. The small-sized backpack was specifically produced to target consumers of preschool-age children.
The backpack model is..just so so. Before the Kanken bag era, there were some more popular names, for example, Bodypack or Eiger which were the choices of millennial students in their college years. Or there is also the Anello brand which was initially very idolized by young mamas as a diaper backpack.
Although it has to compete with many competitors who first exist in the United States, the popularity of Kanken bags can steal public attention. I wonder what if Fjallraven Kanken’s secret? Because it is still being targeted even when looking at the price makes us shocked?
#1 Quality to match market goals
There’s a price, there’s quality. That’s what a lot of people believe in. The assumption is almost always true when consumers buy goods or services. The more expensive the price of a product or service, the better the performance. That’s what happened to Kanken’s bag, which cost made some people shake their heads.
To buy one Kanken bag only, buyers must reach for at least one hundred bucks. Of course, the price will make the people wonder, why is the bag that is classified as high-priced confidently targeting the market of the country, even become the bestseller?
Certainly, Fjallraven has taken into account various aspects before fixing the price of Kanken products. As is customary, product categorization is based on the quality and price inherent in it.
Kanken bags position themselves as a premium product that holds the best quality designation as well as an expensive price. People who value quality above other factors will not think twice about the price of a product.
Precisely if Fjallraven Kanken has high quality, but the price is only one dollar, many potential consumers will doubt this. In short, the accuracy of the strategy of choosing the target market as well as the consistency of the chosen positioning makes Kanken a product targeted at the market.
#2 The design is simple
Okay, simple here obviously doesn’t talk about price. What is meant by simple is the choice of designs and colors carried by the label that dates back to 1978.
Rather than incorporating design out of the box or intricate elements, Kanken faithfully maintains the simple bag concept but continues to innovate on quality. The raw material used to sew the bag can be tested for its durability.
Shape affairs do not change which are still boxes like the predecessor models. Regarding motifs and colors, Kanken bags do not budge from the simplicity and monochrome colors.
This idealism is indeed similar to what is brought by the famous clothing brand from Japan, Uniqlo. The difference is if one sells bags, the other inclines more to clothes. Likewise, the belief of the two brands is to prioritize functional elements over strange designs.
Amazingly, this conservativeness makes the names of the brands soar. Perhaps this also has to do indirectly with the popularity of the minimalist concept in life that has been booming in recent times. Life is complicated, the fashion thing doesn’t need to be made dizzy.
#3 Inserting lifestyle
Kanken’s minimalist design allows the bag to be worn by anyone, regardless of one’s age, gender, or occupation. Anyway, it’s all good to use. Arguably, this Kanken bag is a staple fashion item aka one of the must-have fashion items. Of course, if we fall into the target group of their market.
The reason is that the price paid will be in proportion to the value received by the consumer. Nevertheless, it does not mean that Fjallraven is blindfolded and overrides the consumer lifestyle as a company’s ammunition in competing in the global market.
So this is what it means. Durability which is often inserted as a marketing sweetener is one of the marketing tricks that also became the lifestyle of today’s society.
