The backpack market - France (2024)

1.2 Global backpack market enjoys stable growth

The global backpack market was estimated at $**.* billion in ****, and is expected to grow at a CAGR of *.**% over the period **** - ****. It should therefore reach a value of $**.** billion in ****.

evolution of the global backpack market World, **** - ****, in $ billions Source: ****

It's an expanding market, although its growth has been revised downwards. Indeed, in ****, its CAGR was estimated at **.*% by the same source. The slowdown in growth is most likely due to the market concentration that is currently taking place, with large groups bringing together many famous backpack brands. This is notably the case of VF Corporation, which owns Eastpack, Jansport, Timberland and The North Face and controlled **% of backpack sales in the USA in ****[***].

Urbanization and the development of high-performance communication networks between different cities have helped to make the world's population increasingly nomadic. As a result, the need for backpacks has increased. These containers are very practical for carrying small volumes, and come in all shapes, sizes, colors, patterns and uses.

The health crisis dealt a severe blow to the backpack market. Successive confinements, travel restrictions and border closures immobilized the vast majority of the world's population for several months, drastically reducing their need for bags. What's more, ...

1.3 A bright outlook for the French market

The French backpack market is extremely competitive, with several hundred players offering the same types of products. It's difficult to know the figures for this market, but we can find information on larger markets encompassing the backpack market. For example, the Conseil National du Cuir(***) groups together travel bags, sports bags, backpacks, travel bags and toiletry bags. In ****, *,***,*** pieces were produced in France, with sales of around *** million euros.

In addition, INSEE has grouped togethertravel goods, leather goods and saddlery under NAF code **.**Z, which includes backpacks in all materials, as long as the technology employed is similar to that used for leather. The backpack market is thus included in the broader market we will now examine.based on **** sales, estimated at *.*** billion euros, and multiplied by the annual average sales indices provided by INSEE, we can estimate the size of the travel goods, leather goods and saddlery manufacturing market over several years:

Estimated market size for the manufacture of travel goods, leather goods and saddlery France, **** - ****, € million Source: ****

This market has been growing steadily since ****, and did not even experience a decline in **** at the time of the health crisis. Growth has particularly accelerated in recent years, reaching a ...

1.4 Good French export results

French imports and exports of backpacks are difficult to assess, as the backpack market overlaps with other markets (***). We will therefore look at imports and exports of items under customs tariff number ****, which includes backpacks.

[***] French imports of trunks, suitcases and briefcases by value France, **** - ****, in thousands of $ Source: ****

After a decline in **** (***) due to the health crisis, imports picked up again and exceeded pre-Covid levels by **** with a value of $*.* billion.

French imports of items grouped under code **** France, **** - ****, in thousands of kg Source: ****

We see the same trend in volume as in value: the health crisis has caused a drop in imports similar to that seen in value: -**% in **** compared with ****. However, the pre-Covid level has been exceeded as early as ****, thanks to growth of almost **% in one year.

French exports of items grouped under code **** by value France, **** - ****, in thousands of $ Source: ****

French exports of these items have been only marginally affected by the health crisis in terms of value. In fact, the decrease in value in **** was less than *% compared with ****. In addition, the pre-Covid level had been reached and exceeded by ****, reaching $**.* billion by ****.

French exports of items grouped under code ...

2.1 Trends driven by tourism

The backpack market is extremely segmented, as this item can be used for many different purposes: tourism, study, work, sport... In each section, we'll focus on these different uses

The state of the backpack market is strongly correlated with that of the tourism market, which will be worth $*,*** billion by ****. France, historically the world's leading tourist destination, has seen a drastic drop in the number of international tourists in **** and **** due to the health crisis, which has had a significant impact on the backpack market.

Number of tourist arrivals in France per year France, **** - ****, in millions Source: ****

However, tourism growth has been accelerating since ****, and the number of international tourists is set to return to pre-Covid standards in the very near future. According to Globe Trotting, there will be ** million international tourists in France in ****, compared with ** million in ****. Furthermore, according toUNWTO, international arrivals had reached **% of their pre-pandemic level by the first quarter of ****, with *** million international tourists, more than double the number in **** over the same period.the summer of **** was extremely positive, thanks in particular to the return of Asian tourists. Long-haul flight arrivals were up **% in **** on the previous year, with a ***% increase in Asian tourists. ...

2.2 The school backpack, a real demand factor

Backpacks for schoolchildren and students are an important segment of the French backpack market , and some companies derive a considerable proportion of their sales from this segment.

This segment is driven by growth in the number of secondary school pupils and students.

secondary school enrolment trends France, **** - ****, in thousands Source: ****

Secondary school pupil numbers have been falling slightly since ****. Their size fluctuates, but has remained more or less constant since ****.

Higher education student numbers are on the rise. As the following graph shows, the number of students in higher education in France has risen from *.** million in the early ****s to almost *.* million in ****.

Student numbers in higher education France, ****-****, thousands Source: ****

In ****/****, *.*** million students will be enrolled in higher education, including apprenticeships in higher technician sections (***).

Since the ****s, notably with the arrival of the Eastpak brand in France, brands have been making constant efforts in terms of design and aesthetics , since these are objects that schoolchildren identify with and wear every day.

It's also essential that these school bags are practical and comfortable , since students use them to carry their books and notebooks, which can sometimes be very heavy. For daily use, they must therefore be particularly ...

2.3 Sports backpacks: an ever-expanding range

The backpack is benefiting from the French craze for sporting activities. In fact, as Travelski reports, using figures from ANMSM (***).

Some manufacturers specializing in mountaineering, such as Millet, now offer a range of smaller backpacks with their " Day-packs ", a collection of some fifteen models starting at ** liters. Their look is more neutral, more urban, and they include technical and practical features perfectly suited to short-duration sports, as well as everyday urban use .

Manufacturers specializing in sports and outdoor activities are also increasingly offering activity-specific backpacks . Millet, for example, offers small (***) models for skiing or snowboarding, with ski and iron holders.

Lafuma also demonstrates its commitment to product segmentation with backpacks specially designed for very specific activities. The brand offers pure outdoor ranges, bags for family outings, Trial Sport for mountain biking or running, and small, versatile urban backpacks.

2.4 Highly periodic demand

Demand is highly periodic. In fact, every year, the leather goods and travel goods trade sees its sales index rise sharply around the festive season, a sign of strong sales.

Periodicity of the sales index for the leather goods and travel goods trade France, **** - ****, in Source: ****

These data perfectly illustrate demand in France over the course of the year. Demand frequently drops off in April, then in November just before the holiday season, and is highest in December, with annual maxima increasing over time.

We can also assess the demand, or at least the interest, of the French for this market thanks to Google Trends, which gives us the frequency of searches for the desired word on any given date. Below are the search frequencies for the word "sac à dos" over the last five years.

Search frequency for the word "sac à dos" on Google France, **** - ****, in % Source: ****

A strong periodicity can still be observed. In fact, we're seeing search peaks in the summer, probably to prepare for a trip or back-to-school, and smaller peaks at the end-of-year holiday season, a sign that the backpack is a popular gift. Demand is also always high in September, coinciding with the start ...

2.5 Innovation and top-of-the-range: two new consumer demands

Innovation:

Innovation is a constant in the French backpack market, with the aim of improving technical performance and comfort. Lowe Alpine, positioned at the top end of the market, has specialized in the technical segment, with backpacks for serious sports enthusiasts (***), as well as models with adjustable back systems without metal or plastic parts. In the large-load segment, the brand offers various models equipped with pockets and compartments.

The brand also offers combination products that combine two backpacks, such as the World Traveler (***). Columbia, on the other hand, offers a smaller capacity combination pack, the Pack Mandu, which is more versatile and less suited to major sporting adventures. There are also *-in-* backpacks designed to carry sports equipment and a computer, for example. More recently, the Nova brand has launched a *-in-* backpack which, in addition to the basic bag, is equipped with * over-bags : one for the city, one for the office, one for everyday use and one for hiking. A number of options can be added depending on the over-bag chosen, to increase its capacity, for example. there's also a tote bag, a compression bag and two toiletry kits.

In terms of technical innovation, the last ten years have seen ...

3.1 French backpack industry players and positioning

Source: ****

Typically, backpacks are manufactured in Asia and then transported to Europe or America. They are then sent to wholesalers where they are stored before being dispatched to stores and end-users.

Some national brands, however, prefer ***% French production, such as Bleu de Chauffe, whose workshops are located in Aveyron and whose products are manufactured by craftsmen.

Many emblematic brands have kept all aspects of product design in France or in their home country, but have relocated their production. This is the case with Lafuma, for example, whose production takes place in Asia, since the group has had a factory in Nanjing, China, since ****. It is then in France that products pass through quality control and are tested by the brand's engineers.

French brand Cabaïa also has its backpacks manufactured in China. It then sells its products online via its website, through a network of over *,*** retailers or directly in its fifteen or so points of sale. The brand's stated objective is to reach ** points of sale by ****.

The main backpack brands are positioned according to the function of the bag itself. Either the bag has a design more in line with fashion and clothing trends, in which case it is ...

3.2 Case study: the production stages of an Osprey backpack

The creation of a new Osprey backpack consists of the following four main stages :

- Creation, called "Line Review *" : product designers gather, propose and discuss ideas;

- Design, called "Line Review *" : this stage involves the management teams, who establish the bag's various functions, specifications and price;

- Prototyping, known as "Line Review *" : during this stage, cardboard prototypes are made to check the appropriateness of the planned dimensions, correct potential errors and send the finished prototype to digital printing. Once the prototype has been approved, it is recreated using fabrics that have been tested for color quality and fiber strength;

- Production, called "Line Review *" : once the pattern has been created, it is digitized, printed and sent to the factory. Cutting of the fabric pieces attached to the patterns can then begin. The bags are assembled using sewing machines operated by highly-skilled employees. In its Sambu factory, Osprey has *,*** sewing machines on two floors, and a single bag passes under the needles of ** different machines. To improve its rigidity, the bag is finally embellished with a structure and various inserts.

Once production has been completed, the bags undergo quality control to ensure they meet the required standards, before being packed and distributed worldwide.

3.3 A fragmented market that is gradually becoming more concentrated

In France, the backpack market is highly fragmented, with many different players. As we explained earlier, backpack manufacturers can be leather goods specialists, companies specializing in backpacks such as Cabaïa or Fjällräven, or companies making bags of all kinds, including backpacks. like Cabaïa or Fjällräven, companies making bags of all kinds, including backpacks, like Eastpak or Kipling, or clothing brands like Carharrt or The North Face.

Number of establishments in the travel goods, leather goods and saddlery production sector France, **** - ****, in units Source: ****

In France, the number of producers in the sector has been rising steadily since ****, as has the number of their employees.

Number of employees in the travel goods, leather goods and saddlery production sector France, **** - ****, in units Source: ****

By contrast, leather goods and travel goods retailing has been losing establishments since ****.

Number of establishments in leather goods and travel goods retailing France, **** - ****, in units Source: ****

While the number of employees remains fairly stable, there will be a drop in **** and **** due to the health crisis.

Number of employees in the leather goods and travel goods retail sector France, **** - ****, in units Source: ****

This decline in the number of establishments ...

3.4 Focus on the leather goods sector

Sector presentation:

Leather goods refers to the industry of fine leathers used to manufacture or upholster high-end articles. Backpacks are leather goods, but so are trunks, suitcases, briefcases, wallets, watch straps, belts, horse saddles... This sector includes numerous smallbusinesses, many of which work as subcontractors for major French luxury goods groups such as LVMH or Hermès. According to the Conseil National du Cuir, there are *,*** employees working in *** companies.

Three types of players are involved in this sector: manufacturers, integrated groups (***) and distributors. The table below details the various activities recorded under the heading of travel goods, leather goods and saddlery production.

Source: ****

If we isolatetravel bags, sports bags, backpacks, travel bags and toilet bags, production would amount to around *.*** million units, with a value of around ** million euros in ****.

Distribution across the country:

In ****, there were *** production units in the leather goods sector, figures that have been rising steadily for several years, thanks to French luxury houses that are achieving good results and launching new workshops.

Source: ****

The average annual salary for managers is therefore €**,*** gross, and for workers €**,*** gross.

Focus on companies:

As mentioned above, most of these companies are subcontractors or subsidiaries of large groups, and therefore ...

3.5 Different distribution channels

As explained in *.*, there is a wide range of distribution players, and different types of manufacturer use different distribution channels.

Major French groups such as LVMH or Kering sell their products through exclusive outlets, i.e. in their own chains or in department stores after setting up a stand. On the other hand, other players in the backpack sector sell through different types of outlets. Manufacturers such as Eastpack and Cabaïa sell their luggage :

in their own stores ; in multi-brand retailers specializing in luggage, such as Bleu Cerise ; in hypermarkets, for "entry-level" bags; through e-commerce on their own websites, or via third-party sites such as Amazon, or specialized sites like Mon Sac à Dos or La Boutique Maroquinerie.

4.1 A wide variety of products on the market

Backpacks are bags with two straps for the arms, designed to be worn on the back. Some are equipped with waist belts to support the hips, and sometimes with torso belts for optimum support.

Backpacks come in a range of sizes (***), from ** liters for small urban or sports bags, to over *** liters for travel and backpacking bags. School and sports bags usually contain between ** and ** liters.

Thus, the different product types on the backpack market in France can be segmented as follows:

Small backpacks:

School backpacks with the iconic Eastpak brand, for example (***); Sports backpacks with sports brands such as Puma, Adidas, Nike, etc. (***); Backpacks for short hikes: generally canvas, flexible, lightweight, with several pockets and storage compartments. The best-selling brand is Quechua, offering bags from *L to over **L at very affordable prices; Daily-use and urban backpacks: of the same type as the previous category, but equipped to hold a laptop, more rigid, with a more sober design; Leather goods backpacks: aimed mainly at women, these are practical fashion accessories, like handbags. Materials are generally more sophisticated, such as leather; Connected backpacks: with a particularly meticulous design for business customers. They contain small, practical functions. The Galanckbrand, for example, offers ...

4.2 Prices vary widely depending on product quality and use

The prices of different backpacks are directly linked to the type of product and the brand. It's therefore very difficult to describe what's on offer on the market, since it spans all price ranges. Generally speaking, everyday backpacks and school backpacks are affordable, available for under €**, although some brands offer much higher prices; hiking and specialized sports bags are more expensive; connected backpacks follow, and finally leather goods bags, manufactured by well-known luxury groups.

To give you an idea of the prices of the most popular backpacks, the table below lists the models and prices of the most popular backpacks in France on the Amazon website:

Source: ****

Most manufacturers use Asian countries to produce their backpacks. This is notably the case for Cabaïa, the French startup that is number two on the national market. Although the brand claims to produce an eco-friendly bag, the founder explains that France doesn't have the capacity to produce the volumes they currently do. In fact, the French brand sold ***,*** pieces in **** and had announced a goal of selling one million during the ****/**** season. But it was mainly for cost reasons that Cabaïa decided to go through China. This lowers production costs, and a ...

5. Standards and rules applicable to the manufacture and use of various types of backpacks

Importing and exporting bags and suitcases from China:

For most backpacks, no specific standards apply when importing from China. However, the European REACH regulation (***), which came into force in ****, aims to identify, evaluate and control chemical substances manufactured, imported and placed on the European market. The various materials and substances used in the manufacture of backpacks in France therefore fall into this category, and this regulation is therefore applicable to the French backpack market. This is the case for many national and international brands manufacturing - exclusively or not - backpacks in China, such as Eastpak or Adidas. This standard aims to list a large number of chemical substances to guarantee a high level of protection against the risks associated with them.

Specific standards for backpacks used in extreme sports:

Some backpacks are designed to be used for sporting activities in difficult conditions. These include hiking, trail and waterproof backpacks. Some of these bags comply with European standards that are not directly applicable to them. This is the case with certain Millet and Lafuma sleeping bags, which comply with European standard EN *****, a temperature standard that provides a standard laboratory test for all sleeping bags, enabling them to be categorized into ...

6. Segmentation

• Osprey Europe
• Lowe Alpine (Rab Equipment group)
• Hedgren
• Samsonite
• Body Pack
• Herschel Supply Co.
• American Tourister (Samsonite groupe)
• Bentley
• Kipling (VF International)
• Schneiders Bags
• MILLET MOUNTAIN GROUP
• Columbia Sports Wear
• Deuter (Groupe Schwan Stabilo)
• Go Sport France
• The North Face
• VF Corporation
• Millet
• Aigle
• Lafuma
• Cabaia Valtex
• Decathlon Groupe
• Piquadro
• Tann's - Aliseo