The Cambridge Satchels came from humble roots, starting with a mere £600 producing handmade signature leather satchels. This particular example represents the rags to riches story of a fashion company with just a vision. Nether Julie Deane nor Freda Thomas have had any previous design experience, yet this year The Cambridge Satchel Company made £2.2 million in profit with an uplifting £10-15million projected profit for next year. The designers have proven to have a sharp understanding of the industry, making The Cambridge Satchels available in a wide range of colours in over 36 countries worldwide already. The desire for global growth has made the company rapidly successful.
Introducing new collections to an established brand can be difficult. At times loyal customers, who think they understand the direction of the brand, become hesitant when a designer releases a new group. The Cambridge Satchel Company shall release the much awaited collection of clutch bags in 2012. Deane and Thomas have embraced the popularity of their simplistic, vintage style satchels and translated this into their clutch collection. By keeping the key characteristics of The Cambridge Satchels, the clutch bags are sure to create a waiting list in no time.
Having a celebrity carrying a designer handbag has been proven to increase sales on almost every occasion. In the recent decade, the use of celebrities in fashion campaigns has increased dramatically. Celebrities endorse a brand; take as much or as little involvement as they wish in the company, and thus drive the awareness and sales of the handbag. Celebrity clientele, (notably Elle Fanning and Brad Goreski), have driven widespread interest in The Cambridge Satchel Company, helping them feature as the ‘must-have’ bag in a variety of publications from Italian Vogue to the Guardian Gift Guide.
Owning a handbag that is true to the heritage of the brand is becoming increasingly important to customers. In a world where the social focus is on being ethically conscious, we often want to know where our handbag has been made, the quality, the craft work etc. The Cambridge Satchel Company has taken advantage of the internationally recognised symbol of elite education associated with the area of Cambridge, thus marketing the unisex bags to a teen and young adult audience. Despite having problems with their initial manufacturers, the designers still manufacture their bags in Leicester, UK. The founders endeavour to work with local educational establishments in order to build apprenticeships, thus staying true to the authentic English brand identity. Furthermore, the firm have exclusive collections with ASOS and Urban Outfitters, creating unique ties with two of the largest UK fashion companies.
Pictures taken from http://www.cambridgesatchel.co.uk/, www.instyle.com