What made me want to make this bag was my family's leather repair shop. My dad always said that leather was one of the most durable materials that could last a lifetime. What I knew from the shop was that people brought in things they loved and wanted to continue to use, even though consumerism teaches us to buy a new one rather than fix them when they don't work anymore.

 But how can you create something that someone will want to keep for a lifetime?
Why do people like the things they like?
Field Research: 
For a look into the craft of high-end leather and how these items look after they’ve aged, I went to my parent's repair workshop that specializes in leather repair for shoes and bags.
From your experience, what is the main reason people choose to repair their leather goods?
“I think the main factor is cost, because they’ve usually already spent a good amount of money in their item and are either trying to maintain it or make it last longer.
I also have some clients that I tell it would cost more to repair the leather than to just buy a new one......but people grow attached to the things they use everyday.”

What is your typical client  looking for when they walk into your shop?
Most of the time people want to make their shoes or bags last longer because they want to save money on buying new and they’ve gotten used to using the same item and it’s hard to find one to replace it”
-Luis Rodriguez
People grow close to the things they use because they become a part of their routine.
Functionality is created in the objects by their users.

Industry Research

The study shows that Louis Vuitton is the brand with the most sales, therefore the highest valued. If we examine this brand in depth we can see that their most purchased items are the ones with the brand monogram. These items are mostly made of coated canvas, a non-expensive common material.
Nonetheless, these items are the ones that symbolize a high dollar amount anywhere they’re carried. These are items that are purchased for their status.
These studies not only show statistically the wealth in companies, but also reveal a lot about what consumers value and in turn are willing pay for. 
User Research
What do people want from a bag?

The next part of the process was discovering what function people's bags, purses, or backpacks played in their daily routine.
I had a variety of different people outline all of the items in their bag on paper to create a visual inventory system. From these results I gathered insights on commonly used items, their dimensions, and the reasons why people used their particular bags the way they did.

From all of the participants in my exhibition, I was able to collect data on the highest priority items in people’s bags. Large electronics like laptops and chargers were consistently the most prioritized.
Through talking to the subjects, I was able to see just how varied every person is in the kinds of items they carry. There was also the realization that many people didn't know just how many things they were actually carrying around. 
Although there were many people who said that style and aesthetics had influenced their choice in bag, they ultimately made their decision based on the utility.
Considering that the vast majority of expensive handbag purchases are mainly influenced by brand recognition, I want to find ways of building desirability around the purchaser’s needs, rather than the status of carrying a known brand name.
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