The main function of the schoolbag today is, transporting study materials. The aesthetics of the bag however, influences the buying behavior of the consumer the most. Current disadvantages of schoolbags are bad ergonomics and low interaction between product and user. In the saturated schoolbag market the main focusses are on better ergonomics and fashionable aesthetics.
The future context of 2020, shows a shift in importance of these three aspects. Consumers and their demands change. Trends like tailored designs, self-identity, social interaction and participation in production rise the demands for aesthetics, but even more for interaction. An alternation in the educational system influences the schoolbag. New digitalized study materials reduce the weight of the bag, reducing also the need for ergonomics.

A concept design for 2020, called ‘The paper bag’, enables unlimited possibilities for customizing the appearance of the bag. The exterior of the bag is one big, e-paper, display with a touchscreen layer. The interaction is improved by integration of multiple functions, which give the bag more utility and by a two way communication between the product and its user. The exterior functions, amongst others, as a laptop. The appearance of the exterior can be customized like wallpapers on a computer. Wireless connectivity assures social interaction and can be synchronized with other devices like for instance the mobile phone.
‘The paper bag’ uses new techniques and materials which are not yet fully developed or in production. The functioning of the bag will be changed by social and political trends. Therefore it is recommended to keep track of some necessary changes like developments in display techniques, battery efficiency, social media and digitalization of the school system.

Introduction of a bag for Thella in 2012, means simplifying and adjusting ‘The paper bag’ to the needs and possibilities of 2012. This bag, called the crocque-au-tile, should match the same goals as ‘The paper bag’; more customizability and better interaction. The crocque-au-tile is a shoulder bag that enables customizing by the use of printable magnets. The owner can express their own identity by text, graphics or pictures.
The crocque-au-tile has some features for a specified target group, the fashionista’s; an insulated food compartment and an extra pocket for make-up equipment. Interactive magnets can be made to create more interaction like mirror magnets or phone light magnets.
User research shows appreciation for the way of customizing, the food compartment and the interactive magnets. The intended use of the laptop compartment, working instantly on the laptop by just opening the compartment, is also appreciated.
The specified target group uses lockers and therefore the shoulder bag can fit the fashionista’s lifestyle. Problems occur however with the appearance. The dislike of the pattern needs more research before it can be solved. Color issues can be solved by providing the bag in several color-combinations.

The bag can be introduced to the market if these problems are solved. The financial evaluation shows just a small revenue per bag. Thella has no experience in producing bags and has no clientèle or image yet. This makes it a very high risk to enter a saturated market, especially for only small margins. A partnership with an experienced, high end, fashion brand, like Bjorn Borg or Converse, would be the best way to get this bag on the market.