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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.
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.
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 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.