Amid competition, backpacks for kids are a mixed bag
Bean Pole Kids’ new line of children’s school backpacks
Mothers and fathers of first graders are especially willing to spend a fortune to ensure their offspring are the coolest kids on the block.
In response, children’s clothing brands have rushed to launch new lines of backpacks for kids. They stress that the high price tags - which reach around 200,000 won ($185) - are justifiable to make sure little ones carry stylish, comfortable and functional bags throughout the school year.
Fila Kids collaborated with Disney to launch a new collection for this year
“As about 80 percent of school backpacks’ annual sales are during January and February, before the start of the new semester, many brands get into a desperate battle,” said Kim Min-jeong from Fila Korea. “But this year, it began a little earlier, and the competition has been fierce since late last year.”
In the past, sports brands such as Fila and Asics took the lead in school backpacks.
However, children’s clothing brands like Bean Pole Kids and DAKS Kids entered the market about two to three years ago, becoming sensations.
Recently, even outdoor brands like Black Yak and K2 have joined in, stimulating a fiercer competition.
Fila Kids collaborated with Disney to launch a new collection for this year
According to Bean Pole, its 26 types of children’s school backpacks have sold out for three consecutive years.
“This year, the backpacks have strengthened functionality and are lighter and more durable, allowing a more comfortable feeling when being carried on a child’s back,” said the press statement.
The new designs weigh 600 grams, “allowing kids who are in the growth period to have less weight on their backs,” the press release says, while the shoulder straps use “volume airmesh material to ensure less strain on shoulders.”
Bean Pole Kids was the first brand among the domestic backpack makers to attract consumers with presales through reservation.
In September, Bean Pole Kids started receiving reservations via its official homepage for a month and gave out matching name tags for the bag engraved with the name of the child it was bought for.
DAKS Kids’ school backpacks include the brand’s signature house check.
DAKS Kids, a luxury British fashion brand, said it has already sold out one of its most popular designs and added that it decided to increase production as a result. The heritage-style backpacks also feature its signature check pattern. Each backpack also comes with a charm shaped like a dachshund.
“The backpack’s backs are designed to create the ‘S-Line’ to protect growing children’s backbones while its ‘U-shaped’ shoulder straps induce children to maintain a correct posture,” said the brand’s press release.
The latest design costs around 150,000 won.
Outdoor brand Black Yak released children’s school backpacks for the first time ahead of this school year. Using the techniques it has picked up through making bags for rock climbers, Black Yak’s backpacks boast a “body engineering design” that puts less burden on children’s backs and shoulders. It has seven different designs and costs around 70,000 won.
Hazzys’ school backpacks come with doll charms Provided by each brand
According to Fila, this year’s “Fila Disney Collection” also obtained the official “Eco Quality” certification from the Korea Apparel Testing and Research Institute, which it says will “satisfy not only children with its attractive Disney characters but also parents by strengthening the detail and functionality.”
Taking the idea from women’s handbags, the pink “Frozen” Disney backpacks have either a detachable pouch or a gold ornament to add sparkle. As for the Iron Man backpack, it comes with a flashlight that turns on when its “Arc Reactor” feature is touched. Fila’s Disney collection cost ranges from 169,000 won to 199,000 won.
BY YIM SEUNG-HYE [sharon@joongang.co.kr]
with the Korea JoongAng Daily
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