The purse is the ultimate repository for a woman, filled with beauty, disgust, function, emotion, pleasure, amusement, alarm, and despair. This entertaining and engaging expose is a journey through uncharted territory—the purse—a vital instrument that connects the home where needs are created and stored and where transactions happen to fill those needs. Explore the contents of one hundred women’s handbags and discover the expected, the unexpected, and billions of dollars of innovation and marketing opportunities inspired by a woman’s purse.
Ninety-nine million women carry a purse every day! Each woman actively uses 2.4 purses. That’s 238 million opportunities for your product to earn a spot in this most precious real estate! (And if your product is purchased frequently, your opportunity rises more than three billion!)
Founder and principle researcher, Insightfarm Inc., a consumer strategy and market research consultancy