Designing a Fashion Bag Collection Made with Cheap Pxmart Grocery Bags

At Pxmart grocery stores, customers 20-29 years old accounted for only 9% of revenue. They were our principal target audience. Surveys revealed that nearly 60 percent of this demographic earned less than US$1,000 per month. Caught in the middle of a recession, they were struggling to get by, and they longed to live better lives.

So we transformed cheap, commonplace Pxmart plastic bags into hand-crafted fashion handbags that young Taiwanese loved. In so doing, we demonstrated how to creatively make life good, even in hard times.

Using nothing but used Pxmart plastic bags, 10 professional designers hand-crafted 8 fashion handbags, in limited editions of 100 each: tote bags, bucket bags, clutch bags, tassel bags, braided bags, and more.

In April of 2016, we created a brand experience, integrating a spectrum of media:

? Week 1: Launch. On mass media, including television/internet/OOH/newspapers/magazines, the Pxmart Fashion Bag Collection was unveiled, seizing the attention of young Taiwanese.

? Week 2: Real-world Experience. We opened a Fashion Bag Concept Store, offering a first-hand experience and the chance to buy the bags.

? Week 3: Touring Exhibition/Online Sales. Exhibiting the bags all over town in a glass display truck, we also sold them online on ecommerce websites.

? Week 4: “Fashion Bag Classroom.” When the limited-edition collection had sold out, we introduced a series of DIY tutorials on YouTube and our Facebook fan page, extending the popularity of the campaign.

The Pxmart Fashion Bag Collection turned saving money into youthful fashion

? The hugely popular Pxmart Fashion Bag Collection was featured in Vogue magazine.

? Within 3 weeks, the Fashion Bag educational video achieved over 3.6 million views.

? Store members under 19 years of age increased by 11%.

? Store visitors under 19 increased by 31%, age 20-24 increased by 20%.

? Sales revenues grew by 20%, crossing the major threshold of 100 billion Taiwan dollars for the first time.