HERSCHEL LIFESTYLE BACKPACKS S/S 2025 PREVIEW

Retail Buyers Guide: Lifestyle Backbacks S/S 2025 Retail Buyer’s Guide
Brand: Herschel
Interviewee: Adam Mansell, VP International

What are the main current trends in the lifestyle backpack market?
With the unpredictable weather across Europe over the last few years, weather resistant bags are standing the test of time. Consumers are wanting a backpack that looks smart and stylish for work, but can also withstand an unexpected downpour – whether commuting on the train, walking or by biking – they want to ensure their belongings stay dry. Looking at our sales for our biggest online retailers over the last 6 months, we are consistently seeing sales of backpacks with a tonal logo in our top performers. Consumers are wanting more subtle branding, with the quiet luxury trend dominating the high end handbag market over the last few seasons. When speaking to our key accounts, we are also seeing more and more consumers asking what warranty brands are offering on the bags. With more and more brands focused on sustainability, consumers are now demanding that not only are materials sustainable, but can a brand stand behind the quality of their product. We are seeing a trend for smaller, female focused backpacks in the market. Consumers are after a more feminine silhouette, along with more traditionally feminine & muted pastel colourways. Throughout Europe we are also seeing an increase in sales of tote bags across womens, but also a big growth for our male category – with more and more men sporting totes on their way to work.

What were your best sellers in SS24?
Herschel Retreat™ Small Backpack – this has become increasingly popular with our female customer due to the size. Our Herschel Survey™ Backpack in Weather Resistant has been a consistent top performer – particularly for the commuter who wants a stylish, yet practical bag for any unexpected downpours. The Herschel Little America will always remain an iconic style for us, we’ve seen particular growth in our black tonal colourway & our mid volume size to cater to both male and female customers.

How are you segmenting your SS25 lifestyle backpack collection and what are the price points?
We segment our core line by:

Premium (This includes our Herschel Retreat™ Backpack,Herschel Seymour™, Herschel Little America™ and Herschel Little America™ Mid). Price point is £90 GBP – £115 (€100 – €130)
Mid-Range (This includes our City, Herschel Nova™, Herschel Retreat™ Small, Herschel Heritage™ Backpack, Herschel Survey™ and Pop Quiz Backpack). Price £55 – £85 (€65 – €90)
Classic – this consists of our Herschel Classic™ Mini, Herschel Classic™ Backpack and Herschel Classic™ XL styles. Price point £45 – £60 (€50 – €65)

Which style(s) do you expect to grow the most in SS25?
We expect to see our Weather Resistant line to continue to perform well – in particular the Herschel Survey and City Backpack. Both of these are constructed with recycled materials (post consumer water bottles), and a matte coating. They also have a laptop sleeve, which makes them the perfect commuter bag. In addition we are forecasting growth in our Herschel Retreat™ range, due to this being a more feminine shape. This style comes in 3 sizes – mini, small and standard. Also using our EcoSystem™ fabrication (made from post consumer water bottles) – and feature the signature Herschel Straps. We are also seeing the 90s nostalgia trend remain strong, so have introduced our new Cove Messenger style. It’s a versatile bag with easy access pockets and organizers for daily essentials, and is perfect for laid-back city journeys & commutes.

What are the most important technical features in your SS25 lifestyle backpack collection?
Our entire backpack range all sits on our EcoSystem™ fabrication – 600D polyester made from post consumer water bottles. A lot of our bags also have a key clip, water bottle pockets, and internal organization systems such as fleece lined & hanging laptop sleeves to keep belongings organized and safe when travelling through the city. 2025 also sees the introduction of our Herschel Outdoors Equipment range, a technical range which covers your needs whether you are a city dweller taking a casual hike, or see yourself shredding the slopes. Our All Season Backpack is made from our EcoSystem™ fabric, has a removable sternum strap with rescue whistle, and is hydration reservoir compatible. It’s very much a fashion meets function range, which we’re excited to launch into the market from October.

What materials are you using in your SS25 collection?
All bags sit on our EcoSystem™ fabrication – 600d recycled polyester made from post consumer water bottles diverted from landfill

What silhouettes are you featuring in your SS25 collection? Any construction techniques you’d like to highlight?
In terms of newness, our key silhouette is our new Cove Messenger style. Our take on the nostalgic 90s trend which is still strong in the market. Both the lining and the outer materials are made from our recycled EcoSytem™ fabrics. It also features a padded floating laptop sleeve, an internal hook-and-loop strap to secure tech, along with a zippered top lid pocket with key clip.

What colours and prints are you featuring in your SS25 collection?
Our core line see’s the introduction of skipper blue – inspired by the soft hues of moonlight blended with the glow of city lights. It evokes the tranquility of summer nights spent in the city or in nature. We’ve also drawn inspiration from fresh green hues found in glacial lakes, pools, rivers and Pacific ocean for our Iceberg Green colourway. Prints continue to perform well for us, so we look to continue with our Woodland camo print, inspired by our connection to the outdoors – this print remains integral to Herschel’s DNA. We also see the introduction of a city inspired camo print called ‘shadow pixel’ – a geometric print which takes inspiration from the interplay of shadows cast in forests and on buildings. Finally, we see the soft vintage trend continuing through the introduction of our floral tapestry print – a vintage inspired floral print often found on tapestrys.

What efforts are you implementing towards sustainability?
After experimenting with recycled and plant-derived materials for four years, we launched our EcoSystem™ range with our Heritage Hardshell luggage. The impact-resistant and durable collection is built with 100% polycarbonate EcoSystem™ Hardshell, made from 70% recycled road barricade material, and was the first step towards developing a permanent range of conscious materials. In the last year, we launched our New Classics line into market, a complete redesign of our signature product range, all updated with our EcoSystem™ 600D Fabric and Liner – which is made from 100% recycled post-consumer water bottles.

How will you be supporting retailers with the SS25 sales?
We will be looking to launch a new SIS concept, which is more in line with our vertical retail stores. We have a digital tool kit online which all accounts have access too – this includes campaign stills, videos, templated windows, along with VM guidelines and staff training tools. We are working closely with buyers to provide planagrams for key stores, this supports the merchandising team in understanding our optimal SKU count & ensuring stock is consistently replenished in stores. It’s also a great way for store teams to easily see how best to visual merchandise if our teams aren’t able to visit the stores frequently themselves. We are launching a global gift with purchase back to school programme this year, which is supported with digital & in store assets. This is something we are looking to continue with for SS 25.

What marketing stories do you have in your SS25 collection?
As we head into 2025, we continue to build our creative momentum with “Life’s a Trip” which we launched in January 24. This is the basis from which we build our creative and campaign concepts to speak to our audience. It’s really about letting yourself go out into the world and being open to how much you’ll change it – expanding your mind through travel or doing things you never thought possible. Really experiencing the world and life outside of your phone. Our primary campaigns for S1 25 will be our Herschel Outdoor Equipment – this campaign launches in October 24, and will continue to be a key focus through to the end of January 2025. We will then transition into a focused travel campaign from February – which is primarily featuring our luggage and tech collection.

Key Products:

Herschel Survey™ Backpack in Weather Resistant:
Made for your daily commute. The Herschel Survey™ Backpack is made from 12 post-consumer water bottles and a matte TPE coating. It features a 15/16” laptop sleeve, dual water bottle pockets and internal key clip & coated mesh organizer pocket.

Herschel Survey

Herschel Retreat™ Small Backpack in Skipper Blue:
Small backpack, big personality. Created for busy lives, the alpine inspired Retreat Small Backpack carries your tools and tech and is made with 100% recycled EcoSystem™ fabric. It also features a padded floating laptop sleeve for a 13/14” laptop.

Herschel Retreat

Cove Messenger:
Simplify your commute. Made with recycled EcoSystem™ fabrics, this messenger is built with a padded laptop sleeve to protect your tech. Featuring pockets, organizers and an adjustable crossbody strap, it provides easy access to your belongings and moves with you while you’re on the go.

Cove Messenger