Adjusting to market changes is one of the most challenging tasks facing marketers. In particular, deciding whether customers are truly adopting a new trend for the long haul or just experimenting with a temporary fad can make for long meetings among company personnel. Why? Because depending on the trend the change may be so significant a company, and possibly an industry, may not survive.
For instance, in the early 1900s, buggy whip marketers disappeared when automobiles became the principle method of transportation. More recently, video rental retailers, that first offered VHS tape products and DVDs, were pushed out by cable television and online video. And, of course, there are many, many other examples.
So it is with great interest that we see what could be another product category destined for retirement. According to this Advertising Age story, the traditional businessperson briefcase may be on the way out. Its replacement could be the backpack or some form of over-the-shoulder carrier. The reason for this appears to lay with consumers' need to access mobile devices as they are walking or otherwise traveling. That is, most people cannot easily carry a briefcase while also texting, talking on their mobile phone or web surfing.
This trend must be causing deep concern among briefcase marketers. They must be struggling to decide whether to continue to spend on marketing traditional briefcases or shift their focus to over-the-shoulder models. The stakes in making the right decision and doing it in a timely manner may be the difference between staying in business or looking for a new job.
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