LeSportsac relaunching basic collection of bags

LeSportsac has announced that they will be updating their basic collection of bags by tweaking the silhouettes, bringing in lighter weight materials, and enhancing functionality features. The brand, which just celebrated their 40th anniversary last year, is giving a whole new twist to their classic styles.

One of the company's signatures is their use of a ripstop nylon parachute material to construct their bags. Instead, the company will now be using a microripstop fabric that's lighter, has a subtle sheen, and holds color better. The company has also announced that they will also start focusing on creating a cohesive collection of solid and classic prints including gingham, dots, and checks.

The bags will also no longer contain a lining, but, rather, the interior will now be coated with a metallic silver or pearl color. Zippers will also have a coating, and the hardware will now be constructed from aluminum instead of plastic.

In terms of making the bags more functional, the bag trims will now be made from a slip-resistant cotton-blend material, and the straps will also be wider so they are more comfortable to carry. In addition, the bags will also boast more pockets to accommodate for the growing number of gadgets customers have nowadays. The LeSportsac weekender bag which originally had four pockets will now have nine.

The brand's logo has even been changed, and will be updated to be printed in a metallic silver ink.

The redesign also means higher price points for the brand, with a reported increase of 20 to 25 percent for prices. Price points for the bags now range from 20 dollars to 200 dollars. Beginning Saturday, December 12, 2015, the bags will be stocked at the company's SoHo store.

In regards to the reason behind the new take on their bags, D'Arcy Jensen, LeSportsac's vice president and global creative director told WWD that “We really looked at the evolution of technology and the popularity of activewear and we saw an opportunity to elevate the brand." He went on to add that “It was a modern and innovative product back in 1974 and we wanted to reimagine what that looks like today.”

In terms of attempting a growth plan and their current business figures, LeSportsac reported their sales figures were flat last year, and they are attempting growth through e-commerce and assessing growth opportunities in China. The Chinese market isn't doing as well as the retail sector hopes, so plans for growth in China could potentially be on pause for a while.