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Uniqlo’s viral $20 bag is being named the ‘Millennial Birkin’

Copyright Source: Yueke Tue, May 14, 2024

PHOTO: Yueke

A $20 crossbody bag from Uniqlo, capable of holding a 300-page book, a small umbrella, keys, a phone, a wallet, an EpiPen, and headphones, has been nicknamed the “Millennial Birkin.”
This “Round Mini Shoulder Bag” has become a favorite among a younger generation that values fit, function, and quick access, even more than the iconic Hermès bag, which costs at least $11,000 for its smallest size.
In 2022, TikToker Caitlin Phillimore-Price showcased how much her Uniqlo bag could hold, propelling it to cult status. Her video, viewed over a million times, spurred immediate purchases from TikTok users.
“Legit just went and ordered straight away,” one shopper commented.
Kanoko Takenokuchi, Uniqlo's global merchandising director, discussed the viral impact of Caitlin’s video with Bloomberg. The bag, originally released in 2020, soared in popularity only after Caitlin’s endorsement.
“That was the moment I realized the power of social media,” Takenokuchi said. She emphasized the importance of customer-loved products over traditional advertisements, creating a cycle of increasing demand.
Takenokuchi, working under Fast Retailing Co, noted that the shoulder bag remains a top-seller in multiple markets. Taku Sugawara, a financial analyst at Iwai Cosmo Securities Co, highlighted its affordability and value as key selling points.
Two years into its hype, Condé Nast Traveler writer Sarah Leigh Bannerman, who usually buys designer items, praised the Uniqlo bag. In her 11 January 2024 review, she noted its light weight and comfort.
“A feature often overlooked, especially when shopping online, it makes the weight of travel essentials manageable. Comfort is also key. The curved shape sits close to the body and offers a feeling of security,” Bannerman wrote. She concluded that the bag is “the perfect travel companion and is now the most practical small bag I own.”
Uniqlo plans to expand their promotional efforts with more custom offerings, such as “Irn-Bru” embroidery in Edinburgh, Scotland.
“To make a product that will be loved for a while, we have to think hard and come up with new ideas for it because that’s part of the fun for the customers,” Takenokuchi said. She believes the bag is not just a passing trend but a staple that will remain in people’s lives for a long time.
NEXT: How young people killed the phone call
Once upon a time, a phone ringing was exciting. Now, it can cause panic, especially for younger people. A Uswitch survey of 2,000 people revealed that a quarter of those aged 18 to 34 never answer calls. Many ignore them, Google the number, or text back instead. Nearly 70% of respondents prefer texts over calls, and 37% favor voice notes. Over half admitted that an unexpected call makes them fear bad news. This phone anxiety is common. At 29, I see my peers terrified of phone calls. We rarely use our phones for actual calls anymore. Recently, I texted a friend asking, "Can I call you?" His reply: "That's the most terrifying message you could send." We ended up messaging and sending voice notes instead. When another friend called days later, I let it ring and messaged her back, even though I felt lonely. The anxiety of talking on the phone was too much. Ali Korsan, 24, says, “Whenever I get a phone call, my heart skips a beat. For Gen-Z and others used to texting, phone calls demand immediate attention.” Even older generations feel this way. Sharon Olivero-Chapman, 47, never calls without warning. She views unannounced calls as disrespectful, preferring to schedule conversations. For friends and family, she sends a text first. Our online-first culture has normalized certain communication methods while making others seem outdated. Barbara Santini, a psychologist, notes, “The shift away from phone calls reflects broader societal changes and technology. Instant messaging, video calls, and social media offer convenience and interconnectedness, making them appealing alternatives.” Texting can be efficient, allowing careful articulation, useful in conflict resolution. However, it can also cause anxiety. Instant messaging, with features like read receipts and “last seen” notifications, can create unnecessary stress. Sonja Sha-Williams, an Ayurvedic practitioner, points out, “Texting is unemotional and can be misinterpreted. Voice tones convey meaning and foster familiarity, which is lost in text-based communication.” Misunderstandings are common in texts. A phone call, though nerve-wracking, allows clearer, more direct communication. Santini adds, “Phone conversations offer tone and pacing that convey emotional cues, fostering empathy. Texting lacks these nuances, leading to misinterpretations.” Avoiding phone calls can harm relationships and increase feelings of isolation. A 2020 study found that online communication can lead to information overload, pushing people away. Santini explains, “Text-based communication provides control and distance, which may ease anxiety but impede developing essential communication skills.” Reviving phone calls can improve our communication skills and reduce isolation. Start by calling close friends and family to build confidence. Prepare notes if needed, and focus on active listening. Next time you feel lonely, try calling instead of texting. The conversation might be more fulfilling, and the other person might appreciate the connection too.

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