Workhorses Only, Edition #13
How a Marketing Professor buys handbags
How many designer handbags do I, a 41-year-old marketing professor, own?
The answer is simple. The explanation is not.
One of the courses I teach as a business school professor is Marketing Strategy. In it, I help 260 Gen Z students understand how brands build value—not through materials or functionality, but through meaning. Brand value is the premium we’re willing to pay for intangibles: the identity, belonging, or status a brand helps us signal. The stronger the brand’s intangibles, the more margin and loyalty it earns.
Let’s consider two nearly identical pairs of leggings. Both are periwinkle, buttery soft, and compression material.
One is $108. The other? $28.
One has a teeny-tiny stylized “A” logo.
I ask my students, “What justifies the $80 difference?”
Students will start by defending the pricier pair. They’ll say the Lululemon version lasts longer, feels better, even comes with a warranty. I ask, “Okay—but how much of that $80 is really going toward better fabric?” They guess maybe $10. “Where’s the other $70 going?”
They talk about how much they love the shopping bag, the in-store experience, the free yoga classes at the park. I tell them: congratulations—you’re participating in a cult. We laugh, and then I press one step further. Even if $10 goes to better fabric and $25 to customer experience, there’s still $45 unaccounted for… that’s the brand value.
My working theory is that as a marketing professor I simply know too much to be romanced by “brand” anymore. Before almost every purchase, I run a quick internal calculation (the opposite of girl math). How much of the price is for the product itself, and how much is for status I receive from wearing this brand?
Non-Girl Math Calculations:
Scenario 1: I’m at a cool, independent bookstore. They’re selling a white sweatshirt that says “Book Nerd” for $48. My brain quickly calculates, Gildan sweatshirts are $8, printing is $5. Where is my $35 going? Intangibles! By wearing this I’m going to feel smug about shopping at an independent bookstore. I’ll feel unique because no one else will have this sweatshirt. In this case, I really like the “identity” I’m buying for $35. Sold!
Scenario 2: I need sunglasses. I could buy a polarized pair on Amazon for $12 or spend $255 on a pair from Krewe. I’ve worked in this category—I know the cost of goods. I’m buying online so no in-store experience. Warranty doesn’t concern me; I’ll lose them before I break them. That leaves $243 going toward brand value. And what would that say about me? That I’m wealthy? Stylish? Maybe. But given that I have lost all previously owned sunglasses, it mostly says I’m an idiot. I buy three of the Amazon ones and keep them stashed in the car, my bag, and loosely floating around my house. Every time I see another women wearing these classic sunnies, I think to myself “she’s cute and smart”.
Now that you’ve seen how my brain works, let’s turn to a category where brand equity runs especially high: handbags!
Handbags and Brand Value
This might be the ultimate case study in intangibles brand value. A bag is one of the most visible items we carry. It serves the tangible need of holding our stuff but it also has intangible value in defining and signaling our personal brand.
Like everything else in my life, I want a return on investment. I don’t need six options for “going out” or three types of crossbody. I need Workhorses.
With 10 bags, I am able to meet every daily function I have. There are a few tucked away in my closet that I didn’t mention because I wear them 1 or 2 times a year (like a clutch for a fancy event).
10 Workhorses Only Handbags
Purchased: 2017
My go-to for light-colored outfits in spring and summer. Works equally well for daytime errands or evenings out. I’ve never babied it, never treated the leather—and it still looks great. I would buy this again in 2025.
LOW: My friend bought this and the compliments are flowing.
LOW: Great top handle bag.
MEDIUM: Love the simplicity of this little buddy.
Purchased: 2015
Pairs with anything brown, year-round. Mostly used for going out. Would I buy it today? Probably not—it’s more logo-forward than I (now) prefer. But it’s functional, it’s paid for, and I’m not replacing it just to make a point.
LOW-ish: Coach made a comeback.
MEDIUM: This is a full body yes. My favorite in this entire round-up.
HIGH: Unique lines.
Purchased: 2024
I needed something minimalist and black—no logos, just clean lines. It does exactly what I need it to do, which is it goes with any black outfit. This purchase is symbolic of the evolution I’ve had as a consumer. Ten years ago, I was still looking to purchase intangible “identity”. Now at 41, I have my identity.
LOW: Was $150, selling for $60.
MEDIUM: I liked it in cream, I like it in black.
HIGH: If/when I get a new black bag, this would be it.
My spring/summer work bag. Fits a laptop and notebook. The straps are sturdy. This purchase feels very in line with my current day values. I want quality, no visible branding, and simple lines.
LOW: Wow, what a deal. Incredible brand. Was $198, with code $79.
MEDIUM: Three compartments, under $150.
MEDIUM: Love Everlane. Under $200 with sale.
Purchased: 2023
My fall/winter workhorse for work. I love the three compartments—especially the zippered middle one. It looks brand new even with my heavy use, and at under $150, it was a phenomenal value.
Purchased: 2024
I resisted this trend for a long time, but function eventually won. For mom-life it’s ideal. I wasn’t willing to spend $38 on Lululemon’s version when Quince had a nearly identical one for $25. Plus, no visible branding.
Purchased: 2022
Sometimes I need an indestructible bag that is a level above a canvas tote and this is it. If I have a ton of papers to grade, a laptop, notebook and hardcover book, I know these straps can handle it. When it’s not heavy lifting for work, this is my mahjong bag. It fits my tiles and racks!
Purchased: 2023
We used to be a medium-tote family. Then the kids got bigger. This serves as our “family stuff” hauler. Sturdy, reliable, monogrammed. I’ll take a family monogram over a brand logo any day.
Purchased: 2022
Our pool tote, and honestly the MVP of family travel. It’s carried everything from booster seats to groceries to souvenirs on the flight home. The waterproof lining is a game-changer.
Woven Straw Tote
Purchased: 2022
I bought this at a farmer’s market on our 10-year wedding anniversary trip in France. I pull it out every spring and summer when I want to lean into my “French girl at the market” fantasy. Is it practical? Not really. Is it delightful? Absolutely.
LOW: Can’t vouch for any of the Amazon straw totes so not including.
MEDIUM: Perfect, timeless shape.
Buying for the Long Term
I never want to come off as a puritan! As an example, I’m currently shopping for a work bag that doesn’t scream “work bag”. I spotted a chic friend carrying a Proenza Schouler Pipe bag and I’ll be searching for one second-hand.
Writing this Saturday column, Workhorses Only, holds me accountable. I want to be a smarter shopper—and help you become one too. That starts with questioning the default setting that we should always be upgrading and buying more.
I do admire a beautiful handbag. But when I think about increasing my budget for bags (or jewelry, or fancy skincare), I remember that version of me had a higher-paying corporate job—and less time for hobbies. That’s the tradeoff.
I’m guessing you have a handbag collection too—or you’re building one. Your categories might look different from mine, but here’s the key: identify the occasions you need to cover, fill those thoughtfully, and then stop. Once your needs are met, you are allowed to be content!
You don’t need a new swim tote or crossbody every season. But you do need time for joy and a hobby.
Confidently yours,
Marina
P.S. You can do something to help me that will take you less than 1 second. Please give this post a ❤️ if you found it valuable. It really, truly helps with discovery. 🙏
Every week, I take a different category or topic and boil it down to the best and most useful things. Here’s a few of my favorites:
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Favorites at my house include: Clare V crossbodies for every day, a couple of special formal bags (rarely used), and an assortment of Heather Taylor Home totes for tossing bigger things plus the crossbody into. Oh, and a giant mesh bag from Amazon for beach/pool/kid sports events.