Baggu then eventually shifted production to a “family-owned factory group” in China that it has worked with for more than 10 years.
The year they launched, the fledgling brand had a course-altering stroke of good luck when it got a one-page spread in the August 2007 issue of Teen Vogue and an influx of orders.
The company’s first customers were teenage girls, who connected to the brand’s accessible price point ($8 at the time), the ability to choose the colors that spoke to them and, perhaps most important, its eco-conscious ethos.
The teen girls who formed the backbone of Baggu’s first customer base may be all grown up, but Gen Z has taken their place.
Now, instead of a splashy Teen Vogue spread, there’s TikTok, where enthusiasts’ posts serve as user-generated marketing for the brand.
Persons:
“ There’s, ”, “, Sugihara, Baggu, Z, there’s
Organizations:
Teen Vogue
Locations:
San Diego, China