Look Inside a Woman’s Purse

Kelley Styring's study on American purses and their meaning - both practical and personal - reveals an untapped potential for innovation in this market. With a staggering 271 million bags in circulation, and the contents of the purse often prone to deterioration or disorganization, there is room for improvement in both the physical design of the purse and the integration of digital technologies. Smart purses that open with useful information or establish RFID silence to protect personal information are just a few possibilities. Styring's research also reveals the potential for brands to make a lifelong customer by targeting the formative years of early teen purse-users.