They sell out instantly at a pace of "one every two seconds"! The reason why this sacoche made by a leather brand with all its heart is so popular!
They sell out instantly, at a rate of one every two seconds! The reason why this sacoche made by a leather brand with all its heart is so popular!
2024/05 HushTug Editorial Department
The sacoche is a popular small bag that can hold items that fit in your pocket.
Did you know that a sacoche made by a certain leather brand is selling like hotcakes right now?
Let me introduce myself again. My name is Nakajima and I am a designer for the leather brand HushTug.
This is a sacoche that HushTug released last year, and we're grateful that a lot of people have purchased it.
When it was first released,
・Sold at a rate of one every two seconds,
・It sold out immediately,
・We received an average review score of 4.4/5.0.
Even now, more than a year later, we are still receiving positive feedback.
This may sound like I'm just bragging, but I'm not!
Because this sacoche
"A sacoche that was born from a group of customers coming up with ideas and that the customers themselves really wanted."
That's it.
-How did the wildly popular sacoche come about?
-What makes it different from a regular sacoche?
I would like to reveal the story of how the HushTug sacoche became a popular product.
Please read to the end.
I decided to make the ideal sacoche! But I ran into a problem...
Normally, when I plan products for HushTug, I let my imagination go wild thinking, "If I were to use a product, I'd want something like this..."
Of course, we also research other products, but ultimately we rely on the intuition of ourselves and other employees.
However, as we got started on planning the sacoche, a problem arose.
A variety of opinions were expressed by employees, but upon listening carefully,
None of us had ever bought a sacoche before, and hardly ever used one either...
First attempt! Holding a planning meeting with a client
So we came up with the idea of collaborating with customers who really wanted a sacoche .
When we reached out to customers who had previously purchased HushTug products, many of them immediately offered to help.
More than 10 people gathered at the planning meeting to share their opinions about "the kind of sacoche that we really want."
Planning meeting with the client
・Simple design is good
-Size that can hold a wallet and small items
- It is better if it can be closed with a magnet
Many opinions like these were expressed, and expectations were building within HushTug, with people thinking, "This could be an amazing sacoche..."
The first sample is complete! But further problems arise
A few weeks later, the first sample (prototype) was completed.
The sacoche, which incorporated customer feedback, is functional and highly refined.
However, despite its perfection, there was a long period of silence among the HushTug employees when they saw the sample...
it is,
The problem wasn't that they had made a bad product, but that it was a good product but too expensive.
Although it was a genuine leather product, a small bag like a sacoche was priced at over 20,000 yen, so we didn't think it was a product that met the customer's expectations.
What did your customers really want?
If you pack in all the features you want, the price will be higher.
I need to narrow it down to just the important parts...
Thinking back to my conversations with customers, I noticed three key things they all had in common:
- Simple design - High-end feel - Low price
We can't accommodate every opinion, but we will create something that fulfills these three requirements 100%.
"An extremely simple genuine leather sacoche that feels worth over 20,000 yen but can be purchased for about 10,000 yen."
That was the moment when a clear concept was formed.
After making many samples, we finally created the "ideal sacoche."
Although the concept was in place, the road to realizing it was a tough one.
If you want to make a high-quality product using genuine leather, the price will be higher.
After actually doing some research, we found that "sturdy genuine leather sacoches from other brands sell for over 30,000 yen."
How can we lower the price while maintaining ease of use and luxury?
We spent hours talking, brainstorming ideas, and making samples over and over again.
This is the result of that process: the sacoche shown here.
To be honest, there were so many setbacks and difficulties that it's impossible to list them all in this article, but in the end we were able to complete a product that we can proudly release.
The number of pre-orders was unprecedented for the first sale! 90% of the orders were favorable, and the product quickly became a hit.
However, we still feel anxious because we won't know until the product is released whether customers will actually like it.
However, when we announced this to customers who had previously purchased the product, they purchased one every two seconds, and the several hundred units we had in stock were quickly sold out.
Furthermore, most of the reviews from customers who have purchased the product are highly rated, with over 90% giving it 4 stars or more .
Actual reviews
(You can slide it sideways)
Also, when we talk to our customers, they seem to be particularly satisfied with the "good value for money ."
At HushTug, we handle all of the processes from product planning to sales to after-sales support in-house, adopting a business model that minimizes unnecessary costs.
Because there are no middlemen, it is possible to create a sacoche that is very cost-effective.
In addition, HushTug offers peace of mind support , allowing you to return or exchange the product free of charge for any reason within one month of purchase, no matter how much you use it .
HushTug products are not sold in department stores or shops, so they can basically only be purchased through their online store.
・I want to try a genuine leather sacoche, but I don't know if it will suit me...
・I'm worried about buying online because the product might be different from what I expected.
For such people, we offer a 30-day free return or exchange policy, regardless of the reason or how much you have used the product .
Since returns are free, you can't go wrong, so if you're considering buying a sacoche, be sure to give it a try.
