1. The fanny pack. Back again?
Vintage 80's studded fanny packs

2. Target Market 15-30 yrs, students, bike commuters, city jobs
Age Range: years old
Occupation: Highschool and college students, white collar, desk jobs
Income Level: Styles available for all income levels, depending on fabric and details used in construction.

3. Customer Profile Music festivals Bike commuters City dwellers Artistic
The new fanny pack trend will be embraced to on-the-go hip city dwellers, public transit users, indie biking community, music festival attendees, artistic, eco-minded, and vintage wearing individuals. The customer will embrace the new fanny pack as an essential part of styling an outfit, rather than a strictly utilitarian accessory as it was in the past. The fanny pack customer may be looking for something that does not cause strain on the shoulders, or may be simply attracted to the idea of a hands-free purse.

4. Historical Perspective
1980's neon
2000's leather
In the eighties, they were known as the fanny pack. Today, they are being re-embraced under their new name, the belt purse. Originally designed for tourists and hikers, from neon nylon and heavy canvas, the belt purses of 2011 are made in leather with stylish details like tassels and gold accents.

5. Belt Purses: Growth Stage
With fanny pack's fancy new name, I feel the belt purse will continue to slowly crawl in popularity. Although it is available at mass merchandisers and discounters, the styles are not as high-fashion or available at all stores. Currently, many of the styles are only sold online.

6. Fashion Leaders . Comparison Shopping Trip
Fashion Leader-Store: Neiman Marcus
Gucci Belt Bags: $ (signature Gucci fabric, leather, canvas, additional pockets, embossed closures. Made in Italy )
Mass Merchandiser-Store: Urban Outfitters
Discounter-Store: Target

7. Mass Merchandiser Mass Merchandiser: Urban Outfitters
Ecote Distressed Leather Fanny Pack: $39.00
(Leather, mixed metal closures, well made)
Matt & Nat Canvas Fanny Pack: $95.00
(Cotton, PVC, recycled plastic lining, faux leather trim, eco-friendly)

8. Discounter Discounter: Target Passport Faux Leather Hip Bag: $25.00
(Faux Leather, zip pockets, cheaper closures and construction)

9. Prediction Essay
Like it or not, the fanny pack is on its way back with a vengeance. Through my research and discussions with real shoppers, it seems that in the past few months, people have began to up to the idea of the pack's return. I believe this has been a trickle down effect from the belt purses that have appeared all over the runways in Designers like Marc Jacobs have taken the pack away from its tourist roots, and incorporated it into chic outfits. Viewing style blogs covering the recent Coachella Valley Music Festival made it apparent that fashion forward individuals have grabbed the trend and ran with it, incorporating the fanny pack into glitzy getups backstage, or dressed down indie looks in the crowd.
I believe that over the course of the year, the belt purse will crack the mainstream. With summer approaching, many women will gravitate towards the care-free feeling of not having a purse on their shoulders, opting for chic belt purses to accent their summer dresses and rompers, while hopping around museums, taking taxis across town, and attending bonfires at the beach. By late summer, packs will be available in a wider variety of colors and materials, while staying smaller in size to distinguish themselves from their strictly utilitarian tourist ancestors. The belt purse will be even more popular as the fall season rolls around, with leather varieties and earth toned canvas prevailing as the ultimate accessory to cooler season outfits.