The Reason Behind the Surge of Women Using the Coleman "Walker" Series Backpacks for Everyday Use

Coleman started its business with a rental lamp service and has since expanded into various outdoor gear offerings. The brand's classic series, "Walker," has recently seen a significant push towards women, evident in the frequent use of female models on the official site. This shift is largely due to the growing popularity of outdoor activities among women.
 
What makes the "Walker" backpacks so appealing to women? We spoke with Ayako Ito from the marketing department to find out.

The Classic Series Born from the Desire to Enjoy Trekking

Coleman, founded in 1900, released its first backpack in 1996. The concept was to make trekking accessible to everyone, prompting the development of trekking gear, including backpacks. The "Walker" series debuted eight years later in 2004.

"The origin of the Walker series was backpacks with a capacity of 20 liters and 25 liters. Over time, we've expanded the variety of sizes, including 15 liters and 33 liters, while maintaining our initial concept," explains Ito.

Now a staple at Coleman, what specific features do the latest backpacks have? Ito highlights the "thorough quality control" as a key point.

"The fundamental idea behind Coleman items is to ensure that people can enjoy the outdoors comfortably. This principle is deeply embedded in the Walker range, and compared to other items, our focus on quality management to achieve comfort is particularly strong, with rates of defective products being below 0.1%."

Updated for Easy Urban Use with High Functionality for Outdoor Scenarios

In terms of design and function, the basic construction remains unchanged since the initial release, including the exterior appearance, the number of main pockets, and a purposely coarse mesh on the back to prevent moisture buildup. However, detailed updates have been made to adapt to changing times and user demands.

"The front pocket has been redesigned without a gusset for a more streamlined look. Additionally, we've changed the material from the traditional ripstop fabric to a shiny twill nylon for a modern appearance."

"Regarding updates made in response to customer feedback, we have adjusted reflector placements and reorganized pocket configurations. Reflectors, which were previously located on the sides or bottom of the backpack, have now been relocated to the shoulder areas and the zippers of the front pocket based on customer requests.

"The front reflector might go unnoticed until light hits it. While maintaining Walker's traditions, we've made it stylish for urban use. We also added sections for pen storage and a PC sleeve in the pockets."

Moreover, we are introducing trendy new colors each season. This year, we've added color variations like "White Herringbone" and "Vintage Blue."

"While maintaining basic popular colors like black in our main lineup, we've chosen new colors that would appeal to women and serve as accent colors based on current trends."

"We often receive feedback from customers that the number of pockets makes it very convenient to use. In terms of appearance, the fabric's properties make it resistant to scratches and show less damage, as well as being less prone to deformation, which contributes to a good aesthetic."

The Surge in Support from Women Began in 2009

Initially, the primary customer base for "Walker" was male, but now there has been an increase in female buyers, with women accounting for nearly half of the purchases for "Walker 25" and "Walker 33."

"Regarding the design of the bag's back, the '25' is tailored for women and the '33' for men; however, following the recent oversized trend, the '33' has also been widely accepted by female customers," explains Ito.

"The acceptance of the 'Walker' series by women began in 2009, when we launched a product lineup featuring 10 colors. The following year, it gained popularity under the name 'Colors.'

"Originally, the 'Walker' backpack was primarily colored in white, red, and black, but after expanding the color variations with 'Colors,' popularity among female customers involved in trekking began to grow."

Moreover, the popularity among women accelerated due to the promotional activities conducted in 2020 featuring female influencers. Support among women broadened, not just for trekking but also for backpacks suitable for urban use.

"While 'Walker' originally didn’t target a specific demographic, the 2020 promotion revealed that women's needs were far greater than anticipated. Furthermore, since women have a strong ripple effect, we increasingly featured women prominently in the visuals on our official site," says Ito.

Affordable Prices & Trendy Colors Make It Popular Among Female Students

In recent years, there has been a growing demand from female students.

"Students, who often tend to carry a lot of items due to extracurricular activities, frequently make purchases. The fact that they are sold in accessible stores such as Loft and Hands, along with the pricing of 'Walker 25' in the 7,000 yen range and '33' in the 8,000 yen range, which is relatively affordable compared to other outdoor brands, contributes to their appeal, along with high functionality and trendy colors," explains Ito.

"Moreover, since 'Walker' has been sold for over 20 years, the accumulated reviews play a significant role. I believe this makes it easier for customers to consider and purchase even when shopping on e-commerce sites," Ito analyzes.

"We plan to continue refining products based on feedback from customers and buyers we receive in shops."

"Walker" is set to evolve further while inheriting its historical legacy with ongoing refinements. It will undoubtedly remain a strong ally for women, even as they transition from students to working professionals.