Revealed: The best-sellers inside women's handbags: How iPad, sunglasses and perfume make up essential content
- - A woman’s handbag and its contents costs on average £1,210
- - The necessary items include an iPad, perfume and £130 sunglasses
- - These 'essentials' are carried in a £250 'average woman's handbag'
By SEAN POULTER
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If you’ve ever wanted to know what makes your other half’s handbag weigh a ton, wonder no more. But be warned – the cost of it all is quite substantial too.
A woman’s ideal bag, together with its long list of essential contents, will set her back precisely £1,209.99, according to an analysis by John Lewis.
After identifying its best-selling products of the past year, the department store has compiled a list of what can be found in the typical woman’s handbag.
And despite the considerable cost of buying it all, the study concluded that women are taking lifestyle inspiration from more down-to-earth celebrities, such as the Duchess of Cambridge, rather than the likes of Victoria Beckham and other flashy footballers’ wives.
The most popular handbag was a practical black tote from high street brand Ted Baker, costing £249.
Inside, essential items included a John Lewis Emma leather purse, a small Fulton umbrella and a scarf from the store’s Somerset line by Alice Temperley, a favourite designer of the duchess.
In a sign of the times, the typical John Lewis woman will pack an iPad mini tablet computer, costing £499, as well as her mobile phone.
She allows herself a few luxuries too, packing £130 Ray-Ban sunglasses and a £55 bottle of Coco Mademoiselle perfume from Chanel.
Her beauty essentials include Clarins’ anti-ageing Double Serum, Liz Earle Superskin moisturiser, Bobbi Brown lipstick, a ‘They’re Real’ mascara from Benefit, and an Yves Saint Laurent Touche Eclat concealer.
And provided there’s space, the typical woman customer will also pack a Tangle Teezer hairbrush, the most popular one in store.
The John Lewis report into its top-selling products provides a valuable insight into how families are managing their shopping budgets as increases in bills continue to outstrip earnings.
Across the store this year, status-symbol products such as 3D televisions fell out of favour, while designer handbags with logos also saw sales dip.
The study concluded: ‘It is a post-Sex And The City, post-WAG fashion landscape, where over-the-top fashions and brash glitz and glamour have been replaced with modern icons such as Alexa Chung and modern royals like the Duchess of Cambridge.’
Andy Street, John Lewis’s managing director, said: ‘By opening this data up to the public, we hope to offer some real sociological insights.’
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