How unique is your designer handbag? Is your Fendi more popular than a Louis Vuitton or is your Prada more sought after than a Chanel?

In December 2007 The Luxury Institute of New York released its list of the 26 most recognizable bags entitled “Handbag Brands 2008.” In it there were a few surprises.

This report analyzed which brands consumers were most familiar with. "As far as status goes, this is probably one of the most important fashion categories – it's the one that really shows off who you are, no matter how you are dressed," said Milton Pedraza, the Luxury Institute’s chief executive officer.

The Top Designer Bags

The top 12 designer bag brands included Burberry, Chanel, Coach, Dolce & Gabbana, Dooney & Bourke, Fendi, Gucci, Hermès, Kate Spade, Louis Vuitton, Prada and Ralph Lauren.

The list was compiled in an attempt to measure social-status, exclusivity and quality. Nearly 800 “luxury” consumers took part in the research, with an average net worth of just over $2 million.

The Results of Research

Final results determined that “the wealthier the consumers are, the more unique they want the bag to be," said Milton Pedraza, as sought-after designer names like Chanel, Ralph Lauren and Fendi emerged lower on the recognizibility list with 45%, and Hermès coming last with just 36%.

“This implies that the higher the brand on the list, the less desirable for really rich people.” Says Conde Nast’s Portfolio.com in their 11th December article, “The Big Bag List: So In, They’re Out”. So a Hermès, Chanel or Fendi bag would be more exclusive in these terms, as they proved less recognizable than a Kate Spade (48%) or Prada (54%).

Most Recognized Brands

Top of the list of consumer recognizibility was Coach at 76%, Louis Vuitton at 63% and Gucci at 61%. “Absent from the top 12 were some big bag names like Balenciaga, Marc Jacobs, Bottega Veneta and Tod’s,” says Portfolio.com

With Coach and Louis Vuitton establishing themselves as the highest ranking of the most recognized brands, it proves that the distinctive LV monogram, initially created by Vuitton’s son George, in an attempt to outsmart counterfeiters, has become an integral and very recognizable part of our consumer society.

Louis Vuitton Luggage

Louise Vuitton (once an apprentice to a Parisian trunk maker) has come a long way since he emerged in the Victorian era by designing the first steamer bag and passenger luggage that was convenient and practical for travelers on the steam ships of the day.

According to Stephanie Pedersen, in her book Handbags, what ever woman should know, (David & Charles 2006), Vuitton was “frustrated with the day’s awkward luggage and created flat, stackable steam trunks that could be stowed securely in a ship’s hold.” Almost overnight, according to Pedersen, Louis Vuitton became the luggage choice of the wealthy with the Empress Eugénie, wife of Emperor Napoleon III and her friends loving the practicality of the trunks.

Hankering After a Hermes

As current celebrities such as Victoria Beckham, Brittany Spears and Katie Holmes have proved, Hermès is one of the most sought-after exclusive brands of the century, (confirmed by its low ranking on the 2008 recognizibility list.) According to Purseblog.com, Beckham is said to own more than one hundred Hermès bags, and has spend more than $2 million at Hermès.

If you hanker after a Hermès Birkin you are likely to be in for a long wait. In 2006 Hermes closed their Birkin bag waiting list, which was several years long, says Pedersen in her book, Handbags.

Handbag Trends for 2008

If the findings of the New York Luxury Institute reflect consumer habits, then it seems that high-street fashionistas are more likely to buy a recognizable Coach, Gucci or Prada for this season's handbag trends.