Belt Bag

While leading product initiatives in the travel bag space, we noticed a gap in our offering: customers were seeking a hands-free, functional and secure bag that could transition seamlessly from everyday use to travel and active lifestyles.

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Competitor products either lacked style, felt bulky, or didn't meet basic utility needs (like secure compartments or adjustable sizing). We saw an opportunity to fill this whitespace with a belt bag that combined form, function, and versatility.

As the Product Manager, I led the concept development and go-to-market execution for the belt bag from idea to launch. My responsibilities included:

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● Conducting user and market research

● Defining product requirements

● Collaborating with design and sourcing teams

● Managing the production timeline and vendor relationships

● Coordinating with marketing for launch and positioning

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My team consisted of 1 designer, 1 sourcing lead, and 1 brand/marketing partner

Using a mix of qualitative and quantitative data, we looked at examples of success in the travel bag space, along with the consideration of customer feedback and market trends.

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● Competitive Benchmarking: We analyzed top-selling belt bags from 5 brands, noting price points, materials, feature sets, and reviews.

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● Pain Points Identified:

o Limited adjustability (fit issues)

o Lack in size options (too big or too small)

o Inadequate internal organization, no security features.

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These insights helped define our product opportunity and core requirements.

Working cross-functionally, we ideated on a belt bag that would address the key pain points while offering a stylish, elevated aesthetic.

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Key Decisions:

● Offer a size in between the 2 most popular sizes (1.5 liter)

● Design with all recycled materials to meet our core customers values of sustainability

● Include multiple zippered compartments for added security

● Adjustable strap that is inclusive of all body types

● Design should be optimized with custom branding in mind

Through the ideation process we were able to come up with our ideal belt bag which we then brought to our product development consultants.

Partnering with product development consultants, we reviewed:

● Requirements and target pricing

● 3D sketches, prototypes, materials, and zipper/hardware options

● Conducted fit testing on diverse body types

● Validated design through usability testing (e.g. ease of access while worn, security of items inside)

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We chose minimalist branding and trending muted tones to appeal to a wide range of customers.

We positioned the product as part of a Summer Active Essentials capsule, aligning with seasonal buying behaviors.

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Roadmap Highlights:

● Phase 1: MVP prototype testing with internal team & VIP customers

● Phase 2: Limited run for early access customers

● Phase 3: Full-scale production + eCommerce and in-store launch

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I created a 12-week roadmap in collaboration with sourcing and design to manage vendor timelines, sample iterations, and testing cycles.

We executed a phased launch:

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● Custom Preorders: Offered to our custom customers for early ordering in time for their busy selling season

● Distribution Marketing: Partnered with our main distributor to start marketing and promotion

● eCommerce Launch: Featured as the hero product in the Summer campaign

I coordinated across eCommerce, retail, distribution, and marketing to ensure a consistent story and smooth rollout.

The belt bag outperformed expectations across key metrics:

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● Sell-through rate: 2x higher than expected through distribution

● Revenue: 2.3x higher than forecasted for accessories in Q2

● Repeat purchase rate: 22% of buyers returned to buy a second color

● Customer feedback: Highlighted the versatility and premium look/feel

What worked:

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● Grounding decisions in user research led to strong product-market fit

● Limited early release helped build momentum and reduce risk

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What I’d improve:

● Launch could’ve been even stronger with earlier retail release and influencer marketing

● Better forecasting would have allowed us to capitalize on sales (we sold out quickly)

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Next: Based on success, we’re expanding into new colors and prints, as well as expanding our travel inspired product lines.

Designed and launched a premium, multi-functional belt bag with an 87% sell-through rate, exceeding revenue targets by 2.3x and becoming a top-performing accessory in the seasonal line.