They say imitation is the highest form of flattery, so IKEA must have been sincerely flattered by Balenciaga's much-maligned $2,145 blue "shopper tote" that went on sale last week. While the premium price tag associated with the tote might imply a premium quality item, in actuality, it was little more than a bag made to look almost identical to IKEA's $0.99 "Frakta" shopping bag. The Internet had a field day chuckling at the Balenciaga bag, but it would be IKEA which had the last laugh...

Promotional Shopping Bags as High Fashion

Rather than be insulted or upset by the imitator bag with the hefty price attached, IKEA used this as an opportunity to promote their Frakta bags as "the original" promotional shopping bag - the ideal that the Balenciaga tote aspired to (but fell short of). The resulting advertisement took fashion pointers from the Balenciaga campaign while spinning the Frakta as the ultimate Budget Friendly Tote Bag.

The full ad encourages people to engage with their bag to confirm that they indeed own an original Frakta. The Fraka rustles, and is multifunctional - you can even through the bag in the dirt! ("A true Frakta is simply rinsed off with a garden hose when dirty.") The highlight of the ad is IKEA noting that their own branding appears on the authentic shopper bag and their budget price of $0.99 easily confirms you're not being taken in by a tribute.

What could have been little more than an Internet joke has turned into a viable campaign for IKEA, which just goes to prove that little can beat your basic branded shopping bag in the eyes of consumers.

Bags first spotted here: http://www.elle.com/fashion/news/a44804/ikea-response-balenciaga-bag/