In the world of fashion, evolution and innovation are essential. Customers want fresh designs. But they’re also drawn to strong brand identities—change too much and risk losing loyalty.
Cass handbag founder Debra Szidon has struck just the right balance with her iconic suede clutches. They have an undeniable sophisticated ‘70s vibe—one can easily picture Bianca Jagger carrying one—and Szidon is committed to remaining faithful to that aesthetic.
That meant the Cass Clutch remained an actual clutch with no strap. Over the years Szidon heard from customers that they’d love the option of strap. But Szidon could never find a strap that kept intact the integrity of her original design—until now.
A Struggle With Straps
Early attempts focused on a crossbody style that forced the bag into a fold over, but she didn’t like the way it changed the bag.
“I hated the way it looked,” Szidon said. “It changed the bag completely and I was like, forget it.”
But recently, a breakthrough came when her manufacturer created a unique and practically invisible O-ring attachment for existing bags and creating a shoulder strap rather than a crossbody.
The revelation opened the door not only to a fresh way of carrying the bags, but an option for those who already own a Cass bag to transform their old bags with a strap.
“It gives an already good bag a new life, and a whole new way to carry it,” she said. “For people who have had the modification done, it’s like having a brand new bag.”
Customers can mail in their bags for modification (strap addition starts at $55), and get a brand-new look and feel without purchasing a new bag. It’s a sustainable approach that aligns with the Szidon’s commitment to longevity, quality, and customer satisfaction.
Since introducing straps, Szidon says she’s seen a notable uptick in sales. Customers now get a hands-free carry or the chic look of an oversized clutch. The classic Cass is now both an everyday necessity as well as a statement accessory, which is the intention the founder always had for her brand.
Szidon has introduced new products into her offerings thoughtfully, and rejects the idea of launching new products every season, as many designers, especially those who value sustainability.
“I could have designed another bag with a shoulder strap,” she said. “But why would I do that hen I have all these bags that are already out there. It just seems like a much more sustainable, do right by the consumer thing to do.”
Since launching the Classic Cass on Kickstarter in 2016, the designer has launched a smaller version called the Cassie, plus an even smaller Tapered Clutch, a belt bag, and a weekender, all in various colors and with the option of different straps.
This intentional strategy aligns with the brand’s commitment to longevity and quality over fleeting trends.
Szidon is excited about the continued evolution of Cass and hopes to attract a larger customer base. Anyone who values luxury, style, sustainability, and versatility seems a likely candidate.