Columbia-based marketing director Amber Fehrenbacher also posted a video criticizing Ms. Mariko’s bag. One commenter on Ms. Fehrenbacher’s video said, “In this economy?!?, she should read the room.” A few others suggested buying the same size bags from Ikea for a fraction of the price. “I’m so confused, what’s so special,” wrote another.
“People, you know, get really tired of influencers, especially when they’re having trouble buying groceries to put in that bag,” Ms. Fehrenbacher, 37, said. While she wouldn’t consider buying the bag herself, she thought there were lessons for other creators to learn from Ms. Mariko’s new business venture.
Laura Rubin, a copywriter and business owner from Doylestown, Pa., wasn’t surprised by the price of the bag. She felt it was in keeping with the brand Ms. Mariko had long defined for herself.
Ms. Rubin, 38, said: “If you look at his content day by day, the things he communicates are very expensive.” “It’s expensive for most people, and even when she goes grocery shopping, she usually goes to grocery stores that are more expensive for everyday items. When he goes on a trip, it’s more luxurious trips.” Ms. Rubin also described Ms. Mariko’s 2023 wedding, which was heavily documented online.
“I think it would be off-brand for him to create something under $100,” he said.
The bag is currently sold out.