The Most Popular Suitcase Brands Aren’t the Best Brands (Study of 154,109 Reviews)

Based on 154,109 reviews, this study compares and ranks 63 of the most popular suitcase brands.

Some brands are far better reviewed than others – and none of the top 10 most popular brands get the best reviews.

Broken suitcase

Key conclusions

Based on 154,109 reviews of suitcases from 63 popular suitcase brands:

  • None of the top 10 most popular brands are amongst the top 10 best reviewed brands.
  • The top 10 most popular brands cover 64.6% of the market.
  • The top 10 best reviewed brands only cover 5.6% of the market, so the top 10 most popular brands are more than 10 times as popular as all the top 10 best reviewed brands combined.
  • The most popular brand (Samsonite, ranked #26) cover 19.6% of the market, so Samsonite is more than 3 times as popular as all the top 10 best ranked brands combined.
  • The three best reviewed brands are Anne Klein (#1), Ben Sherman (#2) and Dakine (#3).
  • The three most popular brands are Samsonite (#26), Delsey (#12) and IT Luggage (#29).

Suitcase Brand Popularity

The chart below shows just how popular the top 10 most popular brands are compared to Samsonite alone (the most popular brand) and to the top 10 best reviewed brands.

Suitcase brands popularity vs. review ratings

You are welcome to use the graphics and data as long as you refer to this original source. For comments and clarifications, please email [email protected]

Behind the Study

The study was done in May 2018 by MightyGoods (this site).

MightyGoods is the biggest bag review site in the world. So far we have checked 1.7 million bag reviews, so we can offer bag buyers free access to aggregated information on reviews, comparisons and rankings of thousands of bags.

MightyGoods is 100% independent and ad- and cost free.

Methodology

Using our in-depth knowledge of the bag market, we went through 154,109 suitcase/spinner luggage reviews. The reviews were all written by people who brought brand suitcases from popular online shops (like Amazon, eBags, etc.).

All the reviews were available online and each review had a rating from 1 to 5 (typically 1 to 5 stars). The average rating was 4.34.

Brands with very few reviews were removed from the dataset to keep things fair (otherwise we would risk that a few good/bad reviews would have a disproportional effect on the average rating of a brand and thereby an unfair effect on the rankings of the brands).

How the brands cover the market was determined by checking the monthly US search volume in Google for each brand. This was done using the online tool Ahrefs (an in-depth article about how Ahrefs works can be found here).

Only reviews of suitcases/spinner luggage were considered in the study. Some of the brands also produce other kinds of bags, clothes, etc. Reviews of these other products were not considered in the study.

All data was collected and analyzed May 2018.

Disclaimer

The study wasn’t influenced by any brands, shops and institutions. The study was done to create more transparency in the bag market, not to promote any specific brands.

Before publishing the study we did not let any brands know that we did the study.

Potential Issues

No study is perfect, so it’s important to be aware of potential issues with any study.

For this study, we have identified the following potential issues:

  • As the biggest bag review site in the world, we have checked 1.7 million bag reviews. The dataset used for this study is the suitcase/spinner luggage subset of all the bag reviews we have checked.

    153,981 reivews are a lot of reviews, but there are of course are reviews out there that aren’t part of our dataset.

  • All the reviews are customer reviews from people who brought brand suitcases from popular online shops (like Amazon, eBags, etc.).

    There have been discussions about people getting paid to review brands in a more positive way than they would otherwise have done, but we don’t believe that this issue has any major effect on our study.

    We haven’t seen any reports of bag reviews being paid reviews and our dataset is quite large, making it unlikely that a major part of the reviews would have been paid.

    We have removed brands with very few reviews from the dataset, making it further unlikely that a major part of the reviews would have been paid.

Considering the two issues above, we still believe that our study gives a good overview of the best ranked brands and how they differ from the most popular brands.

Ratings Chart

The chart below shows how each of the 63 brands was reviewed. The brands were ranked based on the ratings, from the best brand to the worst.

None of the top 10 most popular brands are represented amongst the top 10 best reviewed brands.

Best reviewed suitcase brands

Popularity Chart

The chart below shows the relative popularity of each of the brands (based on the % of the total number of brand searches). The brands are ranked based on their popularity, from the most to the least popular brand.

The top 10 most popular brands dominate with 66.8% of the monthly suitcase brand searches on Google. Other brands get very few searches and they are therefore almost invisible in the chart below.

Most popular suitcase brands

Brand List

The table below lists each of the 63 brands with rank, rating and relative popularity (% of the total number of brand searches).

Rating RankBrandRating% of Searches
1Anne Klein4.800.4
2Ben Sherman4.720.2
3Dakine4.671.0
5Timberland4.601.0
4Titan4.600.2
6Tommy Bahama4.540.4
7Kenneth Cole Reaction4.520.9
8Ricardo Beverly Hills4.510.7
9Antler4.500.5
10Andiamo4.490.3
12Delsey4.469.1
11Hartmann4.463.0
14Travelpro4.455.3
13London Fog4.453.1
18American Tourister4.434.1
17eBags4.430.7
16Kipling4.430.5
15Sakroots4.430.1
19Rockland4.412.4
21Eagle Creek4.394.6
20Skyway4.391.9
22Rimowa4.372.7
24American Flyer4.350.7
23Briggs & Riley4.350.5
26Samsonite4.3419.6
25GoPlus4.340.0
29IT Luggage4.326.2
28Calpak4.321.9
27Brics4.320.5
30Olympia USA4.300.2
31Jenni Chan4.290.1
33Hauptstadtkoffer4.270.0
32Geoffrey4.270.0
34Travelers Choice4.251.2
35Lipault4.240.8
36Travelers Club4.231.2
37Nautica4.221.2
39High Sierra4.201.6
38SwissGear4.200.2
41US Traveler4.190.3
40World Traveler4.190.2
43Revo4.180.8
42Gabbiano4.180.3
45Victorinox4.173.4
44Heritage4.170.1
47Pathfinder4.140.5
46Vanguard4.140.0
48Calvin Klein4.130.7
49Lojel4.110.4
51Cabin Max4.100.0
50Suissewin4.100.0
52Merax4.090.4
53Nicole Miller4.080.9
54Tommy Hilfiger4.050.7
55Lucas4.011.8
56Travelcross4.000.1
57Biaggi3.971.5
58Kensington3.960.0
59Tumi3.946.2
60Prokas3.930.0
61Heys3.851.8
62Perry Ellis3.800.2
63Mia Toro3.530.3
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