It is true that the onset of online shopping and, consequently, the rapid increase in courier deliveries have not left luxury packaging untouched.
There are many companies which, due to their inability to "control" their packaging at every stage until they reach the final recipient, either decide to abandon their luxury philosophy and turn to less luxurious and elegant packaging options for their online orders, irreparably affecting their brand image for the consumers, or fail to offer their audience a packaging experience which corresponds to the price paid, hence affecting both their reputation and sales.
So, how can you keep shipping your products in luxury packaging in times of e-commerce dominance?
First of all, let's start with the elements that make up "luxury packaging". What does a package need to have to be considered "luxurious"?
First, it needs to be branded. That is, to include the logo of the company or additional details of its corporate identity, so that it is unique and no one can "mistake" it for the packaging of another company.
Then the material should be durable so that it does not wear out, to be of excellent quality to match with and highlight its content, to offer something original such as being aromatised with its unique essence and, finally, packaging process should be done so carefully that when the recipient opens the package, the product won’t have been moved, crumpled, soiled, or worn.
Respect your brand
As already mentioned, in the case of e-shopping, because some of the above are not easy to control, and since the cost of an elegant package is comparatively higher than a simple one, some companies decide not to keep it.
However, a brand cannot be perceived as separate from its packaging. Whether we are talking about the luxury brand itself or the trading companies that sell its products, packaging should remain faithful to the aesthetic and quality philosophy of the brand, even if, as mentioned above, shipping is affected by numerous factors of uncertainty. In other words, packaging is not just an accessory on which the product is placed. Packaging is one of the key defenders of the brand’s history and identity, enhancing loyalty and maximising the overall consumer experience.
Packaging is a feeling that needs a happy… ending!
Truth be told, the more expensive and premium a product is, the stronger the feeling when you receive it. Therefore, the whole “unboxing” process needs to have the required… suspense and, above all, a final sight that will not let you down. Imagine someone looking forward to their favourite Swiss chocolates and suddenly seeing them melted and turned upside down in the package. Or a very expensive dress by a favourite designer that reaches its recipient wrinkled.
All this can be avoided if the appropriate package material and size is chosen each time for a product, where appropriateness is not judged by its price but by whether the material and size are suitable for the specific product. For example, you cannot pack a rare miniature perfume in a huge paper envelope, even if it is considered the absolute trend in shipments.
Nor can a garment be fold 8 times risking to be torn, simply because the small cylindrical boxes exude an air of elegance and distinctness.
Expertise above all
When luxury products are being created or merchandised, the entire team involved in the packaging process needs to have the necessary expertise and be fully synchronized to ensure a perfect packaging, able to keep the product safe and intact, from the first minute until it reaches recipient’s hands.
To this very philosophy the companies that market luxury brands are called to stay true, not allowing the slightest "discount" on aesthetics, quality and functionality of the packages sent through online shopping.
It does not matter how good the marketing is or how popular a brand is. In the age of e-commerce, what matters most is the state of the product when it reaches the customer. And this, especially for luxury brands, must be non-negotiable.
Undoubtedly, respect for brand identity, smart and thoughtful choice of materials and designs and quality control can help maintain luxury packaging and consistently ensure they meet consumers’ expectations who choose it.
Contact Pack It Up to find out about the right materials & designs and discover the perfect packaging that will highlight, protect and take off your luxury products.
