For men’s apparel brands, standing out in the industry’s increasingly competitive landscape is a challenge. Whether you are a luxury brand or are simply seeking to add a touch of luxury to your retail packaging, these popular brands give some great insight into how to do custom retail packaging right.
Some of the biggest names in men’s fashion – such as AllSaints, Rhone, Ten Thousand, Lululemon, Ralph Lauren, Calvin Klein, Gucci, and Hugo Boss – have key similarities in their retail packaging. This includes aesthetics, materials, and their overall packaging approach. Let’s take a closer look at their tactics and explore what makes their custom retail packaging so successful.
Sustainability is a powerful purchasing motivator across all industries – and is a highly valued practice in the retail space. Beyond the product itself, retail brands (both luxury and not) are making environmentally-conscious moves surrounding their retail packaging. A large amount of all garbage (over 28%) comes from packaging.
This, coupled with the fact that today’s consumer is much more aware of their environmental impact, makes it clear why people are trying to minimize waste. This practice often starts with buying from brands that prioritize the environment. The majority of the brands mentioned above utilize some form of sustainable retail packaging.
Gucci took its eco-friendly packaging efforts to another level by releasing a limited-edition, seasonal packaging line. This line features an ivory-colored cotton canvas tote bag, which is included in their online orders. They also created a recyclable gift bag and box set that is covered in olive green, monochromatic, damask print and their brand name, printed in their trademarked font.
While investments in sustainable packaging will help you stand out, it is important to note that sustainable packaging does not require a massive shift in your packaging strategy.
In a sustainability statement on their website, Calvin Klein announced its goal to eliminate single-use plastic packaging and unnecessary waste by 2030. AllSaints sources materials from responsibly-managed forests, invests in eco-friendly processes, and makes use of recycled content wherever possible. Other brands, like Ten Thousand, use biodegradable or recyclable poly-bags. Rhone employs recycled hang tags and recycled nylon mailers sourced from post-industrial recycled plastic and trash. Hugo Boss utilizes energy-efficient buildings and an optimized supply chain in addition to their sustainable packaging materials. You get the idea.
In addition to incorporating sustainable practices into your packaging approach, be vocal about the measures you take to support environmental health. This gives consumers a clear idea of where you stand and can create a sense of pride and trust when they buy your products. It is also a good idea to use sustainable packaging material certifications on your packaging labels to let them know you are serious about protecting the environment.
Simplicity and elegance are common themes among these luxury brands. They all take a minimalistic approach in terms of visual design. For instance, Hugo Boss and Calvin Klein have chosen to create an all-white shopping bag that features only their brand name in their trademarked font. They elevate the experience further by adding handles made with ribbon and twisted rope. Other brands, like Ralph Lauren, are embracing minimalism as part of their sustainability pledge by enforcing a reduced packaging approach.
Storytelling is the foundation of your marketing efforts – and retail packaging is an often overlooked, yet highly powerful, storytelling medium.
Luxury brands understand this principle and ensure that their packaging aligns with the story they want to tell about their brand. For example, if AllSaints sent their consumers home with plain white plastic shopping bags that you would find at any convenience store, this would not exactly scream luxury. If anything, it would be completely inconsistent with the AllSaints brand which would, in turn, have a negative impact on the overall consumer experience.
So, what do these trends mean for you? Why are they important? How can you ensure you make a good impression on your consumers through your retail packaging?
There are only so many hours in the day. Staying up to date on the latest trends in retail packaging – along with managing vendors, finances, and your supply chain – is something you likely have little time to do.
In the fashion industry, keeping up is critical, but staying ahead of trends is how brands leap forward. Choosing a packaging service provider that is there to fully support your brand’s growth can alleviate the stress of managing it yourself. This means you can get back to handling the core operations of your business.
At Edge2Edge, we believe that when done right, retail packaging can fuel your business’ growth. We are a full-service retail packaging service provider that specializes in helping brands like yours do more with their packaging. From creative consultations to sustainable packaging strategies to utilizing our robust supply chain, and more, we have got you covered.