With the recent boom in eCommerce and increased demand for sustainable packaging solutions, many brands struggle to stay relevant. In addition, the highly competitive nature of the women’s apparel industry has raised the bar for brands — making every touchpoint in the consumer experience (including retail packaging) an opportunity to attract and keep consumers.
Creative retail packaging, however, is no longer a sales booster. It is the expectation in women’s apparel. With high-quality, fashionable retail packaging as the standard, taking it to the next level is key to standing out.
Let us dive into what disruptive retail packaging actually means and examine some brands in women’s apparel whose out-of-the-box (literally) retail packaging has paid off.
Disruptive retail packaging utilizes the power of innovation and creativity to design a final product that stands out from the norm. Creating disruptive packaging solutions starts with looking into what consumers want, weighing that against what brands are currently doing, and designing a product that not only meets but exceeds consumer wishes.
But how can you create a packaging solution that is meaningful to your consumers? Brands in women’s apparel commonly face values-based consumerism. In fact, 71% of consumers prefer to do business with brands that are aligned with their values.
As consumers become more aware of the retail industry’s environmental impact, sustainability has become an increasingly popular consumer demand. Sustainable packaging solutions are a perfect example of disruptive retail packaging that appeals to values-based consumers.
Design on-brand, reusable packaging with durable, high-quality materials that are recycled or sustainably sourced. Choose a packaging service provider that utilizes a socially responsible, sustainable supply chain. By putting sustainability at the forefront of your efforts, you are not only producing ethical packaging and minimizing waste, but you are also providing added value to your consumers — it is a win-win.
Any brand can use a plain bag for its retail packaging solution. Take a cue from these brands on how to flip the switch and turn packaging into a high-value item that is meaningful to the consumer.
Athleta’s iconic reusable silver tote has been a popular commodity for consumers because of its unique look and highly durable materials. It is made with a metallic non-woven rPET, has sturdy fabric handles, and features the brand name and logo printed on the outside — creating a sleek, simple look that reflects their brand.
These reusable shopping bags act as an extra gift with each purchase, making consumers feel valued and increasing brand loyalty.
Composed of Free People, Urban Outfitters, Anthropologie, and more, URBN Brands is dedicated to pursuing sustainable, innovative packaging solutions. Edge2Edge has worked with URBN Brands to assist them in these efforts.
Free People’s reusable shopping totes are made of 100% cotton — which is a completely biodegradable and highly durable material. The bags typically feature abstract, unique screen-printed patterns that reflect the brand’s style.
LuluLemon’s reusable tote has been noticed by consumers and competition alike for a few reasons. Their reusable shopping totes include bold, all-over print and a laminated finish. In addition, they are made of durable fabric and handles — giving consumers a packaging solution they can use throughout their daily life.
Everlane is an eCommerce brand that focuses on sustainability and ethics in every aspect. Their exterior packaging is kept simple with single-color printing and minimal typography that states the brand’s logo on the top. On the bottom, their boxes are labeled as biodegradable, compostable, and recyclable. In addition, they use a corrugated box with a roll end tuck top to make for easy opening and recycling. Everlane’s interior packaging is designed to intentionally minimize waste by using paper and little to no plastic.
To provide a sustainable eCommerce experience, Reformation uses branded kraft paper mailers to ship its products. They also use kraft paper envelopes to protect the products inside, rather than the typical plastic poly bag that most brands use. Similar to Everlane, Reformation uses single-color printing and simple, minimal typography.
Bonus: Their choice to use smaller packaging such as an envelope rather than a large box creates efficiency in the supply chain.
Atypical, unique, premium retail packaging is an opportunity to increase brand awareness, drive sales, and connect with the values-based consumer. Partnering with the right packaging service provider can help you break the retail packaging mold, stay relevant, and simplify the packaging creation process.
At Edge2Edge, our team of packaging specialists is here for you every step of the way. We offer packaging consulting services to help you create strategic, innovative packaging solutions. Plus, we offer live shipment tracking, high-volume manufacturing capabilities, and an optimized supply chain to support your brand.
Ready to disrupt the women’s apparel industry with creative retail packaging? Contact us today to get started.