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Unwrapping The Power of Packaging

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30 May 2024

Unwrapping The Power of Packaging

Packaging in fashion is more than just a vessel—it’s a powerful tool that shapes customer perceptions and influences purchase decisions. In the world of bodywear, the unwrapping experience triggers emotions and sets expectations. High-quality packaging suggests excellence and luxury, while flimsy packaging can lower expectations.

Packaging is often perceived as merely a vessel to contain products, a necessary but unexciting aspect of the consumer experience. However, when it comes to fashion, packaging plays a pivotal role in shaping the customer’s perception of the brand, enhancing the sensory experience, and even influencing purchase decisions. 

Great packaging has the potential to build hype around a brand, is a form of marketing, and can create excitement for consumers before any product has been seen. E-commerce has reshaped the packaging industry, with some brands crafting maximalist, extravagant designs that invite consumers into the brand’s world, whilst other companies opt for a sleeker, more minimalist and sustainable route to reflect their brand values. But, why is packaging so important and what do brands need to consider? 

Join Hysculpt as we delve into the psychology of packaging, spotlight brands that excel in packaging design across lingerie, swimwear, and activewear, discuss the significance of event packaging, and explore the growing importance of sustainability in packaging within the fashion industry.

THE PSYCHOLOGY OF PACKAGING

The act of unwrapping a product is more than just opening a package; it’s an experience that triggers emotions and shapes perceptions. For example, a high-quality and sturdy packaging box creates an initial impression of excellence and luxury, leading customers to anticipate that the garment inside is also made to high standards. Conversely, flimsy packaging might lower expectations regarding the product’s quality before it’s even unwrapped. 

Bodywear fashion brands must recognize the power of this moment and invest in packaging that evokes anticipation and excitement, or other emotions that tie into the brand’s identity. A good example of this is luxury lingerie brands, who often use luxurious materials like silky tissue paper or satin ribbons to enhance the tactile experience, making customers feel indulged and pampered even before trying on the garments, and also adding an atmosphere of sensuality which is an important emotion for many underwear brands. 

Similarly, swimwear and activewear brands leverage innovative materials such as biodegradable packaging or reusable fabric pouches, aligning with their ethos of sustainability and performance-enhancing fabric technology. Furthermore, the incorporation of sensory elements like scented packaging or textured surfaces adds another dimension to the unveiling process, engaging multiple senses and leaving a lasting impression on the customer’s psyche.

The colours of your packaging are also an important factor. Blush pinks and pastels are soft, feminine and youthful, whilst darker hues such as black, aubergine purple and dark reds are more seductive, sensual and suggestive. The colour palette of a brand’s packaging should also reflect the brand’s aesthetic identity; an activewear brand that uses a lot of vibrant neons shouldn’t use washed-out colours for its packaging as this can confuse consumers. Using colours that are synonymous with your brand is also great for marketing, such as Tiffany blue or Hermes orange which are now globally tied to the brands. 

However, a fashion company must also consider the practicality of their packaging’s colour palette. Choosing a catalogue or Pantone colour for a brand’s packaging can significantly reduce costs compared to creating a custom hue, providing a consistent base for future collections. Additionally, selecting tissue paper that won’t bleed into garments ensures both practicality and product integrity.

Need help finding your brand’s unique colour palette? Our Brand Identity Pack can help you establish and finetune your brand’s aesthetic both visually and linguistically.

BRANDS THAT DO PACKAGING WELL

  • Lingerie: Agent Provocateur is renowned for its opulent packaging, featuring sleek black boxes adorned with delicate lace motifs and satin ribbons. Each piece feels like a precious gift, elevating the brand’s allure and reinforcing its image of luxury and sensuality.
  • Swimwear: Melissa Odabash exemplifies sophistication in swimwear packaging with its clean white boxes accented by gold foiling and minimalist branding. The packaging exudes understated elegance, reflecting the brand’s timeless aesthetic and resort-inspired ethos.

Activewear: Lululemon stands out for its functional yet stylish packaging, incorporating eco-friendly materials and innovative design elements. From reusable tote bags to biodegradable garment bags, Lululemon’s packaging reflects its commitment to sustainability and complements its ethos of mindful living.

 

THE IMPORTANCE OF EVENT PACKAGING: CRAFTING MEMORABLE EXPERIENCES

Event packaging, including bespoke packaging for special collections or collaborations, plays a crucial role in brand storytelling and marketing efforts. Bodywear fashion brands leverage event packaging to create immersive experiences that resonate with customers and drive brand engagement.

For instance, Victoria’s Secret was renowned for its extravagant runway shows where models strut down the catwalk adorned in elaborate lingerie sets packaged in custom-designed boxes. These events not only generate buzz and media coverage but also reinforce the brand’s fantasy-driven narrative, enticing customers to aspire to the glamour and allure associated with Victoria’s Secret.

Keen to showcase your next collection with a PR event? We can help you with that! Our expert PR manager, Rae, can help you plan and execute a truly show-stopping event, check it out now!

Similarly, swimwear brands like Solid & Striped collaborate with renowned artists and designers to create limited-edition packaging for exclusive capsule collections. By tapping into the art world, Solid & Striped elevate its brand image and captivates a broader audience beyond the realm of traditional swimwear consumers.

One of our clients, Scarlett Gasque, requested our services to create bespoke packaging with unique character cards inspired by astrological star signs which we then included in the brand’s debut PR event goodie bags. We also created comp cards with photoshoot editorials to add a touch of personalization and personality to the packaging. These helped to create a more fully realised identity for the new lingerie brand. Additionally, we crafted custom menus featuring signature cocktails inspired by Scarlet Gasque’s vintage and whimsical personality, enhancing the event’s unique atmosphere and offering guests a truly memorable experience with cute descriptions and custom illustrations.

Want to get your hands on your own custom components for your brand? We offer a wide range of bespoke copywriting services as well as custom projects that will truly make your fashion brand pop and shine!

 

SOCIAL MEDIA, INFLUENCERS AND UNBOXING CONTENT 

It’s no secret that many fashion companies will enlist the help of social media influencers to wear their products, showing off details and providing inspiration for their many followers. However, a surprisingly popular type of fashion influencing is ‘unboxing’ content. 

‘Unboxing’ videos created by Instagram influencers are a popular type of content where influencers open and showcase products, often providing a first-hand look and initial impressions. These videos typically feature the influencer describing the packaging, design, and their thoughts on the product. The content is often filmed in an informal, personal style, making it feel like a genuine, candid experience for viewers. Fashion brands pay influencers to create unboxing videos for several reasons:

Authentic Promotion: Influencers have built trust with their followers, who view their opinions as more genuine and relatable than traditional advertisements. An unboxing video can make the product feel more accessible and desirable.

Wide Reach: Influencers often have large, engaged audiences that brands may not be able to reach through their own channels. By leveraging an influencer’s following, brands can increase their visibility and reach new potential customers.

Engagement: Unboxing videos tend to generate high levels of engagement. Viewers often comment, like, and share these videos, increasing the product’s exposure and the potential for it to go viral.

Content Creation: Collaborating with influencers provides brands with high-quality content that can be repurposed across their own social media channels and marketing materials.

Trust and Credibility: When a trusted influencer endorses a product, it can significantly enhance the brand’s credibility. Followers are more likely to trust the product’s quality and effectiveness if someone they admire and trust recommends it.

Targeted Marketing: Influencers often have niche audiences with specific interests. Brands can choose influencers whose followers align with their target market, ensuring that their promotional efforts are more precisely targeted.

Unboxing videos offer a blend of authenticity, extensive reach, and high engagement, making them a powerful tool for fashion brands looking to enhance their visibility and credibility in a crowded market. Attractive packaging can motivate customers and influencers, who receive gifts, to share their experience on social media, amplifying brand exposure beyond paid collaborations. This organic promotion often arises from their genuine appreciation of the brand’s attention to detail and presentation.

SUSTAINABILITY IN PACKAGING

As consumers become increasingly eco-conscious, the demand for sustainable packaging solutions continues to rise within the fashion industry. Bodywear fashion brands are embracing this shift towards sustainability by reimagining their packaging practices and prioritising environmental responsibility.

While the focus often centres on materials such as recycled cardboard or biodegradable plastics, sustainability in packaging goes beyond the choice of raw materials. Brands must consider factors like the use of eco-friendly dyes and inks, minimalist designs to minimise waste with stripped-back, simple packaging components, and the recyclability or compostability of packaging components. Moreover, brands are exploring innovative approaches such as modular packaging systems that allow customers to reuse or repurpose packaging elements, fostering a culture of circularity and reducing the environmental impact of packaging waste. Some luxury fashion companies, including Vivienne Westwood, offer customers the option to opt out of additional packaging to help reduce environmental impact. This initiative is part of their broader commitment to sustainability, aiming to minimise waste and promote eco-friendly practices.

Not sure how to design your brand’s packaging? Our team of experts can help you uncover truly impactful packaging that represents your brand with our packaging design service. 

Packaging is not merely a functional aspect of bodywear fashion but a powerful tool for brand differentiation, customer engagement, and environmental stewardship. By understanding the psychology of packaging, embracing innovative design concepts, and prioritising sustainability, bodywear fashion brands can unlock the full potential of packaging to enhance the overall consumer experience and drive long-term brand loyalty.

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Unwrapping The Power of Packaging

Packaging in fashion is more than just a vessel—it’s a powerful tool that shapes customer perceptions and influences purchase decisions. In the world of bodywear, the unwrapping experience triggers emotions and sets expectations. High-quality packaging suggests excellence and luxury, while flimsy packaging can lower expectations.

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