James Cropper Global Packaging Director, Susan Wilson, comments on the Luxury Packaging market.
The luxury packaging market is thriving globally as consumers continue to expect more from this aspect of their purchase. The effect packaging can have on a purchasing decision should not be underestimated and more and more brands are realising this – and elevating their packaging as a result.
I’d consider there to be two main categories when it comes to luxury packaging – pure luxury and high street. The key differences between the two centre on the price of the merchandise and the attitude to the value of packaging as an integral part of the brand aesthetic.
Pure luxury is all about the image and style, while high street is more price-conscious. However, it’s important to note that both require functionality and performance.
When it comes to pure luxury, there can be no trends. Each brand is individual and has its own signature and heritage, as well as a distinct consumer profile they keep in mind when designing their packaging. High street, on the other hand, does have more of a tendency to obey trends which, at the moment, are seeing simple and lightweight yet strong and durable designs come to market.
Whether it’s pure luxury or high street, brands are aiming to improve their sustainability credentials and so are seeking more eco-friendly options for their packaging. Corporate social responsibility is becoming an increasingly vital part of operations within the retail sector. At James Cropper, for example, we’ve seen an increase in the number of brands opting for our papers which are made using reclaimed fibre and post-consumer waste.”