Luxury items are held to the highest standards of design and detail. When marketing luxury products to a wealthy target audience, eCommerce packaging design plays a very important role in creating desire and excitement for the customer. Luxury packaging stipulates the quality and prestige of the product while ensuring continuity in the brand messaging that allures the customer.
In the age of digitalism, it becomes a crucial task for brands to make an indelible impact on the product’s physical attributes, and this is where packaging design comes into play.
According to data by Smithers Pira, the luxury packaging market projects a growth of 4.4% in 2019. Luxury brands are paying great attention to this, and huge investments have been allocated for presenting and parceling luxury products.
1. Marketing to the wealthy to produce the desire
Today’s luxury market is saturating. Luxury brands must pay attention to packaging design, focusing on product development, branding, and marketing. The packaging design is an important aspect. Strategically designed packaging enhances the overall shopping experience.
Good ecommerce packaging design makes the unboxing experience memorable, special, and tempting enough to share on social media platforms. Luxury brands have increased their user-generated content and organic reach by upgrading their packaging design. Brands like Chanel, Cartier, and Jo Malone have aced the packaging design game, leading them to find a permanent place in pop culture. Their packaging has become memorable and so easily recognizable that it provides a cultural meaning and triggers an emotional response in the audience.
High net worth consumers pay extra attention to the packaging of a product. The unusual details may be particularly attractive to them. Focusing on the visual and tactile senses can be very effective for a luxury brand. A well-crafted packaging makes the product elite in nature and elevates the brand’s emotional appeal altogether. As a result, it will unleash a sense of desire for the customer.
Top-quality ecommerce packaging is paramount when it comes to luxury products. A consumer purchases a luxury item for the complete experience, and packaging is often the first point of contact. The packaging of a product gives a glimpse of the caliber of the contents inside the box.
A shopper pays a hefty amount for the product and expects the packaging to be exceptionally good. Packaging should not only be aesthetically pleasing but should also be useful. The elegance of opening and handling the package should also be considered. Brands must keep in mind the product’s consumer and their surroundings. The product packaging should complement the setting of the high-net-worth consumer.
When talking about online shopping, the packaging must fulfill the impression and experience of the physical store. Drab cardboard boxes will not work in such a case. The packaging must pay homage to the prestige contents of the box. It could be the customer’s first purchase from the brand, and everything should be good for the customer. The packaging will impact the customer greatly, and if the items are presented nicely, the customer will return for more.
Consistent brand messaging is essential across all communication channels when it comes to marketing luxury brands. The packaging is perpetually tied to the brand image, just like the brand logo. Packaging becomes a tool of identification for the customer. It has to be relevant and fully aligned with the brand’s spirit. Packaging becomes an opportunity to showcase and highlight the craftsmanship of the brand.
A luxury brand dealing with sustainable products should conceptualize the packaging carefully. It is the brand’s first impression; thus, a conscious shopper might expect more environment-friendly materials in conjunction with high style. Stella McCartney is an example of a high-end brand that provides 100% compostable packaging.
While a number of factors contribute to a product’s desirability, packaging bears the burden of the first impression. When marketing to luxury buyers, brands must remember that every product aspect must be developed strategically and indicate quality. And as we move further into the information age, packaging design is becoming more and more essential. In the fast-progressive world, physical touchpoints are held to higher expectations.
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