According to a survey of more than 200 branding and marketing professionals, packaging makes the difference between an everyday product and a luxury brand. Indeed 57% industry professionals say consumers will choose an ordinary product in luxurious packaging over a luxury product in a poor quality pack.
The research, commissioned by packaging trade show easyFairs and organisers of PACKAGING INNOVATIONS London, also found that on average branding and marketing professionals believe 61-70% of a luxury brands status is determined purely on its packaging, not the product.
When asked to openly name a luxury brand failing to get its packaging right, causing some loss of prestige, Burberry received the most mentions for being ‘old hat’, whereas Apple was seen as ultra chic and one of the smartest packaged brands.
The luxury sector as a whole receives real praise for its packaging. For instance, the cosmetics sector is considered by 72% as the most innovative industry when it comes to packaging followed by alcoholic drinks (48%). Confectionary (31%) is the next favourite. All three could be seen as indulgent purchases, relying heavily on luxurious packaging to make the brand more appealing.
Matt Benyon, Managing Director at easyFairs UK and Ireland, says: "Luxury brands are so reliant on their packaging – indeed it’s often part and parcel of the product experience. That’s why it’s such a great sector to look at when you want to see packaging innovation."
In response, PACKAGING INNOVATIONS London, taking place on 4 & 5 October 2012 at the Business Design Centre, has a dedicated area, Luxury Packaging, which will cover everything from stylish bottles, ribbons and braids to specialist materials, designer and promotional packaging.
For instance HH Deluxe Packaging (stand GB43) will be showcasing exclusive premium brand boxes including a commission by the world’s biggest pop star for her VIP pop-up invitation box. Wrapology (stand GB45) will be showing new box linings, trimmings, specialist ribbons, silverised toggles, branded embossed duo-dyed papers and heavy embossed logo detail.