Luxury Retail Packaging | Working Harder For Brands
Last Updated on Saturday 23rd Dec 2017
The recession has had a negative impact on a wide variety businesses globally. However, one of the industries it has affected least it seems, is the luxury industry. In fact, the luxury market is expected to see growth within the next couple of years.
So, how has this played out when it comes to retail packaging? It’s an industry sector that would not ordinarily come to mind as “recession proof”. And without doubt, many companies have been under great pressure to reduce spend on their packaging.
Luxury Retail Packaging put to the test
In the luxury sector, brands have divided into two separate camps – those who have tried to minimise their spend on their packaging, while others, seeking to maintain their differential as a luxury brand, have upgraded, spending more on their packaging than ever before.
For the luxury market itself, customers have not stopped spending on luxury products altogether. In fact, in certain emerging economies, there has been significant growth in the luxury market. Although it sounds contradictory, consumers seek out brands they can trust in order to cut spending on other things. The emotional investment in premium brands offers comfort during the tough economic times – and needless to say, high quality, premium packaging, plays a significant role in helping generate that emotional response. It’s one of the factors that sets the luxury packaging company apart.
So what of the future for luxury? A recent report by Drapers, has seen a significant shift towards the online, or multi-channel experience. In spite of their relatively late entrance to the online retail marketplace, luxury retailers are now positively embracing its benefits. Not just through their websites, but via social media and other mobile technologies, seeing its potential in extending the experience for a consumer who is increasingly imbibing the brand via a variety of ways outside of the traditional bricks and mortar store.
For the luxury packaging sector, on-line packaging can no longer be simply a matter of transportation. It is another way through which the brand is able to extend its reach and continue the emotional attachment the consumer has already started to build, both with the brand itself, and with its products and services.
Luxury brands spend millions of pounds building their brand image so that they can communicate through each of the appropriate channels. They host events, advertise in magazines and host parties. That is why consumers often feel compelled to purchase luxury brands and those luxury brands need premium luxury packaging.
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Continuing the Coronation celebrations this week at Keenpac. We celebrated in style with Scones Jam and Clotted Cream.
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Meet David Jenkins, our Business Development Director.
David has a passion for design and keeping up to date with trends and practices in the luxury and packaging sector, he is always well-equipped to deal with the challenges thrown his way.
A people person and analytical thinker he builds strong relationships and identifies new opportunities, working with the wider team to develop innovative solutions.
When he's not working he’s an avid sports fan - coaching rugby, taking his children to their sports activities, or watching his beloved Manchester United or Welsh Rugby team. If you want to talk sports (or packaging) he is the person to speak to.
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Wishing our partners, colleagues and customers a Happy Easter.
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Meet Sara Harlock, Head of Internal Sales.
Sara manages our team of dedicated Internal Account Managers. She has a real passion for delivering exceptional service levels empowering her team to do the same - offering high levels of support and training. Sara loves to hear about the projects her team are working on.
In her spare time, she’s quite a foodie, cocktail and travel enthusiast and not so secretly is also an avid gamer. She loves exploring and is always looking for new places, experiences and adventure, in or outside the real world.
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Awesome lady
Love it Sara Harlock
All our global supply chain partners are certified by internationally recognised ISO 9001, and 14001 standards. These certifications require strict yearly audits so you can be assured quality, sustainability and ethics are maintained throughout your luxury packaging supply chain.
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Meet David Kerr, Quality Control Technician – a lover of packaging, music and collecting vinyl.
David understands the intricacies of the manufacturing process and the challenges associated with luxury brand packaging. Always passionate about the packaging we create, he carries out robust quality control tests, ensuring our clients' packaging is of the highest quality.
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David has been a god send since I started. A fountain of knowledge.
Remember David when he started..
Deliver exceptional unboxing experiences with visually alluring and sustainable packaging.
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Ethical and environmental practices across our supply chain are part of our every day. From the sourcing of raw materials and CSR for our trusted partners, to transit packaging engineering and smart use of shipping, not just space - Every element of your products' journey is sustainably considered.
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Wishing our clients, partners and team a Happy Mothers Day!
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