Fashion packaging – does it depend on the outside?

Sight, smell, taste, hearing, touch – the senses influence perception and appeal to the limbic system. This is the area of the brain where we process emotions and where our drive behaviour is controlled. Before a decision is made, it always passes through the limbic system. Emotions are triggered even before thinking. In other words, before the rational debate, the weighing of pros and cons, feelings have long since made the decision to buy. So it is not so much products that are placed in the shopping trolley, but rather positive feelings.

In online fashion retailing, the first real contact with the goods takes place when they are delivered to the customer. So the limbic system only makes a final decision about buying or returning the goods when the package has been unpacked and one not only sees the different materials, but can involve all the senses.

Fashion packaging as part of the marketing mix

Packaging is usually what the customer perceives: In advertising, on the supermarket shelf or when the online shop order is delivered. Packaging design fights for the consumer’s attention. It is no longer enough to just offer a good product, it must first and foremost look particularly good, appeal to the target group and increase the customer relationship and consequently the willingness to buy.
Packaging is part of the marketing mix that reaches every consumer: the shipping boxes of goods ordered online or the product packaging on the supermarket shelves.
What would Nivea be without the blue tin? Just a cream! Toblerone without the mountain top shape? Just a chocolate! Amazon or Zalando without the logoed individualised boxes? Just an online shop!
It has long been known that packaging design plays a major role. Due to the lack of customer contact, packaging plays an essential role in customer relations and in the shipping of fashion items. There are many online fashion retailers and yet the ten largest suppliers 30 per cent of Germany’s online fashion sales among themselves.
The T-shirt of a certain brand can often be found on more than one platform, in the online shop of the fashion supplier, on platforms of the market leaders Zalando, Otto or Amazon and on second-hand portals. But only in their own online shop does the T-shirt on offer stand outside of any competition. This is because the customer only sees the garments that are offered in the company’s own shop. If the customer buys, sales are generated. It is therefore important to bind the customer to one’s own shop – outside of competing products.

Unboxing experience of the ordered fashion products

Unboxing is a joy! And in making the joy particularly high lies the task of the shipping packaging. Good packaging design is attuned to the product and the image of the brand. Appropriately creative, lovingly coordinated packaging puts fashion items in the right light and increases the value of the goods for the consumer. Not least for the sake of the environment, it doesn’t have to be the “big one”. Appreciation can also be expressed with small details.

Which package will leave a lasting positive impression on the customer?

Package 1

The package with the ordered clothes comes in individual packaging with branding from the manufacturer. After opening, you will notice that the garments inside are wrapped in noble Tissue paper (also noble: white or black wrapping paper – roll of wrapping paper). The paper is held together by a label (gladly also printed!), which is gently loosened or cut through to release the exclusively packaged new favourite pieces (also good: bow!). A personal note is enclosed, with a thank you for the order.

Package 2

The package with the ordered clothes arrives in a brown cardboard box. The box is opened and inside are the clothes stacked loosely on top of each other with some filling material consisting of crumpled packing paper.

The first package shows appreciation to the consumer, who feels confirmed in his decision to order. The second scenario represents a loveless, utilitarian package, the disappointment is almost palpable. Neither is the customer valued, nor is the shipped product presented in any way.
Experience has long shown that the right packaging can significantly Packaging design in e-commerce the return rate can be significantly reduced. The providers Allesseife.at and Viocornflakebox.com are cited as successful examples with zero percent return rates by the internetworld.com mentioned.

The packaging design determines the value of the goods

Ideally, the packaging design forms a unity between fashion item and packaging, appeals to the target group and corresponds to the zeitgeist. This not only increases the emotional value of the goods, but also reduces the rate of returns along with customer satisfaction. Not to forget that the packaging offers the possibility to stand out from competitors in the online fashion business.

Good fashion packaging is therefore a total package that offers far more than just protection for the contents:

• As part of the marketing mix, it awakens the desire to buy, conveys the brand message and strengthens customer loyalty.
• It fulfils its purpose through simple handling: it can be opened and resealed quickly and easily.
• In order to do justice to the responsibility towards the environment and for a positive ecological footprint, sustainable materials are used.
• Packaging also costs money, and this should also be taken into account in the overall packaging. The principle is therefore: use packaging materials as sparingly as possible!

The win-win-win advice

The above-mentioned points definitely also have overlaps. The economical use of packaging material ensures less packaging waste, responsibility towards the environment pays off for the corporate image and easy handling can be a reason for higher customer satisfaction and thus customer loyalty.

No matter what your motives are for deciding to think about your product packaging or your shipping packaging – we are familiar with all aspects. Together we will find the solution where everyone is a winner: Entrepreneur, customer, brand and environment. Get in touch with us!