Luxury Brands and Eco-Friendly Packaging
A study reveals that 77% of consumers are willing to leave a brand that does not offer eco-friendly packaging.
The rising demand for sustainability has become a fundamental value for consumers, mainly the young generation. Luxury brands are actively responding to this trend by implementing programs and strategies to enhance their sustainability. Packaging plays an important role in shaping consumers’ positive perception of a brand.
Luxury Packaging in the Customer Experience
Within the luxury industry, packaging is a crucial element that brands highly take care of:
- Some of luxury brands’ packaging are so desirable that its can be sold separately, as seen with Rolex cases or Hermès protective bags.
- A trend transforming consumer-brand interactions is ‘unboxing‘, where internet users film and share the excitement of opening their luxury packages on social media.
Packaging provides an additional shopping experience that’s why the packaging development for luxury brand play an important role.
Eco-Friendly Luxury Packaging: Meeting Consumer Expectations
Luxury was synonymous with excess and extravagance, this has evolved. Luxury brands are working to reach consumers’ ecological expectations. A cleaner, simpler, and minimalist approach is now favored.
As a result, many luxury brands have settled goals to improve sustainability, including the use of recycled materials, the use of certified materials, upcycling, change on sourcing strategy to improve their carbon footprint, develop eco-designed packaging to reduce wastage…
These eco-friendly initiatives positively impact consumers’ perception of luxury brands, particularly on social media platforms where users support for eco-responsible pushs and criticize those that are not aligned with sustainability principles.
Achieving Eco-Friendly Packaging
Selecting Environmentally-Friendly Materials
Eco-design has several meanings, one of those is the use of eco-friendly materials. The most eco-friendly options include cardboard and kraft paper, both biodegradable. Additionally, brands can select certified materials such as FSC (Forest Stewardship Council), PEFC (Programme for the Endorsement of Forest Certification), GOTS cotton, or GRS polyester. Upcycling, by transforming unused materials, is another eco-conscious approach.
Since 2021, Valentino has been using 55% recycled paper for its packaging.
Optimizing Packaging Design: Eco-Design
By reimagining packaging design, brands can minimize unnecessary waste by prioritizing efficient designs and cuts that reduce material consumption. This not only decreases waste production but also optimizes transportation space, leading to lower CO2 emissions.
Gucci employs this practice to reduce transportation space and cost.
Embracing Reusable Packaging
Another eco-friendly approach involves creating reusable packaging. As an example, brands offer refillable perfume bottles and other reusable packaging solutions.
Lancôme, Guerlain, and Armani are adopting refillable perfume bottle solutions.
The Fashion Pack: A Sustainable Initiative
The Fashion Pack is a collaborative initiative that brings together major players of the fashion and textile industry to establish environmental goals centered on climate, biodiversity, and oceans protection. The French government has entrusted the luxury group Kering to work on this initiative. Kering, housing prestigious brands like Gucci, Saint Laurent, Balenciaga, and Boucheron. Other names like Chanel, Armani, and Karl Lagerfeld also committed to work for the environment.
The adoption of eco-friendly packaging has become a significant concern for all brands, including luxury brands, they understand the importance of sustainable practices. As experts in eco-friendly and sustainable custom packaging, our sales team is ready to support you in this direction.
Download our catalog to explore our range of products aligns with your sustainable values to meet your customers’s eco friendly expectations.
Contact us today to discuss your requirements for eco-friendly packaging.
