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February 18, 2008
Buzz-worthy packaging
A few weeks ago, Ben mentioned a new project of ours: an ownership stake in Erebelle, an Austin-based women's activewear company.
We'll launch a new ecommerce website in March, so it's time to think about the packaging of products for shipping. Besides the clothing itself, what will she get in the mail that'll be worth talking about?
A few obvious ideas include:
- A padded envelope
- A plastic bag (to hold the clothes and keep moisture out)
- Colored tissue paper to wrap the bagged clothing in
- A logo'd sticker to secure the tissue paper
We're looking for ideas; what packaging (inside and out) from a smaller company, clothing or otherwise, has struck as you clever, notable or even buzz-worthy?
Other blogs that reference Buzz-worthy packaging:
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Other than the often mentioned packaging of Apple products, there are few examples that come to mind. This is generally because low cost packaging is a way to make up margin for some of the more expensive features of the product itself.
So rather than examples, I'd suggest two packaging principles or concepts.
The first is packaging as a gift. By creating layers of anticipation from outer to inner package, you can really highlight the clothes inside. Your use of colored tissue and a high quality logoed sticker are good examples of things that enhance a sense of discovery as they open a package.
The second would be a branded accessory, like a special hangar or lint brush, or even a clever way to package extra buttons. These added benefits demonstrate you care for the whole clothing experience, not just the clothes themselves.
Hope that helps
The Oddica folks do a really fun package: printed plastic shipping bag/envelope, pin, and faux old school library card with info for each t-shirt you order.
With clothing, why not include a fabric swatch? Your customer may want to shop for matching clothing in meatspace; including a swatch will make that easy for her.
You could even affix it to a slightly cheeky note to the effect that "when you look for clothes to go with this, we hope your first stop will be erebelle.com. But if you must shop elsewhere, here's a swatch to take with you to make sure that whatever you pick out will go as well with your new clothing as something we'd sell you."
I'd love to see more green reduce/reuse/recycle concepts in mail-order packaging. Like, how about a box or envelope that flips inside-out to act as a return mailer a la Netflix? How about a bag that can be composted? How about a recycled paper card pre-printed with the customer's name and order number that they could pass along to a friend, good for a $ reward if the friend orders? If tissue/wrap is necessary, can it be lightweight handmade recycled paper that's made with wildflower seeds, that can be planted in the garden? It would tie into your "activewear" audience who would likely be interested in the environment. There are some lovely papers like this and natural raffia that tie into the "gift" concept Paul mentioned while still being earth-friendly. And a statement of the company's policy could be printed on the inside of the box, rather than adding yet another piece of paper to the order.
I personally appreciate when a company sends as little packaging as possible! The more stuff you send out, the more they've got to reuse or try and recycle (or throw away- and who needs more bloated land fills?). So if you're going to spend money on packaging materials, make it stuff that can be reused by the receiver.
In your list of the obvious I don't see the need for the plastic bag because padded envelopes are padded with plastic bubbles, thus water protected. But, if when the shirts are shipped to YOU already individually wrapped in plastic, might as well leave them that way and give the plastic another trip. I recently was given a shirt in a plastic bag and the plastic had off-gassed so much (stink-a-roo) I had to wash the shirt before I could wear it. Admittedly, I was in Thailand at the time and so the plastic bag was probably different than you'd have.
I think that if you put a logo sticker on the outside of the package or if the mailing label had your logo on it, that would be nice. That way when the package arrives they get excited about opening the package as soon as they see the envelope!
I recently read an article on the growing awareness of consumers on the environmental impact of the packaging of their purchases. I think that since you are just starting, this gives you a great chance to reflect this trend in the beginning of your business, instead of having to change things around later.
I buy women's clothing online from a couple of shops and appreciate one company that makes it easy to return the product for any reason. Return shipping is free and they include a shipping label for returns.
Buying clothes or shoes online has an element of risk for buyers -- will it fit, will the fabric be what I expected -- so having an easy way to return merchandise is memorable.
Definitely go as green as you safely can when shipping your product.
I like notecards (almost like the tag found on delivered flowers) with a very brief story about your company. Or possibly about the product itself if you use a fun naming convention.
Put a mini-stationary kit in with the clothing. If the consumer is happy with their purchase, they send a pre-stamped message to a friend about their great experience. If they aren't happy, they can also send a message...
Knowing your consumers can always express ill will, you're reinforced as a company to meet/exceed expectations by your customers and your customers help spread the word, which is the best referral method as we all know.
Thoughts?
My husband and I have a retro sports company called Distant Replays. We put our merchandise inside clear plastic bags with our logo printed on the outside but other than that the packaging is ordinary. As much as I would like to make our packing more "wow", my suggestions fall on deaf ears. Perhaps our customers (mostly men) would not fully appreciate the extra thought? In any event, a company I admire is Antrhopologie. They always have beautiful, unusual packaging. I recently ordered furniture fabric swatches and they arrived in a sturdy, small box with metal clips that held it closed, The box was lined in purple paper and included with the swatches was a handwritten note, a small golf pencil with the words "measure twice" imprinted on it and a paper tapemseasure. I thought it was such a beautiful way to package the swatches and the little box is sturdy enough to re-use for other things. Probably costs them a bit more but it made a lasting impression.
Green packaging is really one of the best options. It can be hip and friendly to the environment as well as get your product there. I also love it when a company includes something that I can pass on to others as a referral like a brag tag.
I agree with the comments about using as little packaging as possible. If you wanted to do something unique - why not send the item in a reusable bag. Target has been selling for a dollar these awesome bags that fold into themselves to the size of a glasses case. It's unique, probably fairly inexpensive and very unique.
Take eco/green issues into consideration. People are sensitive to packaging that they perceive as "wasteful." I know that we've been dinged on this by a few partners/customers as it related to some packaging of promotional items. I've seen this referenced on a few other sites (can't remember now...and I'm in the labor room waiting for my wife to give birth, so I'll take a pass) recently as well.
Your higher-end customers are also likely to be more eco-conscious. Playing to that may give you more word of mouth benefit than going over the top.
I like the gift concept and gift tag ideas mentioned above.
We have bought several baby blankets from a cottage industry player (http://www.grandmamitchellsblankets.com/) and although she is small (doesn't take credit cards, etc), I like how she has pinned a professional-looking tag to each blanket with a little safety pin and a ribbon bow. We received one as a gift and have gone on to buy more and I must admit this little touch had a huge impact on our re-orders.
I like the idea of packaging tied back into your business strategy. Why not make the package something they will keep and use...extending the brand in the process? Where do you want someone to remember your brand...at the gym or when they are at their computer? Why not include some sort of packaging that could be used on a desk or in the kitchen table where these decisions are probably made? Could be as simple as including a stack of printed post-its with their order or it could be a box that would work as a pencil holder, change dish, or "basket" to organize photos or files.
I once designed a software box that was triangular in shape. The angled lid opened and perforated off and the resulting box (which closely resembled one of those pre-fab magazine holders from the office supply store, but more colorful and relevant) allowed our customers to keep their manuals and other things handy on their bookshelves. The box was beautiful and useful. You could do the same with your packaging (even taking the magazine organizer idea if you want). And packaging you can reuse is green and eco-friendly!
Or you could do something totally wild, and make a box, paperboard envelope, or bag that was enfused with real seeds and you can encourage your customers to plant it in their backyard to watch wildflowers grow.
I see, I can send you more information on this :) Feel free to email me.
Mike
www.abc-packaging.com
I am no woman, but i do work out a lot. If you are wanting to advertise think about the experience of when the women are wearing the clothes. In the gym or running, i think you should package these products with some kind of way to make the packaging a part of their workout experience. You could package shits in water bottles (branded) so your logo and name makes it to the gym. Or something along those lines, maybe not a cheezy as a t-shirt in a bottle.
Packaging should do whatever it takes to protect and respect the product on its trip to the customer. Anything beyond that is distracting fluff and waste. Unfortunately, fancy packaging does fool many, but not all, people.
For example, Godiva dresses up their mediocre chocolate in fancy gold boxes and ribbons. A new chocolate company, called Tcho, sent me a couple of bars of their beta dark chocolate in plain brown packets inside a metal-colored bubble pack. An awesome product. What I will want to pay for repeatedly is the rich-taste-experience, not the opening-the-package-experience. Same with your client’s clothing.
Since its active wear you are selling, why not put something fun in there to encourage her to enjoy the clothing as she gets active…
1. A fun stack of motivation cards for movement – it can be a fun spin on housework/ walking the dog eg… calorie burnt, it can be how to turn household products into “active friends” like a few arm lifts a day with those cans of baked beans
2. A CD with some cool mp3 she can load on her ipod
3. An organic cotton shopping bag that is branded Erebelle – so when she is carrying it on her, people will be exposed to the brand
4. A pack of fun and colorful hair bands with the Erebelle branding (when girls get active they usually tie their hair up)
Check out TheDieLine.com blog for ideas on
design.
David
I would suggest you look at something other than a bag. There is nothing worse than being excited about ordering nice, quality clothing and having it come in a bag -- rumpled. It's a terrible opening statement. I recently ordered some shirts from a men's clothing site. They came in a bag, rumpled and awful looking. You don't want your customers to have that same experience and it won't matter how much tissue you put in there, or stickers. Rumpled says a lot about your business and customer care.
I am not sure how much volume Erebelle does right now, but if it is doable, I think a personalized thank you note goes a long way to creating a feeling of connection to the brand.
You could include an invitation for the customer to share any feedback and give them the email address of an actual person for them to do so. I'd love to get "this is a new design for us - let us know what activities it lends itself to and how you like it!" or something that invites me into the R&D process.
A vaccum sealed package could be interesting.
have you ever seen Fastpack's COLOR BUBBLE WRAP. Great to use when you need cushioning to protect your product and want to add a splash of color. :)
Since the focus is on active wear, why not include a little collectible plastic figurine of someone playing a sport? I would use the packaging as a branding tool (similar to what Tiffany's does).
When I think active wear I think healthy, sexy, smart, athletic, aggressive, determined, passionate, etc. The packaging should reflect whatever it is the product messaging is.
Maybe the packaging can be used as something? Put the clothes inside of a white towel, and wrap the towel up in plastic and slap a sticker on there.
There's some good ideas on here already, but I'm not a fan of things that blatantly ask your cusotmer to do something for you. And don't try to be green AND get noticed for it. Instead, take the opportunity to exceed expectations in a way that your cusotmers will actually think is AWESOME. Make it something neat, and useful.
Wrap it up in tissue paper that has 10-minute workout ideas printed on it, or playlists of common songs that are great for a workout (with BPM increasing in the middle and decreasing again for a cooldown).
Include a pair of sweatbands with your logo on them.
Roll it up and stuff it in a Nalgene (wide mouth only). You can get them pretty cheap these days. Heck, shrinkwrap and use the Nalgene as your packaging.
Wrap it up in a simple but nice branded tote or gym bag.
You know those elastic things that you put on your glasses and wrap them around your head to keep your glasses on your head? Don't use those. Don't use those at all.
Package the clothing in a Japanese Furoshiki (traditional cloth wrapping)
More info here.
http://www.env.go.jp/en/focus/attach/060403-5.html
how about Seth from last week or so http://sethgodin.typepad.com/seths_blog/2008/02/profligate.html
maybe use recycled packaging to reduce your carbon footprint and play up the green thing...."cool activewear that's good you...that comes in cool boxes that are good for all!"
bl
You are selling active wear; you need to sell being active, expressing inspiration. Like Nike Just Do It. The inside of the box needs to capture the attention of the buyer. http://hotcookies.net
Aussiebum (www.aussiebum.com) ship using packaging held down with a nice sticker but also include postcards that highlight other items that they do, using the cards to hold the item in a display position in the packaging. Perhaps you could include postcards or similar with exercises and use pctures of items that would go well with the item the Customer has purchased. The postcards could then build into a set and be expanded as the range of clothing increases or as the the sports covered extends.
Personal thank you note. Free samples of something. Free shipping for returns. A photo card with anedcote explaining how someone else (at the company or from customer feedback) uses the product. Use this to encourage customer to provide feedback. Reward feedback at next purchase?
There are some great ideas here along the lines of adding an extra something that ties into working out or an active lifestyle. One inexpensive extra to add to the package would be to print a small card with a list of the top 10 songs to load on your iPod to motivate a work-out. You can ask customers to go to your website to add their Top 10 list. It's a way of adding a sense of community and involvement to the site. You also get a customer generated collection of workout playlists that you can rotate on the site and in your boxes.
Add color to the exterior packaging. In my pre-forclosure business I send out a ton of mail. I switched to green envelopes (yes...like money) and saw a significant increase in responses. The packaging should JUMP out as soon as the customer sees it. Also, pick one color and stick with it. Victoria's Secret is well known for their pink colored envelopes that carry gift cards, letters, notices, and even bills! I have never seen a woman who didn't get excited about the pink envelope.
Have you tried the crowdsourcing approach to package design? I actually work for a company that does just that. We harness the poser of the "wisdom of the crowds" and get you full designs from our huge professional creative community. Send me an email if you're interested, we've done some amazing things.
God luck. Great Blog!
Dave
The best and wise idea is to take a sample of your product to a packaging expert instead.
harry
http://www.abc-packaging.com/sections/Type_70.asp
I agree with Stephanie Weaver about her thoughts regarding more use of paper products. This way you can make a good use of recycled products which are ecofriendly and cost-effective if bought smartly.
A good use of fancy paper, flouroscent paper and some use of BOPP may make the product look wonderful when packed. Of course, the whole beauty lies in the way they are decorated while packing and definitely, a good deal for your purchase that makes the rest feasible.
