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New trends for luxury packaging market

New trends for luxury packaging market

In a highly competitive market context, luxury packaging specialists can rely on originality and innovation to satisfy luxury houses quality requirements.

 

By Marine Conan and Claire Domergue

Jean-Pierre Brice, partner of CapitalMind and director of a study on the luxury packaging market, reported that “in terms of trends, luxury packaging, due to the size of the budgets allocated to it, is a sector that has  to be closely monitored in order to perceive major upcoming developments”.

While in 2016, he identified three major trends to follow – limited editions and collaborations with artists, a new upsurge of a certain elegant simplicity and the advent of sustainable luxury – new trends have also recently emerged, such as personalization, multi-sensory packaging and new techniques to meet the growing need of brands to frequently renew their collections. Analyses.

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When the packaging says a lot about your brand

Packaging is the consumer’s first visual contact and must make it possible to instantly recognize the brand. For this reason, many of the great names in luxury opt for sobriety by simply associating their brand with a colour. This is the case for Hermès, for example, with its orange pockets associated to the printed brand logo. But also Tiffany & Co and its turquoise blue boxes (in reality, the color is called “1837 Blue”) or even Louis Vuitton which changed its packaging in 2016. The brand has replaced its chocolate brown boxes and bags used since 2003 by a natural ochre colour, with klein blue ribbons and bag handles. This shade called “imperial saffron” has already been used by the famous trunk-maker’s in 1924 in the Citroën boot of the eponymous car. More recently, this colour has also appeared on the poster for the exhibition “Volez, Voguez, Voyagez”.

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