In large part due to increased consumer awareness about the environmental impact of the goods they purchase, luxury brands are under pressure to use eco-friendly packaging. In the modern era of sustainability, for these brands, it is a difficult balance to strike between adhering to these new guidelines and maintaining their brand identity.
It is well-known that first impressions are important. A luxury product’s packaging is sometimes the first thing prospective customers see of the brand. While sustainable packaging seems well-suited for luxury goods at first glance, they have historically used plastics, metals, fabrics, and other lavish materials to convey lavish appearances or aesthetics. Other companies use recycled plastics for their packaging. These plastics undergo a process called plastic extrusion. Once the extruded plastic packaging materials pass quality control checks, they are packaged and prepared for distribution to customers for use in various packaging applications, such as food packaging, industrial packaging, consumer goods packaging, and more.
The challenge of transitioning to sustainable packaging has already been accepted by some luxury brands. Others have been slow to shift. Eco-friendly packaging is evolving, and companies must reconsider their adoption to de-risk their business processes and to become leaders in sustainable excellence.
Sustainability Challenges
The demand for sustainable and biodegradable packaging among consumers and regulatory bodies has increased for a wide range of brands. In particular, the health and beauty sectors have adopted sustainable manufacturing practices and invested in natural ingredients.Â
As luxury brands take even greater measures to use sustainable packaging, they are concerned with compromising their brand image. This trend to sustainability presents even greater challenges for luxury brands.
Leading the Way
Although upscale goods come with higher expectations, many luxury brands are working hard to make both their products and their packaging as sustainable as possible. In addition to eco-friendly and biodegradable materials, these brands are exploring other materials and methods to create products that retain the visual appeal and traditional qualities of their products.
Numerous luxury brands are making use of sustainable packaging, including Champagne producer Dom Pérignon, which uses biodegradable cardboard packets. PVH plans to achieve 100% sustainably and ethically sourced packaging by 2025 for its brands Calvin Klein, Tommy Hilfiger, and others.
Making the Move
Those luxury brands seeking sustainable packaging options have a wide range of choices. As more brands adopt sustainability, the green packaging industry is expected to reach a value of $440 billion by 2025. In addition to increased market demand, innovations in materials and technologies also contribute to this growth.
For example, Wrapology has been helping global brands create sustainable and recyclable packaging since 2001.Â
By following their six pillars of sustainability they provide a framework that takes a holistic view of the supply chain and ensures a sustainable product. The project team closely worked with some large brands in specific industries to understand the design constraints and solutions currently being proposed.
You need sustainable packaging to attract customers and maintain your brand reputation if you want to be a luxury brand. By utilizing the right approach, materials, and design, you are able to find premium packaging solutions that can facilitate meeting the needs of your luxury customers, maintain an environmental footprint, and boost your supply chain and shipping efficiency.
