Have you ever kept an old box from a major purchase? Or carried around a nice-looking tote bag that a random retailer gave you? As a brand owner, packaging might appear to be a means to an end, but it’s all a part of the customer experience. Great clothing packaging leads to higher customer satisfaction–and more sales in the long run.
But what makes great packaging? And why should it matter to you? Let’s analyze the importance of clothing packaging from a branding perspective, and how you can improve your packaging game in the future.
Does clothing packaging matter?
When a client gets your clothes in the mail or after coming home from the retail store, the first thing they’ll be interacting with is your packaging. This is partly why unboxing videos are so popular–a good package builds anticipation for the product inside.
But you shouldn’t judge the book by its cover, right? Just because your packaging is plain, that doesn’t mean the product inside is either. While this is true, first impressions are essential in any business, especially in a competitive market like apparel.
72% of customers admit that packaging affects their purchasing decisions. That’s a significant number that only shows how important packaging can be for smaller brands to stand out. But why does it matter so much to clients? There are four main reasons:
Maintains quality control
Good packaging is not only aesthetic but also practical. A solid box package with proper seals tells customers that their product is safe and secure inside, with no possibility of tampering from third-party sources.
Furthermore, complete packaging may have instructions on how to care for clothes. This gives your customer a better idea of how to make the best of their purchase and makes your brand look professional and high-class.
Pushes branding
What better way to unify all your different products than wrapping them in the same branding material? Most packaging already has the logo of the brand emblazoned on it, but great packaging glitters with the brand’s personality.
Zana Guild’s luxurious gold foiling and light Edwardian green packaging show off the brand’s classical and refined temperament. In a differently styled but equally great example of packaging, Commbi’s packaging reflects the curved soles of their shoes, focusing on functionality and playful branding.
Works as free promotion/advertisement
Considering the last point about branding, it’s not hard to see great packaging as a source of promotion. Social media has made it popular for customers to post about their new purchases online, especially if the package is stunning. Even without posting, many people still carry tote bags or reuse old packaging boxes for other people to see.
Any new brand can easily leverage this to find more curious eyes in their storefront. More importantly, it brings a broader brand awareness that pays dividends as your new brand’s reputation starts gaining traction.
Enhances customer experience
Who doesn’t love a good-looking gift box? Customers are likely used to buying clothes of all textures and sizes, and their feelings about a product aren’t as objective as they may first appear. They’re ultimately affected by little things outside of just the product; kind salespeople, helpful assistants, funny social media posts, etc.
Packaging is the first thing the customer will interact with before finally trying your apparel. As such, clothing packaging can either greatly enhance your customer’s experience–or even ruin it, if they deem it unprofessional or tarnished.
Not sure how to pack your products? Shirtual’s merchandising services include extensive packaging options from experts who will follow your instructions to the letter. If you’re still curious about how you can package to stand out, let’s look at:
How to do clothing packaging right
There’s a lot of different ways to package clothes, both cheap and expensive. Plastic bags, cloth tote bags, cardboard boxes, mailers–these are just a few options the average brand owner has in their arsenal.
However, even small brand owners with budget packaging have ways to enhance their packaging game. Consider these options here for your apparel brand:
Custom printed boxes
Custom printed boxes are a relatively common packaging that easily communicates a premium or ‘luxury’ feeling. Typically, these packs have their brand’s logo emblazoned on the front (usually in foil or another shimmering material), as well as some patterns that can enforce the brand’s personality.
There are numerous types of boxes for packaging, but the more common types you may use are paperboard, rigid, or corrugated.
Paperboard is an affordable carton box that can be folded into shape and printed with extra designs for brand differentiation–at the cost of sturdiness and longevity. Rigid boxes are stronger and give a much more premium feel (think iPhone boxes), but they’re also more expensive. Corrugated boards are an in-between point for strength and affordability, but they can be much more challenging to customize.
Printed garment or mailer bags
Garment bags are designed to keep apparel safe from the elements, and are often used to be hung up. Mailer bags, meanwhile, are lightweight plastic envelopes designed to keep the contents safe and dry.
Both of these packaging are mostly made for on-the-go or shipping purchases, but that doesn’t mean you can’t get creative with them. You can print simple words or a logo on mailer bags, and choose colors that suit your brand’s focus.
Custom tote or drawstring bags
Tote bags and drawstring bags are a sustainable and fun way to change up your brand’s packaging. They’re normally suited for offline shoppers who want to carry around their products while browsing stores, but they can also work as a goodie bag or merchandising gift for online purchasers.
The great part about tote bags is that they’re very flexible to work with. You can have simple logos printed on them, or more elaborate patterns and colors to further stand out from the crowd. Either way, tote bags tend to be the most reused packaging material, so they’re definitely something to consider if they’re within your budget.
Colorful hang tags
Can’t afford some of the more expensive packaging options? No need to fret–the hang tag has you covered. These inexpensive paper or carton tags are designed to show off your identity as a brand and what you stand for. While the square shape is the traditional form of it, you can cut it and shape it in numerous ways to achieve personalized clothing packaging perfection.
If you want more ideas on personalized clothing packaging, check out our other list of ideas for your brand. Still need someone to help figure out your clothing packaging needs? Shirtual’s one-stop solutions provides elaborate packing services as well as worldwide distribution and manufacturing. Focus on your brand–let us help handle the rest.
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