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I was reading an article from a current issue of DNR and it gave me an idea for an article.

Basically it was about the new surge of denim players (Rock & Republic, Shmack, Imperial Junkie) using creative packaging to hopefully make their brand stand out from the heap of denims displayed on store shelves. While some experts/designers agree store retailers seem to think it is a waste of space and have the customer experience stories to back it up.

Retailers think their is a thin line between bulky and beautiful when it comes to the display that some of these manufacturers send along with their garments.

Shmack clothing at one time packaged all of its denim jeans in sneaker boxes and had the size and wash displayed on the side. Their new fall offering of denim comes packaged in a cigarette box that says Shmack Shlims (pictured below). I don’t know if that is exactly the right signal to send to your consumers, but they obviously know their target customer, because most will think it is cool and it will definitely get your attention, but how many will actually take home the extra package other than denim aficionados.

Many retailers say that it can be good for breaking away from competing brands on the floor, but all in all most of the packaging is useless once the customer makes a purchase, but would be an extra incentive if the creation was reusable.

It is definitely more expensive than shipping in boxes with poly-bagging, but most manufacturers have the difference in price covered in the wholesale price and most customers are willing to pay in order to acquire the latest in fashion.

Many manufacturers should take note that a custom package or casing could definitely be the deciding point to a consumer when they already have so many choices in denim and most are replicas driven by a brand name or premium price tag and with so many possibilities (leather, wooden boxes, pop culture) your creative genius is the only limit.

What are your thoughts on Creative Package Merchandising? Leave Your Thoughts

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