Brick-and-mortar retailers use packaging as a tool to extend their brand message. But for online traders, it's as much about marketing as it is practicality.
It's a bit like ordering a soufflé au chocolat and having it arrive on a paper plate. Do you notice the chef has perfected the 'top hat' rise or are you too busy thinking back to weekend barbeques at Aunty Meryl's?
When Kath Purkis launched her upmarket e-boutique in April 2008, she was adamant presentation should match product. And with brands such as Daniel Avakian, Kirrily Johnston, Karen Walker, Ellery and Fleur Wood, there's no place for disposables at Le Black Book.
"Each purchase arrives in luxury packaging which consists of a branded black box with magnetic closure, cream ribbon and charcoal tissue," she explains. "I feel a gift box is more appealing to customers than a carry bag as they are less inclined to dispose of it. Successful online retailing consists of a complete shopping experience."
Industry reports indicate the number of fashion e-tailers in Australia has boomed over the past two years. High street brands such as Brown Sugar and Witchery have crossed over into the world wide web, while niche players like Purkis service smaller, higher end markets. And why wouldn't they with research from industry firm IBISWorld predicting online shopping revenue to total $16.8 billion in 2009/10?
For Purkis, snapping up a slice of this lucrative market is all in the details. Even the colours on Le Black Book's homepage have been infused into its packaging design.
"It was a challenge to find a company that would create the product I was after," Purkis says. "The magnetic closure was the hardest element to source in the packaging but I felt it would complete the look and give it a point of difference. I hope that customers keep their Le Black Book cases and stack them with their Tiffany & Co, Hermes and Chanel boxes."
Given Purkis offers international and interstate delivery, practicality is also essential. Le Black Book boxes are created using the thickest and strongest card available on the market and wrapped in recycled paper for transit.
The packaging is sourced from China by an agent in Australia - a profitable alternative, Purkis says, given each box costs $2.50 compared to $8 through local suppliers.
"I tested various sized boxes and packaging methods and decided to choose a hard box that could flat lay at least two dresses. It also had to be something customers could recycle and never throw away."
E-retailer Nicki McMahon's approach to packaging is tempered by experience. McMahon launched beloved.net.au in 2007 while undertaking a degree in marketing.
"I recall that I once spent $440 on a dress from a store interstate, only to receive it in a white paper shopping bag held together by staples and with my mailing details scrawled on it with a thick black marker," she says. "I remember being mortified because this dress was made of layers of delicate silk chiffon and could have been damaged by the staples."
McMahon stocks tightly edited collections from designer labels such as Therese Rawsthorne, Jayson Brunsdon, Tina Kalivas and To Sir With Love. Needless to say, none of these are delivered in small paper bags.
"We wrap the items in a couple of layers of brightly coloured tissue paper, use little black cardboard gift boxes and then finish them off with gorgeous double sided satin ribbon," she explains. "Given the nature of beloved.net.au, which stocks some really special designer labels, I think it's appropriate for us to have a level of packaging which really does reflect our boutique."
For Wendy Vanda Medanic, who specialises in selling designer garments at specially discounted prices, her packaging solution is as much about marketing as it is offering her customers a terrific bargain.
"I decided against boxes as they are too bulky and would cost the customer more in postage," she says. "Soft packaging is more practical and also recyclable."
Medanic launched destinationsale.com.au earlier this year, offering collections from Hussy, Valerie Tolosa, Pascucci Couture and Davis Eyes. Orders are wrapped in black tissue paper and sealed with a branded Destination Sale sticker.
"For purchases made with a gift wrapping request, I package the garments in thicker black paper - which is the main colour on our logo and website - and tie them with fuschia pink grosgrain ribbon," says Medanic.
"I found all my printing and packaging sources on the web. Being in the online business myself, I like to support other online retailers - plus it saves a lot of time."
Viva La Frock founder Mervat Gasham, who launched her online dress store in 2007, also believes soft packaging solutions are the way to go. Flossy pink tissue paper and baby pink chiffon ribbons are used to tie back to the store's logo, while Viva La Frock stickers also advertise its URL.
"I used to use boxes for some of the more beautiful, delicate dresses but they crushed quite badly in the mail," Gasham says, noting more ethereal designs from brands such as Liza Emanuele and Grace & Hart. "Crushed boxes don't look particularly appealing so you have to be innovative with how you package the frocks. Now I wrap dresses in plastic, then tissue paper and place them inside a satchel lined with bubble wrap.
"For presentation, you want the customer to feel like they are unwrapping a gift. It's all about creating a memorable experience."