All wrapped up
There's probably only a handful of woman in the western world who couldn't tell you the colour of Tiffany & Co's signature box. (It's blue for the uninitiated).
Having made its debut in 1837, today the lustrous blue has become so closely identified with Tiffany & Co that it is trademarked as its own colour- appropriately dubbed Tiffany Blue.
With the establishment's iron clad rule never to allow a box bearing the name of the firm to be taken out of the building - except with an article that has been sold by them and for which they are responsible - the blue box cannot be purchased, it is only given.
Symbolizing quality and craftsmanship, the understated blue box epitomizes the importance of custom designed packaging in relation to customer loyalty and brand promotion.
Dealing with numerous fashion retailers, including major department stores, large retail chains and fashion boutiques, Carolyn Dam - design director and owner of custom printed packaging company The Wrapping Paper Co - says receiving a gift from a prestigious store that uses custom gift wrap also defines the buyer to be a discerning consumer.
"Custom printed wrapping and accessories readily identify the brand of a store and help create customer loyalty. More importantly, retailers that use custom printed wrap show pride in their brand, and wish to present their product in the best possible way. Fashion retailers often use printed carry bags to package goods in, but this also improves brand awareness - but for a special gift, additional wrapping needs to be offered. In Europe subtle, beautifully designed gift wrapping that incorporates a brand or mark is de rigueur [required by etiquette] for all finer retailers."
Adding that an understated design is often preferable, Dam says using a recognised pattern or watermark in the design of the tissue paper or a foil impression on ribbon or maybe just a simple seal is enough to get your story across.
"Custom designed paper may not even have a brand name in the design, maybe just a graphic or colour combination that is unique to your brand."
In the process of developing a new look for her packaging, womenswear designer Lisa Ho believes it is an extension of the fashion she produces.
"For this reason we ensure the quality is the best. We get customers saying that they keep the bags that the fashion comes in. A few years back we had different colours for each different sized bag and some customers would ensure they collected all the colours."
Coming through in a few months, the concept behind her new packaging is a neutral colour scheme to complement the varying seasonal colours of the collections.
"This packaging will carry through to new coat hangers and boxes for evening wear," Ho says.
Although classic design and colours remain strong, wrapping is intrinsically based on new fashion trends, says Dam.
"We are seeing a greater use of metallic and pearl inks as well as layered or textured looks. Colours that are currently popular are rich reds, chocolate, latte, lime, avocado and aubergine. Patterns are going through a strong revival at the moment in all areas of textile design. Grosgrain and satin ribbons are being used extensively, especially custom branded satin ribbons."
Also often asked for recycled materials, Dam tells her customers that they mostly use 100 per cent recycled paper stock and environmentally sound printing inks.
"Ethical packaging is important to a lot of retailers and there appears to be a reemergence in the use of 100 per cent recycled craft papers with beautiful designs printed on them."
Producing custom made tissue paper and garments covers for Myer, Marianna Hardwick, Calvin Klein and Cotton On, Bee Dee Bags Australia is keeping in line with what the market is looking for.
Bee Dee Bags national sales manager Steve Dicker says water-based inks are now an option, along with recycled paper materials.
"Packaging plays an important part in the presentation of any retail item. It identifies the business out on the street and can portray the overall image of the store."
Choosing to use environmentally friendly and accredited suppliers like Gispac, M Webster Holdings (MWH) - owner of David Lawrence, Marcs, Morrissey and Jigsaw - is currently endeavouring to centralise the production of its packaging with one supplier to consolidate costs.
"We have previously used a variety of suppliers [including] Gispac, Pac Trading, New Directions and Keenpac, says MWH licensing manager Merryl Mills.
"It's important to shop around for the best price. Prices can vary dramatically depending on supplier. It is also important that you are comparing 'apples with apples' when comparing quotes, as there are many printing variables."
For New Directions Packaging general manager Mohan Nair
Quantity, material used and printing requirements are the main variables that affect pricing to a large extent.
"The number of colours, embossing, foiling, type of finish, metallic inks and textured paper can all add significantly to the cost of custom made packaging."
Producing garment bags, boxes and wrapping solutions for numerous fashion retailers including Oroton, Versace, Jigsaw, David Lawrence, Sportscraft, Tarocash and Calibre, New Directions Packaging tries as much as possible to use recyclable materials and water based inks for printing.
"To some extent there's an increase in customers looking for ethical packaging. [However] the option of using 'recycled' material at the moment is very cost prohibitive.
"The cost of designing and printing custom gift wrap can be more than what a small boutique can afford," he says.
"Many retailers see it now becoming part of their overall marketing strategy and include it within their advertising budgets. For those retailers who do not have the budget to afford custom printed gift wrap other options can include custom printed ribbon, Belli-Bands, gift tags or gift seals."
Agreeing smaller retailers tend not to order custom printed tissue paper as the minimum order quantity and cost is usually beyond their budget, Nair says [smaller retailers] see it as a luxury item that they can do without.
"Instead, they order plain tissue paper in colours that match their décor or branding conventions. The key elements customers look for when ordering custom packaging are price, quality of the materials used, quality of the printing, the finish and production lead times."
Identifying that packaging is a priority for the branding and image of MWH's labels, Mills says presenting the garments to the customer 'gift wrapped' gives the customer the emotion of purchasing an 'investment' item that has a certain level of prestige.
"This gives the brand a desirable image and positioning in the market place. It's important to make the customer feel important. Presenting the purchase to the customer in a professional manner that makes the customer feel special can lead to brand loyalty."
With the slogan, "get packaged.... get noticed" on its website, New Directions Packaging believes packaging is a perfect medium for retailers to promote their brand, as well as show and utilise the creative side of their business by creating eye catching packaging with a point of difference.
"It can, most definitely also help with customer loyalty," says Nair.
"At the extreme end of consumer culture, we've had a couple of retailers who we've created some high-end boxes for, who have told us of customers who have confessed to buying their products just to own these boxes."
One of the most recognisable packaging items in retail - the Tiffany Blue Box.
Customised packaging at The Wrapping Paper Co.