Whilst economies throughout the world have been affected by recessions over recent years, this hasn’t been the case for the luxury goods market and as a result, the luxury packaging sector has continued to thrive.
In 2014, spend on luxury products in the UK grew by 7% and annual sales were more than £10 billion. It’s predicted that the European luxury products market will grow to around £96 billion by the time we reach 2018 – this means that the market will have grown by £24 billion between 2013 and 2018, a monumental development. It’s expected that the UK, currently third highest behind Italy and France, will be the biggest luxury market in Europe by then.
Whilst people are making cut-backs on their everyday purchases, this allows for the occasional larger, more luxury spend. With these figures, it’s no real wonder that the luxury packaging sector continued to thrive as it has benefitted from the growth of luxury product markets.
What is luxury packaging?
Luxury packaging must represent the luxury product inside and as a result, must be manufactured from quality materials, with a luxurious design. Consumers should be able to spot luxury packaging at a first glance so that they can recognise that the product is also of a high quality.
To create the impression of luxuriousness, packaging should provide a poly-sensory experience; not only does it need to look good, but it must also feel good in your hands, or even smell luxurious. As a result, in many cases, the structural designs of luxury packaging aren’t exactly innovative, as the idea of luxury is that it will be easily recognised and people will keep coming back to the same style.
Packaging doesn’t have to be overtly showy to suggest that it is luxury, in fact, in most cases, luxury packaging is quite the opposite, with designers following the mantra that ‘simplicity is key’. Whilst much consideration is put into choosing the best materials and most extravagant branding, luxury packaging designs usually favour textured materials and pearlescent varnishes to garish, bright colours and glossy materials.
Premiumisation
In recent years, particularly during the recession, there has been a considerable growth in ‘premiumisation’. This is where affordable products are packaged and branded in such a way that they appear more luxury and as a result, are much more desirable to consumers. Not only does premiumisation help brands to build desire in their products by creating a luxurious identity, but it can also help products to reach a new audience by branding their products in a different way.
People will always aspire to a better quality of life, so by putting thought into creating luxury packaging for affordable and accessible products, brands that are successful at premiumisation can draw up a lot of new interest. The continuing growth of premiumisation is a further reason that the luxury packaging sector continues to thrive.
If you are looking for a luxury packaging solution for your products, you can call The Packaging Experts team today on 01256 352415 or email us at info@thepackagingexperts.co.uk and our team will be glad to take on your challenge.
