Belmont Packaging’s Best Foot Forward

Stuart Pritchard February 12, 2019

KATE HULLEY from Belmont Packaging looks at the importance of footwear packaging in 2019…

This past month it’s been reported that JD Sports profits have boomed due to the rising trend in ‘athleisure’ – fashionable sportswear and trainers worn outside of the gym. Retail-ready packaging plays a crucial role with brands competing with hundreds of others on the store shelves for that few seconds of the consumer’s attention and to catch them at their Zero Moment of Truth (ZMOT) – a term first coined by Google. This is where display packaging comes in.

However, things are slightly different when it comes to fashion and footwear. Typically, they’re not displayed in boxes on shelves, but it doesn’t mean that packaging is any less important for this industry.

THE BUYING EXPERIENCE

There are several factors that need to be taken into account whilst producing a stand out retail-ready box

Customers shopping for new shoes, trainers or other footwear, tend to want to match their lifestyle to that brand, meaning that every second the customer interacts with that brand, whether that be on social media or in-store, the brand needs to be consistent. With so many brands readily available, it’s the small details that make a difference, and this often leads back to the packaging.

For footwear specifically, even the boxes that are stored in stock rooms need to be fully branded and made well to ensure that the customer is purchasing a quality product as it is most likely their final impression before taking the shoes off to the checkout.

QUALITY PACKAGING SUPPLIER

Customers shopping for new shoes, trainers or other footwear, tend to want to match their lifestyle to that brand

Whilst you want to work with a corrugated packaging company that will come up with innovative ideas, it is important to work with a supplier known for quality with custom printing capabilities.

There are several factors that need to be taken into account whilst producing a stand out retail-ready box. This means that the box not only has to have the obvious factors of looking great and feeling high-quality, but it also has to have the following:

* Easy to identify – clear print ensures retail staff can easily and quickly identify the product

* Easy to open – the box needs to be strong enough to withstand transit and be undamaged when it reaches the customer’s hand

* Easy to merchandise – optimum size for storage whilst protecting the product well

* Easy to recycle – it should be easy enough to recycle but nice enough for the customer to want to keep.

THE ECO-CONSCIOUS BUYER

For footwear specifically, even the boxes that are stored in stock rooms need to be fully branded

2019 is going to be about the eco-conscious buyer as more and more people are realising the effect, recycling has on the planet. However, it goes further than that. Consumers want to know that brands are being environmentally responsible for sourcing the products that make up their shoes and the packaging that goes along with it. This means brands are going to have to search out environmentally responsible suppliers who make the effort to reduce their carbon footprint through their own initiatives. This will put a great focus on packaging manufacturers to become FSC Certified for responsible forestry.

2019 is also going to be a big year for brand experience and overall quality. The new-age consumer is becoming more aware and they want to have an experience when they make a purchase, not just a simple transaction. Both brands and manufacturers will need to work together closely to deliver that experience

BE READY…

For more information on retail ready packaging and the solutions available, take a look at the retail ready packaging solutions by Belmont Packaging.

belmontpackaging.co.uk