In late 2008, the very successful online fashion store Net-a-Porter announced that they were launching a “discreet packaging” service – purchases could now be sent in brown paper bags, as opposed to their trademark, elegant black packaging. The e-mail informing of the new service featured the headline “You’ve been shopping – we won’t tell.”
The arrival of the so-called “Brown bag luxury” was mostly a way of simply disguising indulgent shopping – to avoid invoking envy or hostility from less fortunate neighbours and friends. But is also signaled a change in the financial crisis consumer’s mind; stepping away from ostentatious luxury. Net-a-Porter’s move was particularly interesting since their luxury packaging is credited with a part of their success – it’s an integral part of the shopping experience they provide, making it closer to real life boutique shopping.
Mainly, the redefinition of luxury is not merely about playing down the bling. Credit crunch or not, there has been a growing fatigue about luxury brands, that just justify their high prices with the status they represent instead of matching it with uniqueness and superior craftsmanship. Aspects such as environmental concerns and working conditions has also made their mark on how we think about luxury. One obvious way to signal craftsmanship, as well as an unique experience, is to include an element of craft in the packaging, especially when the packaging is an integral part of the product. These are two brands that have worked in different ways with their packaging to convey a sense of well crafted, artisan luxury goods worth spending your money on.
Bois D’Alexa handcrafted scented candles are specially created and poured in Grasse, France by historical candle makers, using lead-free 100% cotton wicks. Each candle is incased in a black French glass with an elegant lead-free pewter lid. The etching on the lid is hand done by artisans.
COTO is a luxury fashion accessories company in NYC, with quite unique packaging. COTO cuff links are packed in tiny glass vials sealed with a cork, while ties are in round capsule boxes. When shipped, COTO’s products come embedded in reindeer moss.
(COTO also talks about their products in a very “redefined luxury” way: “Utilizing nature-borrowed, sustainable materials, we create a limited collection for those who appreciate the details. By using carefully selected components, each product reveals a familiar, almost vintage quality in character and craftsmanship. They complement a style of understated sophistication – for the sartorial and sustainably minded.”)
(Photos from Lovelypackage.com and Reubenmiller.com)
I love that COTO packaging!
There was some great insight into how luxury has changed on the FT luxury summit earlier this summer. http://www.ftconferences.com/luxury/
Thanks much for that great piece of text.
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