Study Task 08: Pitching Your Ideas - Feedback

Idea 01

Luxury packaging by its very nature is twinned with the idea of excess materials. The impact of such an overabundance of packaging on the environment is clear, however it is this excess that differentiates luxury from the ordinary. Idea 01 proposes the re-creation of retail packaging (bags, boxes, wrap etc.) used by luxury fashion houses such as Louis Vuitton, Gucci, Chanel, Dior etc. using sustainable, recyclable materials to analyse the impact these have on brand perception from high-end consumers while exploring the debate between sustainability and luxury. Exploration of only  environmentally friendly and sustainable materials, such as recycled papers/cardstock, textiles and eco-friendly finishes instead of un-recyclable substrates, satin/cotton mix handles, and lamination /gloss finishing. Can the sector cues of environmentalism be appropriated by the luxury sector?

Feedback

Feedback received regarding idea 01 suggested that while the re-creation of retail packaging used by luxury fashion houses using sustainable, recyclable materials would allow for exploration of the debate between sustainability and luxury, it would be difficult to analyse the impact this would have on brand perception from high-end consumers as this would require attaining feedback from

individuals not within reach. 

Idea 02

Upon receival of luxury goods, consumers of high-end products can expect to be faced with multiple layers of packaging - most typically boxes within boxes within bags. This overabundance of packaging can be represented by Russian Matryoshka Dolls, repeatedly placed inside one another just as a luxury product is within any of its numerous packaging solutions. Idea 02 proposes a Russian doll style showcase of luxury packaging materials and finishes through this metaphorical strategy. Featuring embossed stocks, foiling, embossing, lamination and glossing in this format would capture all that luxury packaging seeks to provide to high-end consumers, whilst also signifying the enhanced sales appeal and greater consumer appraisal evoked as a result of heightened suspense of receival and/or ownership provided by such packaging.

Feedback

While the identified metaphor of Russian Matryoshka Dolls for the overabundance of packaging repeatedly placed inside one another was receieved well, it was thought that the ambiguity of the final resolution would make it difficult to understand the idea without prior explanation. Additionally, the form/shaping of the dolls would be hard to create and apply finishes to, making the idea redundant.

Idea 03

The luxury sector by all accounts does not hold sustainabilty of packaging high within its list of priorities, most probably because the materials and aesthetics associated with the enironmental sector of design do not create appeal to the high-end consumer who revels in the lustre and grandeur of luxury packaging. That being said, it is the fine details, accents, personal touches and finishes that truly encapsulate the niches of luxury brands and the packaging through which they deliver products. Idea 03 proposes application of these accents, personal touches and finishes to packaging made with sustainable, eco-friendly materials to explore the power these hold in creating appeal to the high-end consumer at point of purchase. Use of only environmentally friendly and sustainable materials, such as recycled papers/cardstock, textiles and eco-friendly finishes are to be used in production of this packaging.

Feedback

Idea 03 was identified as that with the most synthesis with my critical analysis content. This idea provides ample opportunity to explore different environmentally friendly, sustainable and recyclable materials, stocks, finishes etc. whilst analysing the possibilities of appeal to high-end consumers through upwards comparison potentials supplied through details / accents / personal touches / finishing. It allows for commentary on both the sector cues of the luxury packaging industry as well as environmental considerations.


Following this, further research into sustainable materials will be undertaken and their suitability for packaging.