Study Task 09: Outcome(s) Evalutation & Feedback

The luxury sector by all accounts does not hold sustainability 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. Each of the produced outcomes feature application of such accents, personal touches and finishes to retail bags made with sustainable, eco-friendly materials to explore the power these hold in creating appeal to the high-end consumer at point of purchase. 

All materials used in the production of each of the 6 bags are either biodegradable, recyclable or repulpable - if not all three - using no inks, harsh chemicals or excessive energy to produce. The difficulty in creating appeal in eco products to the luxury, high-end consumer is ultimately a result of the contrast is sector cues and visual language, as 'marketing and consumption of Eco-products and nature is within the cultural framework of environmentalism’ (Nayar, 2009: 50) as opposed to within the cultural framework of luxury and excess. Despite this, the outcomes produced, to some extent at least, give the impression of luxury if nothing else. The stocks and materials used do not all appear typical of the commonly regarded interpretation of 'eco' package design, with some in fact appearing somewhat contemporary and/or stylish.

Finishes applied to the bags include embossing, de-bossing, die-cutting, foiling and the addition of a tied bow keeping the bag closed at the centre, all of which are eco-friendly. Each of these finishes, subtle or more prominent, encourage tactile exploration from the luxury consumer whilst enhancing enhancing appeal via establishment of an 'intimate connection between the object and its users.’ (Nayar, 2009: 49) The bow, tied at point-of-purchase by a sales assistant, creates a memorable experience for the high-end consumer while becoming a compound of their perception, memories and feelings towards the brand. This in turn allows brands to establish exclusivity through successful differentiation from others within the same cultural framework, additionally increasing greater market yield potential as ‘Companies perceived to have the highest level of product service quality, excellence and luxury create a very loyal base of customers.’ (Reece, 2013: 34)

While the outcomes may lack the vibrancy and depth of colour featured on bags provided by the likes of Louis Vuitton and Gucci, it would be an injustice to say that the outcomes do not have an air of luxury about them. Though not explicitly luxury in their aesthetic, the devices used enhance perception to a level somewhere in between the two cultural frameworks of luxury and environmentalism. It would be hard to unequivocally say that these outcomes would capture the niche desires of the high-end consumer on initial perception, though when it comes to more considered appraisal thereafter, some of these bags may have what it takes.

Feedback

Would you consider these bags to be within the cultural framework of luxury or sustainability? Why?

• I think they sit in between the two - they aren't what you'd expect from a luxury brand in terms of materials but they are in terms of finishing.
• They look like you'd get them in a more expensive/premium retailer, maybe not luxury though because luxury brands don't really care about the environment.
• I'd say they were sustainable luxury, so either.
• A more specific sector of luxury, eco-luxury - a new framework?
• Both, they fit in to either.
• The ribbons and effects make them luxury.

Do you believe finishing methods featured on the bags impacts your perception of them? Why?

• Yes, you expect those things from luxury brands as it creates the perception of expense.
• Yes, the bow on the top especially. It makes it feel special and it feels nice to open it.
• Definitely, it makes them less standardised.
• Yes, finishes always make things appear more luxury.
• Without the finishes the bags would look cheap, so yes.
• All finishes add a certain luxury because they aren't necessary, they're extra.

Do you believe these outcomes have the potential to appeal to high-end consumers of luxury products and services? Why?

• Yes, the materials aren't cheap and they're made from special papers so they should see them as more special than other bags.
• Maybe, if they're also conscious of the environment.
• I'd say some, but not the super-rich. I don't think they're luxury enough for them.
• Yes, they're different to what they get now and high-end consumers always want new things.
• No, I don't think they have the sheen/gloss to create appeal.
• Yes, but not all of them - maybe people who also consume eco-products?

What more could have been done to achieve sustainable luxury?

• It's difficult to say because I'm not sure if adding anything else would keep them eco/sustainable