Is it necessary for Lingerie brands pay much attention to lingerie package?

IExquisite lingerie package bring potential market share for Lingerie brands

Author Shella (Mao Feiqiong)            10/29/2010

Market specialists estimated that there will be large leap over lingerie sales statistics in the future 5 years, more and more Chinese and abroad female than ever start to spend their spare time in lingerie enjoying and buying. They even spend much more in buying high quality lingerie with unique functions to shape their body. The up-rising market demands ask lingerie manufactures for higher standards on lingerie package. We can predict that nice lingerie package will become a trendy. Considering the special characteristics of lingerie, the lingerie package not only need to pay much attention to its color, print, words and function but also give much concerning on its culture, which can bring inspiration to the consumers directly or indirectly.

A report published in Packaging world magazine on May, 2010, Written by Jim George shows that many global famous lingerie brands such as La Senza, a well-known lingerie retailer in Canada and 30 other countries,started to extend their branding into classic package to express its brand characteristics of sexy, feminine, sophisticated, and indulgent. Another report about Topshop from the same magazine by Jim George reported that Topshop, which is introducing a family of make-up products in package designs which are unusual packaging in its industry. Another report By Raptorfan from Newser User shows that Victoria’s secret bag makes women feel sexy---

We can infer from above reports that the nice design lingerie package will be a trend for global lingerie brands to seize their potential market share. The lingerie brands with exquisite packing will match with its popularity among the customers. Lingerie consumers will ask for unique package service with spending higher on lingerie to express their inner emotion.

Cite shopping mall as example, lingerie zones are attractive when we place first glance on, varieties of lingerie in different colors with different prices were hanging in each store, We approaching them, giving it a try and ask the shop assistant to package one for ourselves, they drag out one piece from the bottom drawer, we saw the drawer is in a mass with plastics, advertisement books even a bottle of water, at this moment, Do we feel a little depression to think that why we spend more than 100 dollars to buy one piece with latent virus under bad disposing environment? Maybe next time we will strictly with ourselves in lingerie purchasing. Actually, it is common attitude among consumers when they meet with the occasion as above, with the improvement of people’s living standard, consumers ask for better product service when they pay for it. As lingerie manufactures, we should take this seriously to think out resolution for lingerie’s package. R&D design success is not just for lingerie itself, attaching more attention to lingerie package will bring the whole products collection life to express lingerie’s design, function with brands concept. The package I refer to is not common export package, it is super package focus on sexy and classic lingerie which are mainly selling though retailing mode. For the brands, the package is not only mean of expressing your brands concept and design intention but also sometimes big and tank function package can play the role of cabinet for the consumers to change and wash their lingerie. The consumer range are widely in special occasions such as valentine’s day or other anniversaries, lingerie with exquisite package will be the first choice for different customers to buy for their intimates as gift.

Giving priority to the lingerie package, which aspects we should pay much attention to?

Firstly, the lingerie package should manifest products’ characterists.It is well know that lingerie was grouped into different categories such as bra, pant, lingerie, bikini, thermal, loungewear and shape-wear etc. We infer from its different characteristics that different designs have its own package requirements, currently the whole lingerie industry are lack of environment protection acknowledge on lingerie package sector except common advertisement hangtag with simple gift bags in plastic or paper etc, which is commonly used for pants, bikini, thermal, loungewear etc products, for sexy lingerie and shape-wear, I think the package should make further efforts to express the products function, lingerie usage, design concept and brands culture in innovation ways instead of usual way.

Secondly, considering lingerie package as a skin protector, it is widely acknowledged that ingerie is close to people’s skin, therefore the package should be made of healthy material, function as a supplementary products to support underwear’s shape especially for shape-wears etc. I personally recommend blister package, which is best choice to keep lingerie shape.

Thirdly, we can make best use of lingerie fabrics covering in the lingerie package to express feminine traits, such as lace, silk in butterfly or other unique shape.

In general, a good lingerie package marketing with nice product design in elegant shape, colors, slogan etc will be lingerie brands’ image models to publicize the brands cultural and bridge for lingerie products and substantial customers, the sector of lingerie package is new and potential market for both Chinese lingerie industry and abroad lingerie brands.

 www.globalintimatewear.com