Thursday, 24 December 2009

Do Luxury Brands Have Christmas In The Bag? – 24/12/09

As it is only one sleep to Christmas, we find ourselves pondering the allure of Christmas-specific packaging.

A thought-provoking Seattle Times article has suggested seasonal bags are “mini billboards”.

Consumer psychologist Kit Yarrow says, “Sometimes the bags are more expensive than what's in the bag, but hopefully that person will continue to use it — their lunch goes in, sweater, extra shoes. The bag is not just a billboard, it's an endorsement. If someone you think is cool is carrying the bag, then you think that store is cool.”

Many luxury houses, such as Chanel and Prada, have Christmas-specific packaging, boxes, wrapping, ribbon and sometimes trinkets for animation, which differs from the usual packaging (that is generally beautiful). We believe this adds an additional element to the touch point with the consumer. It becomes a 'limited edition' of sorts, simply due to the packaging. The packaging becomes coveted, which is a Christmas bonus.

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,