Small Things in Big Packages
Gift-givers make impressions with the boxes, not what's inside
Do customers love you only for your packaging? An article in The Wall
Street Journalsays holiday shoppers bought inexpensive trinkets at luxury
retail stores simply to impress their loved ones with the prestigious boxes.
Coffee mugs from Neiman Marcus and snow globes from Bloomingdale's make
perfect gifts for the label-conscious, consumers told WSJ. Other people
saved boxes, ribbons and bags from Cartier or Tiffany to wrap crystal or
candy dishes that came from other stores. Such packaging makes the gift
unforgettable and sentimental, prompting the reaction "You went to
Tiffany for me?"
Luxury retailers tell WSJ they don't worry about cheapening their
brand when people use their boxes to wrap the trifles; their packaging is
a form of advertising. The problem arises, of course, when the gift inside
falls apart or the recipients try to return it to the wrong store.
by Stacey King
Copyright © 1999 by Bond Communications.