Small Things in Big Packages

April 1999


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.


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