- 27th September 2017
The show's on the road
Formes de Luxe, September 2017
The travel retail market is increasingly a focus for luxury brands' premium launches and limited-edition exclusives and yet packaging is seldom designed for the channel. POS merchandising, meanwhile, is showing unbridled creativity.
In 2015, global travel-retail sales fell by 2.7% in 2015 to 62 billion dollars, according to the Tax-Free World Association. The business is currently seeing somewhat of a rebound following several years of sluggish performance: preliminary figures show that global sales last year climbed by 2.5% to reach 63.5 billion US dollars. From a category perspective, wines and spirits
"The aniti-corruption measures in Asia had a massive impact on gifting, which makes up a significant amount of the travel-retail purchases in the region" explains Toby Wilson, chief opperating officer at UK-based packaging manufacturer MW Luxury Packaging.
Following the domestic market
In spirits, travel retail exclusive limited editions are also an opportunity to develop unique packs.
"For travel retail, brands are looking to engineer credible value into their packs by building them for longevity; rather than be disposable, the (secondary) packaging is made to be retained, a keepsake of sorts. And since they are trying to build a story on the limited space they have in travel retail, some brands choose to work the packaging angle very hard." explains MW's Wilson.
For a partnership between Johnnie Walker and luggage designer Bill Amberg for the Blue blend, MW created a secondary pack meant to reflect the concept of layering evoked by the whisky blend. The box featured a core pattern that was debossed and panelled onto the rigid board, while on the inside a white diffused multi-piece injection moulding built on the idea of layering
Source: Courtesy of Formes de Luxe.
You can read the full article in the September edition of the magazine.