Want to create a memorable unboxing experience? This is what your fashion brand must consider15 February 2021
The global fashion industry is worth £2tn ($1.5tn) and it brings the UK more than £30bn a year in revenues. With retailers all competing for the attention of consumers, standing out from the crowd has never been harder. Taking every opportunity to engage and interact with your customers, sometimes without words can be the key to creating brand loyalty and a lasting impression.
Part of the secret to success involves creating memorable experiences and a much overlooked aspect of this lies in the unboxing process.
What is an unboxing?
Unboxing refers to the unpacking of fashion or hi-tech products typically purchased online. The idea of unboxing is not just about receiving a parcel, but going through an experience that engages the senses. Much like a kid on Christmas morning, the anticipation of what’s inside the package can create a lasting personal impression on your customers that is difficult to replicate in other areas of your business.
Unboxings are incredibly popular on video streaming sites such as YouTube and TikTok, where countless videos are dedicated to showcasing the experiences people have when opening a parcel. Unlike a typical online order, fashion is brought to life in the unboxing process with branded packaging, free samples, personalised notes and fragrant scents.
These little extras make customers feel more valued and demonstrate the care and attention to detail of your brand. When you are trying to stand out, you need to offer more than the product alone, something that high-end luxury brands such as Gucci and Louis Vuitton are renowned for.
Where do you start?
First and foremost, establish what message you want to send out. This needs to be aligned with your other brand messaging and marketing materials. For example, if you are a brand focused on sustainable clothing, does your packaging reflect that and how do you show this to your customer?
Secondly, choose which elements of your packaging and products you want to brand.
Swing tickets can elevate garment presentation
As part of your unique packaging experience, it also needs to extend to the presentation of your apparel and the level of attention you give to items such as swing tickets. This is yet another opportunity to reinforce your brand and communicate who you are. For example, having an apparel brand focused on fitness, using your swing tickets to include motivational quotes could be a way to reach out to your audience.
Inspire with distinct packaging
The first thing a customer will get their hands on when your product arrives is the shipping packaging. This can be a box, bag or poly mailer. Yes, plain packaging may be cheaper but it does not build the brand recognition you want in order to stand out. This is your first opportunity to tell your customer exactly who you are through your logo, colours and packaging quality. Think outside of the box, literally!
Custom tissue paper can add brand value
If your items are fragile and require extra protection, a fun way to build your brand aesthetic is through the fillers you choose. Many fashion brands opt for custom tissue paper as an initial layer of protection as this is a cheap, but surefire way of showing your company cares. It leaves a lasting impression and helps your customers recognise that your product is special.
Business cards, leaflets and newsletters
Including a branded business card can be a simple way to reinforce your brand identity as well as provide the customer with more information. For example, relevant social media information and hashtags on a business card could encourage users to upload their items to Instagram and be a part of your online community.
Newsletters and handy tips are also great reading material that add value to the customer. This doesn’t need to be long or exhaustive, but some positive reading material helps you stand out and engage your audience in a different way.
Free samples, voucher codes and personalised notes.
Perhaps the most exciting part of receiving any parcel is the little personal touches. Mass-produced factory items are commonplace, but showing your customer a little bit of love can go a long way.
Small handwritten notes including the customer’s name are gestures that many people appreciate and enhance the positive unboxing experience. This might not be realistic for every business, but for many who are fighting for every customer, this can be a unique way of adding charm to the unboxing process.
Free samples and personal discount voucher codes can play a huge part in a memorable unboxing experience. Adding a small gift or sample is the sort gesture that can increase customer loyalty and create interest in other products or launches.
Ultimately, it is crucial to understand that the little things go a long way, especially when you are trying to stand out from an already bustling crowd.
Andy Dunn, the founder of Bonobos says it best: “At the end of the day, you’re not building an ecommerce company, you’re building a brand that has ecommerce as its core distribution channel.”
Take some time to re-evaluate your packaging and branding and how you can elevate it to be the best, and if you need any help feel free to contact us today.