Net-A-Porter Ships Luxury Goods in Brown Paper Bags
Kathleen Moriarty — April 7, 2009 — Marketing
References: net-a-porter & psfk
When times are tight, there’s a stigma associated with excessive and opulent spending. Many people are cutting back. How dare you buy that designer purse? New options are emerging for people who can still afford luxury goods but want to be more discreet about their purchases.
The online site, Net-A-Porter, is now offering to send purchases in brown paper bags, as opposed to packaging that is covered in brand logos. “Brown bag luxury” enables consumers to still indulge in their typical shopping habits without offending others who can’t afford the same lifestyle.
This trend is a new shift in consumer behavior; while branded shopping bags are still considered a status symbol, consumers are realizing that these symbols are less important and superficial in tough times.
The online site, Net-A-Porter, is now offering to send purchases in brown paper bags, as opposed to packaging that is covered in brand logos. “Brown bag luxury” enables consumers to still indulge in their typical shopping habits without offending others who can’t afford the same lifestyle.
This trend is a new shift in consumer behavior; while branded shopping bags are still considered a status symbol, consumers are realizing that these symbols are less important and superficial in tough times.
Trend Themes
1. Discreet Luxury - There is an opportunity for luxury brands to offer more discreet packaging options for consumers who can still afford luxury but want to avoid stigma during tough times.
2. Minimalist Packaging - There is an opportunity for companies to offer minimalist packaging that appeals to consumers who prioritize sustainability and simplicity over flashy branding.
3. Anti-conspicuous Consumption - There is an opportunity for brands to market themselves as anti-excess and anti-conspicuous consumption, appealing to consumers who want to live more modestly during tough times.
Industry Implications
1. Luxury Retail - Luxury retailers can embrace discreet packaging trends, offering more unbranded and minimalist options for packaging and delivery to appeal to more modest consumers.
2. Sustainability - Minimalist packaging could also be marketed towards consumers who prioritize sustainability, encouraging companies to find ways to reduce waste and promote environmentally friendly practices.
3. On-demand Delivery - Luxury delivery services, like Net-A-Porter, could offer personalized and discreet delivery options for customers who want luxury goods delivered on demand without any public fanfare.
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