How can brands create sustainable packaging that maintains a luxury image? As e-commerce booms during Covid-19, the unboxing experience is more important than ever
- Delta Global, packaging supplier for fashion and beauty brands like Tom Ford, Net-a-Porter and Matchesfashion, combines luxury with an eco-friendly ethos
- Reusable luxury packaging, like Hermès’ ‘Resourceful Orange Box’, will become more important in the resale market
The latest instalment in our On Work series with luxury CEOs. This month: Robert Lockyer, CEO and founder of Delta Global
Robert Lockyer, CEO and founder of Delta Global, packaging supplier for luxury fashion and beauty retail brands including Tom Ford, Net-a-Porter and Matchesfashion, unpacks the secrets to creating a glamorous facade while building a sustainable future.
What are the biggest challenges in luxury packaging now?
Luxury brands are awakening to the importance of switching to sustainable packaging. However, there is sometimes conflict between this and the traditional interpretation and values of “luxury”. The term is coined to showcase aspiration, elitism and indulgence; these fundamental foundations therefore must be conveyed even when sustainability is present.
Packaging must uphold brand guardianship and actively communicate the right values behind the brand. Carrying the same messaging onto the packaging and ensuring this is present throughout the entire supply chain is often a challenge but one that must be addressed.
The influence of social media is also a huge challenge. Just like fashion items, for instance, which can be fleeting, with the consumers needing to always wear a different item in every photo, packaging must also keep up with new trends as they shift.
Packaging must uphold brand guardianship and actively communicate the right values behind the brand
Tell us about the efforts of luxury brands and your company in terms of sustainability. What more we can do in the future?
Every element of the package is designed to reduce its carbon footprint, from the production stage through to delivery and usage. The brands we work with are receptive to this philosophy and want the same thing for our world.