Unboxing
the potential of packaging
Consumers reward retailers who ship sustainably. Want to drive loyalty? Start with smart packaging.
When it comes to their fashion choices, just how much do consumers care about sustainability? To answer that question, Avery Dennison teamed up with TheIndustry.fashion to survey 3,000 online fashion shoppers in key markets across the globe.
Download our full report
Download our full report
Download our full report
Download our full report
Consumers care about packaging
Consumers are paying more attention to how their clothes are made, as well as how they’re packaged and delivered.
1.
Key takeawayS
LEARN MORE
Most important factors for online fashion shoppers
68
%
Said the sustainable credentials of the clothes they bought were important.
63
%
Felt the same about the packaging their clothing was delivered in
TheIndustry.fashion
A good unboxing experience creates loyalty
2.
Key takeawayS
Unboxing should be the point when a consumer feels the most positive about the brand they purchased. Too often, this moment is underused by brands to encourage further purchases. If not done right, unboxing can be a turn-off.
Unboxing turn-ons
Unboxing turn-offs
Too much packaging
Plastic
of respondents agree that online fashion orders are delivered in excessive or unsustainable packaging
63%
Strongly Agree
16%
Disagree
5%
Somewhat
disagree
7%
Don't know
3%
Strongly disagree
2%
Neither agree nor disagree
20%
Agree
23%
Somewhat
agree
24%
Too much packaging
Unboxing turn-offs
Unboxing turn-offs
of consumers say they would pay more for a plastics-free delivery solution.
45%
Agree
45%
Plastic
Reusable packaging
Samples and special offers
Unboxing turn-oNS
Unboxing turn-ons
Customers ranked reusable packaging as the factor most likely to encourage them to reorder from a brand
Not important
at all
10%
Very important
30%
Somewhat
important
27%
Of little
importance
10%
Indifferent
22%
Reusable packaging
Sustainable storytelling
How important is packaging you can keep and reuse in determining if you reorder from a brand?
Customers also ranked receiving product samples as important in reordering decisions.
How important are product samples in determining if you reorder from a brand?
Not important
at all
11%
Very important
27%
Somewhat
important
26%
Of little
importance
11%
Indifferent
26%
Samples and special offers
Retailers can create loyalty by providing detail about the sustainability of the items, packaging, and delivery.
When considering to reorder from a brand, how important is information about the sustainable credentials of:
Not important
15%
Very important
18%
Somewhat
important
23%
Of little
importance
14%
Indifferent
31%
Sustainable storytelling
Not important
15%
Very important
18%
Somewhat
important
22%
Of little
importance
15%
Indifferent
29%
the pACKAGING
THE PRODUCT
Not important
16%
Very important
16%
Somewhat
important
21%
Of little
importance
14%
Indifferent
32%
The delivery service
REtailers are rewarded for their efforts
3.
Key takeawayS
of consumers said they would be more likely to shop with a brand or retailer that offered a sustainable packaging option over one which did not. Age range and geography affect those numbers acutely.
54%
AGE
Shoppers who would be more likely to shop with a brand that offered a sustainable solution.
geography
European shoppers are more likely to reward a brand or retailer for packaging sustainably.
71
%
OF
SHOPPERS AGREED
FRENCH
58
%
OF
SHOPPERS AGREED
German
51
%
OF SHOPPERS
AGREED
UK
43
%
OF SHOPPERS
AGREED
Us
60
%
Aged 18-24
60
%
Aged 25-34
52
%
Aged 35-44
55
%
Aged 45-54
51
%
Aged 55-64
Aged 65+
50
%
52
%
Female
47
%
Male
Preferred
not to say
01
%
Gender
12
%
18-24
19
%
25-34
35-44
17
%
45-54
19
%
AGE
55-64
18
%
65+
16
%
Frequency
14
%
Buy fashion online once a week or more
37
%
Buy fashion online once a month or more
Buy once every 3months or more
28
%
Don’t know
15
%
Buy once every 6 months or more
06
%
78
%
Buy fashion online and offline
22
%
Buy online only
Internet activity
Who we surveyed
Fashion Shoppers
3,000 online
Case study
Eliminating plastics
Christopher raeburn
British fashion designer Christopher Raeburn has a simple philosophy when it comes to his label: Remake, Reduce, Recycle. He turned to Avery Dennison for a packaging solution that fit this ethos. We came up with
non-petroleum, replaceable raw material made from sugarcane.
BioFlex™, a 100% recyclable,
See full case study
See full case study
Ready to rethink
your packaging?
Avery Dennison is a leader in implementing sustainable packaging models. Let us help you transform yours.
Contact us
Contact us
Unboxing
the potential of packaging
Consumers reward retailers who ship sustainably. Want to drive loyalty? Start with smart packaging.
Download our full report
Download our full report
LEARN MORE
CONTACT FORM
Scroll down to fill in the form below