The increasingly important role of packaging and design in the pet accessories market

Flagship stores

Especially in the field of luxury accessories, there is an upcoming trend amongst manufacturers to address consumers directly. A good example is HUNTER which has opened 30 brand stores across the world and has a strong B2C reputation. The combination of brand and brand store presence contributes to raising the level of HUNTER’s brand identity.

B2C and online

COVID has been the cause of a massive shift towards online channels. In an online world, where competition is fierce, the marketing game is being played according to a completely redefined set of rules. In fact, the shift is forcing producers – especially accessory manufacturers – to re-shape their marketing strategy towards a stronger B2C approach.

Important in this game is a product’s design. When buying through online channels, consumers surf the web looking for the product that appeals to them the most. Leading in their choice are often the colour or shape of an accessory. In this way, the design and look of a product have become an important carrier for building the image of the brand.

For accessories manufacturers, the challenge is now to not only fully focus on the needs of the consumer, but to also get insights into the buying process and shopping behaviours. To be truly worthwhile in increasing product market share, such knowledge has to be included in the design stage of the product.

Design versus packaging

Although a strong design is essential, for the online consumer the very first, physical acquaintance with the product is the product’s packaging. In fact, because the packaging is the first impression the online consumer gets of the product, it is also the first touchpoint with the brand. And, as we all know, you never get a second chance for a first impression!

This is a key difference with products displayed on store shelves. Most in-store products are displayed without their packaging. But in online sales, the product cannot be shipped without packing. Packaging design, quality and sustainability for online sales are fast becoming essential in the consumer experience and, by extension, the perception of a company’s brand.

Translating insights

In order to gain a firm foothold in online sales, as well as maintaining a strong offline presence, it is important that accessories manufacturers focus on how their products are sold to the end-consumer. What is their online position? What is their position in brick and mortar? What is the functionality of design, packaging, look and feel and quality? It all starts with insights into consumer attitudes and experiences, shopping behaviour and product selection, and translating these into the production and design process.