Brands focus on product experience prior to consumption to enhance prestige
Implications - Adding an additional layer -- figuratively and literally -- to the experience, brands are enhancing the anticipation of products by adding elaborate wrapping or accessories to ritualize the opening. The focus on sensory experience prior to actually consuming the product adds a level of prestige as the ritual requires more time to appreciate and a distinct attention to novelty.
Trend Themes
1. Sensory Experience - Brands are focusing on enhancing the pre-consumption experience to add a level of prestige to their products by adding elaborate wrapping or accessories to ritualize the opening.
2. Unique Packaging - Brands are creating unique packaging through various designs, such as hand-drawn maps, crumpled paper bags, and sound-enhancing champagne amplifiers.
3. Personalized Packaging - Brands are integrating wrapping to add information and personalization to their products, such as tabs that allow for personal messages, and providing space for pen-written notes.
Industry Implications
1. Packaging Industry - There is an opportunity for the packaging industry to develop new and innovative ways to enhance the pre-consumption experience and add a level of exclusivity to the products.
2. Beverage Industry - The beverage industry can leverage unique and personalized packaging to add novelty to their products and appeal to consumers who are attracted to creative designs and experiences.
3. Luxury Industry - There is a potential for the luxury industry to leverage the use of sensory and unique packaging to enhance the value and prestige of their products, and create a memorable unboxing experience for their consumers.
