# Reusable Retail Shoeboxes Zappos' #ImNotABox Introduces a Transformative Shoebox Design By Laura McQuarrie | Published 2016-05-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/shoe-box-design References: [adweek](http://www.adweek.com/adfreak/zappos-cool-new-shoebox-can-be-cut-and-repurposed-bunch-unique-ways-171637) & [imnotabox](http://imnotabox.com/) After being used for the purposes of transporting shoes from a store envrionment to a home, Shoebox designs have long been used for everything from [storage and crafting solutions](https://www.trendhunter.com/trends/chunks-and-blocks) to school projects. Now, [Zappos](https://www.trendhunter.com/trends/versatile-cargo-pants) is amplifying this idea with a new campaign called #ImNotABox. This summer, the [online shoe retailer](https://www.trendhunter.com/trends/soles4souls-canada) will be shipping these special boxes to customers, which feature templates on the inside so that the boxes can be transformed to suit a new purpose. With a little cutting and folding, the shoebox can be repurposed into a number of new items, including a smartphone holder, a shoe sizer for children, a planter and a 3D llama toy. Outside of being a great way to deliver shoes to consumers, Zappos' inspirational #ImNotABox campaign is about getting people to think creatively. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 79% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What Makes This Trend Stand Out - **Transformative Shoebox Design:** Disruptive Innovation Opportunity: Designing shoeboxes that serve multiple purposes, such as smartphone holders or 3D toys, creating value beyond delivering shoes. - **Creative Repurposing:** Disruptive Innovation Opportunity: Encouraging consumers to think outside the box and find new uses for packaging materials, leading to sustainable practices and reducing waste. - **Interactive Packaging:** Disruptive Innovation Opportunity: Incorporating interactive features in packaging, like templates, that engage customers and enhance their overall brand experience. ### Sectors Adopting This - **Retail:** Disruptive Innovation Opportunity: Retailers can adopt transformative packaging solutions to provide additional value to customers, differentiate from competitors, and reduce environmental impact. - **E-commerce:** Disruptive Innovation Opportunity: E-commerce companies can implement interactive packaging strategies to enhance customer experience and generate brand loyalty. - **Sustainability:** Disruptive Innovation Opportunity: Sustainable companies can explore creative repurposing solutions for packaging materials to reduce waste and promote environmental stewardship. ## Related on Trend Hunter - [Striking E-Commerce Packaging](https://www.trendhunter.com/trends/maksim-arbuzov.md) - [Transformative Pizza Box Tables](https://www.trendhunter.com/trends/the-moving-box-table.md) - [In-Store DIY Packaging Stations](https://www.trendhunter.com/trends/packaging-station.md) - [Mushroom-Based Sneaker Boxes](https://www.trendhunter.com/trends/mr-bailey-x-adidas-originals-ozlucent.md) - [Camera-Equipped Delivery Parcels](https://www.trendhunter.com/trends/living-packets.md) - [Reusable Golf Ball Packaging](https://www.trendhunter.com/trends/golf-ball-packaging.md) - [Cooling Mushroom Packaging](https://www.trendhunter.com/trends/mushroom-packaging-1.md) - [Treasure Box-Inspired Wellness Packaging](https://www.trendhunter.com/trends/redesigned-retail-packaging.md) - [Skateable Cardboard Shoes](https://www.trendhunter.com/trends/cardboard-chaos.md)