FDBusiness.com

Fashion label Gucci has received admiration from marketing professionals over its stance to cut down on excess packaging, according to a new survey

The survey of more than 200 branding and marketing professionals, revealed 47% of them considered that Gucci’s recent initiative to cut down on excess packaging was a genuine reflection of the industry and a sign of its future direction. While 26% felt it was not a true reflection and was a fad that would pass.

The survey was conducted by easyFairs, organisers of Packaging Innovations London 2012, which is hosting its own dedicated Luxury Packaging section at the event.

In addition, respondents were also openly asked to name a luxury brand they saw as the smartest when it came to packaging. Apple (15%) received the most mentions, followed by Gucci (11%).

Matt Benyon, managing director at easyFairs UK and Ireland, said: “Some branding professionals and marketers are sceptical about the ‘green’ trend within the luxury market.  I am convinced that environmentally-friendly packaging, whether through recyclable materials or lightweighting, within the luxury market is here to stay.

“It’s a major change for Gucci to reduce paper in packaging, a commitment to which Prada, Versace and Valentino have already signed up. Gucci has also changed its ribbon and garment bags from polyester to cotton.

“It shows the momentum of going ‘green’ over the last few months, as more consumers mirror celebrities who want to be associated with environmentally friendly brands.”