Attractive packaging designs can grab consumers’ attention and pique their interest. Find out how to win the packaging game with some of the most marketable packaging styles for watches, jewelry, and eyewear.
Stable growth expected for the personal accessories market
Personal fashion accessories like watches, jewelry, and eyewear are becoming increasingly accessible to the masses[LCH2] , with many new brands looking to establish themselves online. The personal accessories market in the U.S. was valued at US $91.36 billion in 2020 and is expected to reach more than US $144 billion by 2026.
With healthy growth forecast for the personal accessories market, there will be a corresponding increase in the need for packaging as well. The luxury packaging market, which includes packaging for timepieces and jewelry, was valued at more than US $16 billion in 2020 and is expected to reach US $22 billion by 2026.
The global market valuation for eyewear packaging is around US $230 million for 2021 and is anticipated to witness a compound annual growth rate of around 5% for the next decade. The U.S. is a promising market for eyewear packaging, while Germany holds a significant 15% of the European eyewear packaging industry.
Four marketable packaging styles
Minimalist packaging styles have grown in popularity and continue to be a key trend in recent years. Such packaging is characterized by clean and sleek looks, and tends to use fewer materials overall. It’s a design approach that cuts down on the clutter and focuses on basic features. This packaging style is suitable for most brands, be it online start-ups or well-known stores.
An unadorned kraft paper pillow box is likely to attract independent business customers who prefer a minimal look. A simple pillow box can look elegant with the right color combinations and designs, and these might be particularly popular for independent stores selling items like handmade jewelry.
While pillow box packaging is suitable for most watches, jewelry, and eyewear, brands that prefer more sturdy packaging can look into kraft paper tube packaging or a simple rectangular box package. Both of these packaging options are great for items like watches and glasses. Providing add-ons like foam or cardboard inserts will further reassure businesses of the strength of such packaging.
Luxury packaging is a great option for gifting, and this style is also likely to attract businesses looking to market themselves as high-end brands. Paperboard is one of the most popularly used materials in such packaging due to its versatility. A standard foldable box can be jazzed up with a magnetic flap and ribbon closure to make it feel more classy. The key here is to make the packaging feel upscale and lavish so that the receiver of the item can enjoy a sense of luxury.
Lining the inside of the box with a satin cloth or cushions will help to elevate the overall look and feel of the item being sold. Another possible option is to line the boxes with velvet and provide velvet inserts, especially for jewelry like earrings and necklaces. Any watch, jewelry, or eyewear item will get an instant upgrade when placed within a nicely-packaged velvet box.
Having a unique and novel packaging style might be key to standing out in the crowd. This is especially true for newer, independent brands trying to draw attention to their products in a competitive market.
A suggestion for such brands is to learn from the food packaging industry. Many well-established brands like KitKat and Doritos have unique packaging styles for their products. [LCH3] Watch brand G-SHOCK’s limited edition “Rick and Morty” timepiece also comes complete with a specially designed case. While these forms of packaging might only be seasonal or made for limited promotions, the approach could still be worth emulating.
Brands looking to establish a certain aesthetic or look for their products might put more effort into designing themed or custom packaging. In this case, packaging that provides several customizable components would be important.
Some examples of more unique looks would be hexagonal boxes for timepieces or boxes with acrylic tops for jewelry sets. Being able to customize the packages based on things like themes or seasons would be a huge plus since personal accessories, like other fashion items, follow such trends. A change in season usually beckons a change in style, as can be clearly seen when it comes to seasonal designs for jewelry.
Sustainability has become increasingly important for consumers in recent years, and this is especially true for fashion products. More people are gravitating towards brands that make an effort to ensure that their products are produced in a way that minimizes the impact on the environment, and the brands that pride themselves on being carbon-neutral have seen exceptional growth.
There are also several sunglasses and eyewear brands that pride themselves on being eco-friendly and ethical, and packaging that can be easily repurposed and reused is likely to draw the interest of such brands.
A great example of packaging that can be easily repurposed is the circular container used by a Danish watch brand that can be reused as a candle holder. So it could be worth looking into providing versatile and reusable but aesthetic styles or simple boxes that can be turned into items like cardboard plant pots.
A style for every type of brand
Matching the growth in the personal accessories market, a similar boom in demand for different packaging styles is likely to be seen. Look into the many types of packaging styles for watches, jewelry, and eyewear to provide marketable and appealing selections for your customers.