Market specialists estimated that there will be large leap over lingerie sales statistics in the future 5 years, more and moreChinese and abroad female than ever start to spend their spare time in lingerieenjoying and buying. They even spend much more in buying high quality lingeriewith unique functions to shape their body. The up-rising market demands asklingerie manufactures for higher standards on lingerie package. We can predictthat nice lingerie package will become a trendy. Considering the specialcharacteristics of lingerie, the lingerie package not only need to pay muchattention to its color, print, words and function but also give much concerningon its culture, which can bring inspiration to the consumers directly orindirectly.

A report published in Packaging world magazine on May, 2010, Written by Jim George shows that many global famous lingerie brandssuch as La Senza, a well-known lingerie retailer in Canada and 30 othercountries,started to extend their branding into classic package to express itsbrand characteristics of sexy, feminine, sophisticated, and indulgent. Anotherreport about Topshop from the same magazine by Jim George reported that Topshop,which is introducing a family of make-up products in package designs which areunusual packaging in its industry. Another report By Raptorfan from Newser Usershows that Victoria’s secret bag makes women feel sexy---

We can infer from above reports that the nice design lingerie package will be a trend for global lingerie brands to seizetheir potential market share. The lingerie brands with exquisite packing willmatch with its popularity among the customers. Lingerie consumers will ask forunique package service with spending higher on lingerie to express their inneremotion.

Cite shopping mall as example, lingerie zones are attractive when we place first glance on, varieties of lingerie in differentcolors with different prices were hanging in each store, We approaching them,giving it a try and ask the shop assistant to package one for ourselves, theydrag out one piece from the bottom drawer, we saw the drawer is in a mass withplastics, advertisement books even a bottle of water, at this moment, Do we feela little depression to think that why we spend more than 100 dollars to buy onepiece with latent virus under bad disposing environment? Maybe next time we willstrictly with ourselves in lingerie purchasing. Actually, it is common attitudeamong consumers when they meet with the occasion as above, with the improvementof people’s living standard, consumers ask for better product service when theypay for it. As lingerie manufactures, we should take this seriously to think outresolution for lingerie’s package. R&D design success is not just forlingerie itself, attaching more attention to lingerie package will bring thewhole products collection life to express lingerie’s design, function withbrands concept. The package I refer to is not common export package, it is superpackage focus on sexy and classic lingerie which are mainly selling thoughretailing mode. For the brands, the package is not only mean of expressing yourbrands concept and design intention but also sometimes big and tank functionpackage can play the role of cabinet for the consumers to change and wash theirlingerie. The consumer range are widely in special occasions such as valentine’sday or other anniversaries, lingerie with exquisite package will be the firstchoice for different customers to buy for their intimates as gift.

Giving priority to the lingerie package, which aspects we should pay much attention to?

Firstly, the lingerie package should manifest products’ characterists.It is well know that lingerie was grouped into differentcategories such as bra, pant, lingerie, bikini, thermal, loungewear andshape-wear etc. We infer from its different characteristics that differentdesigns have its own package requirements, currently the whole lingerie industryare lack of environment protection acknowledge on lingerie package sector exceptcommon advertisement hangtag with simple gift bags in plastic or paper etc,which is commonly used for pants, bikini, thermal, loungewear etc products, forsexy lingerie and shape-wear, I think the package should make further efforts toexpress the products function, lingerie usage, design concept and brands culturein innovation ways instead of usual way.

Secondly, considering lingerie package as a skin protector, it is widely acknowledged that ingerie is close to people’s skin,therefore the package should be made of healthy material, function as asupplementary products to support underwear’s shape especially for shape-wearsetc. I personally recommend blister package, which is best choice to keeplingerie shape.

Thirdly, we can make best use of lingerie fabrics covering in the lingerie package to express feminine traits, such as lace, silkin butterfly or other unique shape.

In general, a good lingerie package marketing with nice product design in elegant shape, colors, slogan etc will be lingeriebrands’ image models to publicize the brands cultural and bridge for lingerieproducts and substantial customers, the sector of lingerie package is new andpotential market for both Chinese lingerie industry and abroad lingeriebrands.

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