Christmas represents for many companies the most significant time of the year, not only in terms of sales but also of image, so packaging in the luxury segment becomes even more fundamental by virtue of the particular moment from an emotional point of view that requires a package capable of creating a memorable memory, both for the purchaser but also for the recipient of the gift linked to the occasion.
Planning the right timescale to achieve the desired objective therefore becomes fundamental for Christmas packaging to be truly effective, and to do this an ideal timeline must be respected so that every necessary step in the production process is tackled in the best possible way, also in consideration of the fact that high-end companies tend to rely on specialised suppliers, often artisans, who have longer processing times than standard industrial solutions.
It is evident, however, that it is not possible to indicate an exact time in terms of months needed, because there are variables linked to different situations such as the actual place of production of the luxury packaging, but what can be defined are the necessary phases to be tackled, also taking into account any unforeseen events that can then delay the progress of the project and perhaps lower the quality of the product, so it is considered that a schedule that begins 12 months before the Christmas period can be considered ideal.
- 9-12 months before Christmas: definition of the creative concept and budget, gathering of ideas, analysis of market trends in order to establish the objectives of the project such as strengthening the premium position and improving the unboxing experience.
- 6-9 months before: choice of materials and rendering of first prototypes with evaluation of premium papers, special finishes such as gold or silver lamination, embossing, embossed varnish, innovative opening systems and accessories such as ribbons, magnetic closures and interior inserts.
- 4-5 months before: production of the physical samples and feasibility tests because it is essential to check the colour rendering, material resistance and practicality of packaging in good time, as there must then be time for any modifications without compromising deadlines.
- 3-4 months before: start of large-scale production, which requires not inconsiderable processing time, especially in the run-up to Christmas, when demand increases exponentially.
- 2-3 months earlier: quality control and logistics as each package must meet high standards and, if necessary, be manually assembled and then shipped to the company, if from an external supplier, with subsequent distribution to sales channels or integration into the company’s gift sets.
Ultimately, therefore, starting with late planning means exposing oneself to numerous risks such as already saturated suppliers, longer delivery times, unavailable precious materials, increased costs for urgent production and, above all, the possibility of having to give up some distinctive details that will then make one’s own luxury packaging unique, compromising not only the effectiveness of the Christmas packaging, but also the overall brand image.
