Jimmy Choo

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► The art of packaging

Some consider packaging as important as the product that goes inside – and luxury brands are becoming ever more creative in the ways they present their precious wares to surprise and delight their customers.

The last 15 years have brought a revolution in retail packaging. It has reached the point where many shoppers keep their luxury carrier bags as a treasure, even a trophy, using it as an extension of their handbags. One leading British newspaper conducted a survey on the life expectancy of a luxury shopping bag. It turned out that the average repeated use was eight times, underlining the enduring appeal, longevity, and sustainability of high-quality packaging. International Direct Packaging is one of the world’s leading luxury packaging manufacturers, supplying Prada and Stella McCartney amongst many other famous names. Headquartered in Cambridgeshire in the UK, with five offices throughout Europe and its own fully certified Asian factories (China and Indonesia), International Direct Packaging works closely with brand owners to produce innovative packaging totally in-house and without the need for intermediaries.

Above ► Alexander McQueen packaging.

Below, left to right ► Packaging and carrier bags for Coach, The Conran Shop, Space NK.

The IDP Group