Packaging
An analysis of Luxe Pack Monaco 2008: visitors number up – visitor quality confirmed and even enhanced
Monday 15. December 2008 - The Luxury product packaging fair has once again confirmed that it is the leader in its segment.
As Luxe Pack Monaco closed its doors on 31st October, its organisers were delighted to announce unprecedented visitor numbers: 6478 people came to Luxe Pack Monaco, up 5.83% in relation to 2007s event.
Whats more, the quality of people visiting was confirmed and even enhanced, thanks to the significant presence of international luxury brand decision-makers. This result is a tribute to the major efforts that were put into the fair, both in terms of the exhibitor offer and the high-quality conferences that set the tone for the four days of the fair, particularly the new Market Trends Observer formula.
The 21st edition of Luxe Pack Monaco maintained the excellent reputation the fair has built up over the years; visitor numbers increased by 5.83%, reaching a record total of 6478 visitors.
So, despite a difficult international climate, Luxe Pack Monaco remains a firm success with luxury brand decision-makers who made the trip in vast numbers to this event which they consider vital and effective. International luxury brands were particularly well represented, with 54% of the total number of visitors, from 63 different countries (compared with 57 countries in 2007).
Special mention must be paid to the progress made by the Major Export sector, which represented 11% of visitor numbers this year.
What were they looking for at the fair?
First and foremost, expert partners, specialists in the most high tech packaging design and manufacturing techniques;
But they were also looking for transverse inspiration, since the fair also promotes major initiatives to highlight sectors such as perfumes/cosmetics, wines & spirits, fine foods, watch and jewellery making, tobacco and other sectors. In short, all luxury product markets were represented.
In addition, the quality of the conference programme available firmly established Luxe Pack as one of the industrys events not to be missed.
For the 3rd year in succession, the Market Trends Observer provided visitors to Luxe Pack with the keys to understand the market better, by decoding packaging creation trends. The spotlight was shone on three axes in particular:
“Renaissance” is the current which transports brands back to their roots to write their history. Brands refer to individual brand identity codes, not afraid to expand lines without ever changing their shape to ensure that consumers understand them better,
“Double agent”: object value or image value? Luxury packaging has long opted for one or other of these functions; today it combines both and so transports part of communication previously reserved for the media. This duality still brings with it the search for a single function, which places colour to the forefront.
“Hands On”: the hand is winning over the virtual; this trend is continuing with the tactile experience of luxury products; materials are being mixed and smoothing over the industrial aspect of products. This trend is also bringing with it new ways of handling products, along with new rituals.
Instead of the traditional plenary conference, the audience was invited to meet the observatorys expert members in small groups to see, smell and touch packaging trends, illustrated by the creations that inspired them.
The large and attentive audience made up of purchasers, marketing decision makers, design agencies and media outlets was captivated by this more fun and dynamic approach.
One other highlight of the fair was the presentation of the results of the Luxury Packaging Vision study, launched on the initiative of Luxe Pack Monaco and conducted in collaboration with the IFOP institute. This new and exclusive study carried out a qualitative analysis of how “packaging atmospheres” (diamond – gemstones – gold – silver/Mirror – accessories – transparency – Skin – cloth) are seen in France, the USA, Italy and Japan. This is a key element for packaging strategies with an international dimension, providing precious lessons for all luxury market actors.