Karen Millen - eCommerce Packaging Case Study

In 1981 with a loan of £100, Karen Millen bought 1,000 metres of white cotton and began creating white shirts to sell to her friends. The rest, as they say, is history. The Boohoo Group rescued the brand from administration in late 2019. Today, they create clothes for women all over the world and Boohoo aim to make the average woman feel confident and beautiful every day, whether that is at work, the weekend or a special occasion.

Boohoo Group plc is a United Kingdom-based online fashion retailer, aimed primarily at 16–30 year olds. The business was founded in 2006, and had sales in 2019 of £856.9m. It specialises in own brand fashion clothing, with over 36,000 products on their books. Growing rapidly, the company has acquired the brands and online presence of several recognisable high street retailers, which has allowed the group to grow rapidly becoming one of the largest online-based fashion internet retailers.

The Challenge

Having been in discussions since 2018 with Boohoo, specifically regards their requirement to make the switch away from their traditional plastic poly bag (wanted a more eco-friendly solution and their poly bags at the time weren’t running well in the conveyors) it wasn’t until the acquirement of the Karen Millen label that the synergy between both Boohoo & Lil could be truly aligned.

The Problem

With the prestige of the Karen Millen name, and the associated price point of the average KM customer basket spend, it was clear from the outset that this particular brand deserved an upgraded unboxing experience.

In addition Boohoo’s continuing interest in making the switch to 100% Sustainable, 100% Eco-friendly & 100 % Biodegradable packaging meant that a range of packaging solutions needed to be swiftly identified that would reflect not only the brand, but ensure that the end recipient would receive their goods in packaging solutions that would engage with the customer and more importantly could be recycled.

The Solution

After much product testing, it was agreed that the Lil Kraft Bag and 4 x sizes of the Lil Breeze Mailbox (click on links) would be the best 2 x styles of packaging solutions that would have the desired effect.

The bespoke sizes and the addition of the Karen Millen brand being custom printed across all 5 x sizes of solution meant that the brand would be given additional marketing exposure which would help drive sales.

The integrated self-adhesive patented tissue paper within all 4 x box sizes, would also mean that the customer would feel valued in that their purchase had been sent in a packaging solution that reflected the cost of the product.

Side locking tabs and hot melt glue for the closure (not double sided tape!) also added an additional level of security which would, in turn, ensure that the product would arrive safely and as intended with the end recipient.

The Outcome

In choosing Lil Packaging as the company they could trust for 100% sustainable packaging, Boohoo / Karen Millen now had a range of packaging solutions that would deliver the customer’s purchase in a box that could also be viewed both as a gift box and transit box but all encompassed within a 100% eco-friendly solution!!

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If you’d like us to be involved in your packaging review, our team is on hand to answer your questions and we’d be delighted to create bespoke, artist impressions of unboxing experiences worthy of your brand.
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