Retail Rundown: Unwrapping packaging, crinkle fabrics trending, Anne Hathaway's Gap dress for preorder

My insights on a strong Out of Box Experience for online purchases, the Zac Posen designed Gap dress for Anne Hathaway is available for preorder, trending crinkle looks & lots of fashion reads.

May 28, 2024

What I’m thinking about:

OOBE

OOBE stands for "Out of Box Experience." In retail and marketing, it refers to that exciting moment when you receive and open a package from an online order and experience what's inside for the first time. It's all about the initial impression and feelings you get from the product's presentation.

There is certainly a range. You might have come to expect one thing from Amazon (maybe they have new marketing tape about what is currently on Amazon Prime) but for the most part it is literally tossed in the box with some air filler packaging. Hopefully the item hasn’t leaked. If you are ordering from a new DTC company you might get printed marketing material with a QR code, stickers, compostable bubble wrap, maybe another cool goodie (maybe you can use, maybe it feels like another piece of trash to go in a landfill) and the packaging might feel thicker and more luxurious.

Why am I thinking about this? Because I’ve noticed that from a few shoes brands I’ve ordered from recently (or have been kindly gifted) the experience has been really elevated when I receive directly from a brand vs ordering via a third party. Having that moment to send to a customer is really special and gives a more direct conversation with the brand. Freda Salvador, A. Emery and Larroudé* These shoe boxes come looking brand new. The boxes are fresh and not dented or torn. The tissue is really clean and the shoes are packaged perfectly. Freda Salvador included an inspirational catalog (I still love flipping through paper catalogs) and Larroudé had an impressive WOW experience. There was a QR code for a discount off a future purchase and to share with friends, stickers, key chain lighter case etc.

Soft Services also has a great OOBE. I’ve been impressed with the brand from my very first purchase when they launched. Not surprised at all since the founders have great experience including time at Glossier/Into The Gloss. Soft Services has a cool reusabable-ish (I added the ish because mine has always arrives ripped. I get it since it is paper but I wish the paper was something stronger like what Jones Road Beauty uses.) The packaging of the products at Soft Services is thoughtful, well designed (check out this Instagram Reel by

Emma Apple Chozick

that breaks the design study down) and you can also read more from Soft Services Co-Founder

Annie Kreighbaum

here.

Components of an Exciting and Impactful OOBE

High-Quality Packaging: Use of premium materials that reflect the brand's identity.
- Example: Shoe brands like Freda Salvador, A. Emery, and Larroudé use thick, luxurious packaging that arrives undamaged. Jewelry brands like The Last Line, Mejuri and Marla Aaron also have jewelry packaging that protects and feels special. I love The Last Line packaging and it is perfect for reusing when you travel.
Branded Box: Stylish and recognizable packaging with the brand's logo and design elements. I love when you see the outer and inner packaging and can get a sense for what an in-person shopping experience would be and how the product would look on the shelf.
- Example: Marla Aaron’s jewelry packages start the experience with a designed envelope. The envelope is patterned and really stands out. Stoney Clover Lane is another brand that creates a wow experience from packaging, branded box and fun extras like stickers unique to the collection/collaboration.
Protective Wrapping: Attractive and functional wrapping materials like compostable protective wrap or cloth bags that protect the product. Bonus points if it is reusable.
- Example: Products from Jones Road Beauty are packaged in reusable pouches that are Instagramable and functional. Glossier became known for their pink bubble wrap reusable zip-lock like bags. Merit wraps together protective wrapping, branding, high quality extras, first time user experience and exclusive extras by having the special reusable pouch in the first orders. (Try the new Ginger Matte lipstick that has the lovely and impressive Grace Coddington as the muse/model.)
Brand Story: if you know this is the customer’s first order, inclusion of a card or booklet that tells the brand's story, mission, and values will help build an understanding of the brand and future loyalty.
- Example: Freda Salvador includes an inspirational catalog, adding a narrative element to the unboxing.
Product Information: Detailed information about the product, such as care instructions, styling tips, or the inspiration behind the design.
- Example: Larroudé includes QR codes for sharing your purchase and earning discounts off future purchases for yourself and sharing with friends.
Reason to shop again: I highly recommend creating a moment that drives the recipient to go back online or visit in person. You want to create the loop to keep engaged. A coupon or referral code to encourage future purchases and word-of-mouth promotion is one option. This doesn’t have to be focused on discount only. For beauty and skincare brands providing a sample is one option. For clothing brands you can tease out future deliveries.
Sustainable Elements: Eco-friendly packaging materials and information about the brand’s sustainability efforts. If you claim to be sustainable on your site or in brand storytelling you must make sure this carries through to your efforts in OOBE. Nothing worse than claiming to care about the environment and being sustainable and then shipping with lots of plastic, boxes that are too big, too much filling or excess materials that aren’t easily recyclable.

Exclusive Extras: Small gifts or samples, like stickers, pins, etc. that add value and delight the customer. You can do this for the first order only or every order.
- Example: Glossier includes seasonal stickers and new launch collectibles, making customers feel part of a club. Hiya, a kids vitamin brand, also has the first order with a glass container with fun stickers you can personalize with. Future refills ship in a slim recyclable pouch.
Seamless Returns Information: Clear and simple instructions for returns or exchanges to enhance customer confidence and satisfaction.

There are plenty of other fun OOBE products or brands. Anything you’ve ordered recently and loved the WOW moment when it arrived? Leave a note in the comments so we can all discover and enjoy.

What I’m reading…📰

Megababe is growing (now available at Walmart!) and launched a brand campaign and an exciting multi-touch features (digital, bus ad, commercials etc) and a pop-up in Boston. Congrats on this super (hero) campaign
Katie Sturino
and team. Read more about it in “Chafe Season is Here.”
How do we feel about sweat pant jeans? Love the line from Rory Satran’s WSJ article “I Regret to Inform You That Sweatpant Jeans are Sweeping America” (gift link to read behind paywall) that states “It’s the Gen-Z jegging.” Rag & Bone’s Miramar collection is the dominant SKU in this category. Their sweat pant jeans are wide leg and they have expanded to also include shorts, joggers and denim jackets. On the high-end, I love the Bottega Veneta trompe l’oeil (trick of the eye) where the jeans are actually leather and same with the flannel shirt.
Effortless style tips you can use. I’m a huge fan of Allison Bornstein and the WSJ spoke with her for this piece by Emily Cronin “The ‘Effortless Style’ of Celebrities Isn’t Effortless at All. These Tips Make it Close.” (gift link to read behind paywall.)
Louboutin’s for Taylor Swift are like my running sneakers. More on the designer and Swift’s impressive performing collection from Vogue.
Chavie Lieber spoke with the expert in makeup, Pat McGrath for “Fashion’s Favorite Makeup Artist on Sephora Tweens and Taylor Swift” (gift link to read behind paywall.) Lieber interviews on everything from her Monday morning routine to working with Taylor Swift to the viral beauty from the Maison Margiela Paris runway looks.
Finished the book Come & Get It by Kiley Reid. I would recommend, especially if you like character studies and reading about college antics/life in a dorm.

🛍️ Quick note: I write a lot (too much good stuff to share!) so if you’re reading via email only, you may need to click through to the web version or read on the Substack app. I promise it will be worth it. 🛍️

Trend Spotting…🎯

Crinkle fabric for spring/summer. If you don’t like linen (or even if you do) this is a great alternative. For summer it tends to trend because it is light and airy, is designed to fit loosely around the body, travels really well and is very forgiving. This article in W Magazine covers it for the red carpet gowns at Cannes, but here are some options for everyday, in case you weren’t attending Cannes this year:

Crinkle pants: Z Supply under $100 and in multiple colors, Faherty cool waist and pockets, H&M on sale, A&F pants in colors and prints on sale, Zara pants in great neutrals.
Tops: Tibi Tank, J.Crew in a variety of colors (size up 1-2 sizes and wear as a cover-up too.)
Matching sets: Cos Top & Pants, Joseph silk habotai top and gorgeous skirt (for the stick of butter look), Go for a 3 piece set at a great price and range of sizes from Old Navy: pants, shorts and top.
Dresses: Lauren Manoogian pintuck dress, keyhole front maxi sundress, Toteme column dress, silky Reformation perfect for weddings or other summer events.
THE crinkle set, Issey Miyake Pleats Please. The RealReal always has great options. Grey dress here, pink pants here and open-front top here.
Another OG in the crinkle look: Eileen Fisher set. Pants, Button Down Top and Bateau Neck Tee.
Love this simple Dries Van Noten skirt with a varsity trim feel.

Shopping for…🛍️

Pre-Fall from Jamie Haller dropped and it looks fabulous. Especially if you love chocolate-y browns.
Gap made the smart move and is making the Zac Posen white corseted shirt dress that Anne Hathaway wore to the Bulgari event at Cannes available to order. At 9am PT/12pm ET Tuesday May 28th it will be available for preorder online at Gap. For Gap customers the 100% organic cotton dress, aka “The Poplin White Shirtdress” is expected to retail for $158. Gap will produce it in limited quantities for sizes 00 to 16. Orders will start shipping in July. As you can see below, it will be sold without the corset as a white poplin shirt dress.

Screenshot from Zac Posen’s Instagram.

What I’m watching…📺

Anyone else love Reading Rainbow? When my son came home and said he watched at school he was shocked when I started singing the theme song. And not just because I have a terrible voice and can’t carry a tune. He loved that I knew the show and watched it all the time when I was young. Butterfly in the Sky is on Netflix for a beautiful story about this incredible show and the team behind it.

What’s Next 🗓️

Gap will update investors on progress, so let’s see what the retailer shares. More brands have been launching on Amazon and I’ll discuss in the Deep Dive Thursday, and Shein has an article in the WSJ that I’m reading over so I’ll bring any highlights to the Deep Dive. Let me know if there is anything else you are curious about.