Puma reinvents the shoebox…sort of

In honor of Earth Day (apparently), Retail Wire panelists discussed a new kind of packaging developed by Puma for its athletic shoes. In a nutshell, Puma replaces the traditional cardboard shoe box with a paper insert inside a recyclable bag. My point of view: Don’t confuse repackaging with good brand management.

It’s hard to tell whether “sustainable” packaging will resonate with Puma’s customers. There’s nothing wrong with thinking “outside the box” (so to speak), but Puma also needs to make sure that it’s not substituting clever packaging for good product development and brand positioning. It’s also possible that consumers actually like those cardboard boxes as a way to keep their shoe wardrobe organized, instead of having piles of “clever” shoe bags sitting on the closet floor.


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