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Geisha goes online fast with help from Paardekooper
When corona caused shoppers to resort en masse online, the ambition arose at women's fashion brand Geisha to start its own web shop. The sooner 'live', the better. But how do you get functional shipping packaging in such a short time whose material and appearance matches the twenty-year-old brand's sustainable way of working? With Paardekooper this succeeded: "Thanks to fast and proactive approach and follow-through!"
Until recently, the clothing of Dutch women's fashion brand Geisha was only available in shops for sale. At some 1,200 outlets across Europe. When the corona pandemic made physical shopping difficult and later even impossible, more and more consumers asked for a web shop. Geisha's management decided to set to it, because especially in these times, such a platform increases brand awareness and availability.
"We have learned that instinctively sustainable solutions are not always the most sustainable"
Respect for man and the environment
To deliver the items to customers in good order, shipping packaging was needed. Mariska van der Burg, E-commerce Manager at Geisha, wanted these to be in line with the brand's sustainability policy. "We believe that making beautiful clothes goes hand in hand with respect for people and the environment," she explains. "Therefore, we strive to ensure that our clothes are made sustainably and under the right working conditions as much as possible. But it doesn't stop there. We like to work with suppliers who share our point of view and are also actively working on this. That's why we chose Paardekooper."
A second factor was time, says Roy van der Hoeven, Account Manager at Paardekooper. Geisha knocked on his door at the end of last year, with the urgent request to a lready have the packaging at the end of the first quarter. After all, that was when the web shop would go live. Because Paardekooper has a valuable network of suppliers and experts who can act quickly, it immediately knew who to call in to achieve the best result. "We kept a very tight time frame, without compromising on quality. This could not have been done without our partners. That we managed to do it at such short notice is really cool!"
The luxury shipping box and shipping bag products that are now there are made with an eye for sustainability, exactly as Van der Burg wanted. The material of both the box and bag consists of recycled paper and cardboard with FSC certification. This quality mark provides assurance that the raw material for the paper product comes from responsibly managed forests. As no plastic is used, both the box and the bag are fully recyclable again after use.
Sleek and with an eye for detail
The shipping bag has a tear-off strip that is resealable, in case the consumer wants to return the clothing. The box has a so-called auto-lock bottom. That means it can be put together in one move and thus offers convenience to those who have to work with it. Both products have the same 'look and feel', befitting the Geisha brand. "Clean, sleek and with an eye for detail," Van der Burg describes.
Such a paper shipping bag is not yet common in the world of online shopping. That is because recycled plastic is still the cheapest option. Because Paardekooper already has a wide range of different types of innovative packaging, Van der Hoeven didn't have to look far. He soon found a bag with the right features for a customer-specific makeover. One made of recycled paper, and therefore not only as sustainable as possible in terms of material, but also in terms of appearance.
Fruitful collaboration
Van der Burg is not only pleased with the more sustainable nature of the packaging in which the garments will soon find their way to consumers. She is also very pleased with the way this is visible with the FSC label and the recycling logo on the inside of the box. Paardekooper advised to clearly communicate to consumers that this is sustainable shipping packaging. "They did this proactively, without imposing themselves. Like, 'We think this is a good idea.' I think that's really great! Then you are not an order picker, but you put yourself in the customer's shoes."
The fruitful cooperation Van den Burg talks about is exactly how Paardekooper envisages its contact with clients, Van der Hoeven explains. "During the process with Geisha, we emphasised that storytelling on packaging is important. That you have to show the consumer what and especially how you did it, by printing the right quality marks and logos on it. Then you make the consumer aware of the importance of the most sustainable products as possible. That fits in with our mission to decisively help customers make packaging and shipping materials demonstrably sustainable. We are happy to advise on this."
"Then you are not an order picker, but you put yourself in the customer's shoes"
Shining at the office
At the Geisha office, the first samples of the shipping bags and boxes have now arrived. After making a tour around all employees, they are now "shining at the director's office," Van der Burg says beaming. "Many colleagues have been involved in choosing the packaging, format, functionality and print. Everyone is therefore very proud of the final result. We can't wait to send the first orders to our customers!"
Do you have a packaging challenge?
Do you have questions about the aesthetic and more sustainable packaging solution we found for Geisha? Or do you have another tough challenge in the field of packaging? Please feel free to contact Roy van der Hoeven at royvanderhoeven@paardekooper.com or +316 53 54 19 99. We are happy to think along with you. We would also like to find the right solution for you!
Are you curious about more Paardekooper collaborations? Then read our other customer stories!