T-box

3 reasons why some good brands come in small packages

Image source: http://goldenagegardens.blogspot.com/ I read an interesting article Small is Beautiful for Brands in yesterday's issue of Branding Strategy Insider. It highlights the recent trend of selling things like shampoo, drinks, and other items in small packages. Smaller than what we're used to. And somehow it seems that items in smaller packages are very much liked by consumers. Is this trend particular of the spirit of our times? And if yes, what are the reasons?

Here are some:

1. Maybe, we want more variety. Looking at 10 different SMALL perfume bottles on you drawer might be more satisfying than one or two big ones.

2. We also travel more. Rather than pouring your favorite shampoo into a small container, it's much easier to pack your already small sized bottle directly into the suitcase.

3. Often, we think that small size means lower prices. It is actually rarely the case, as costs of producing small packages are high.  But perhaps small is simply perceived as cheaper and more affordable.

According to Branding Strategy Insider, ‘The best value per ml is still in the 100ml, but the absolute price point in the 30ml size is much lower. We are selling more of the 30ml,' said William Lauder, Estée Lauder's outgoing chief executive, at last week's Luxury Summit in New York. ‘The consumer doesn't have as much money, so she'd rather spend a little bit now."

Here are examples of some brands in favor of small packages:

  • Mini Cooper. The entire DNA of this brand is build around, well, being small;

Watch the Mini Cooper Big Dog commercial:

See more about Mini in my following article.

Got more reasons why small is successful? Post a comment!

Turkish fashion in a tiny box

A couple of weeks ago I came back from my trip to Istanbul. I spent a week of great vacation there, exploring this wonderful city and its historical tbox1monuments. Apart from that, I (of course!) had to check the local brands, preferably funky and innovative ones. Prior to going to Turkey, I'd asked my friends, as well as posted questions on various social networks (notably asmallworld and LinkedIn), asking to suggest some funky Turkish brands for me to check out. Believe it or not, pretty much all answers had to do with something called T-box.

Having learned that T-box's main point of differentiation is packaging, or, rather, its size (you can buy your T-shirt wrapped in a tiny bag size of a matchbox), and having the impression that I'd certainly bump into a T-box shop somewhere in the city, I didn't even bother to note down any exact addresses. It turned out though that it wasn't easily findable, and it took me about 4 days before I bumped into it on the main shopping street of Istanbul. Unfortunately, the shop was closed -- on a Tuesday afternoon -- because at that time it served as a venue for some PR event of sorts. So, i didn't get to have a close look at those tiny packages.

And it's a pity. Because T-box, launched in 2003 in Turkey, has quickly expanded abroad, and currently has about 5000 stores on 4 continents. The whole concept is based on squeezing normal size clothes into abnormally tiny boxes, cone-shaped packages and purses. Apparently, it's the only Turkish brand which never has to lower its prices during sales seasons.

Do you know any other business idea based almost entirely on innovative packaging? Post a comment!