Re: Packaging Design

This semester I did a case study on Under Armour for my Business Link course. I learned that every time Under Armour launched a new product they created really unique packaging. Under Armour created a box strategy and put their new cross training shoes in the coolest box ever.  It has a see through top, so the consumer can easily see the shoes. When you take the shoes out of the box, consumers will see the bottom of the box, which is where the point of purchase display is located; the marketing tool that will sell the shoe. Most of the stores where the shoes would be sold are self service, which is why Under Armour had to sell the shoe through the box. They had to make a packaging that would stand out from the rest of the shoe boxes and intrigue consumers to consider their shoe. They needed packaging that would differentiate them from the competition. Under Armour spends a good sum of their profits on marketing endeavors and has a huge dedication to aesthetics. In fact, the cost of the shoe packaging roughly cost the same as a week’s worth of television commercials.