Technical sock brand to unveil new packaging to increase sales and maintain quality
Bridgedale is to unveil new packaging for its socks in the coming weeks designed to highlight each pair’s technical story and make repackaging easier.
Bridgedale said colour coded, consumer friendly packs highlight each technical yarn story, whether WoolFusion, MerinoFusion or CoolFusion, with each delivering a different performance set.
The foot-shaped pack simplifies the removal and replacement of the sock in-store by customers and staff, Bridgedale said, reducing the risk of packaging being torn or ripped.
The new two-part design also has simplified package printing. Bridgedale said the new shape allows for a much higher print density reducing waste by 45 per cent and the use of recycled card printed with soya-based ink improves recycling and reduces the environmental impact.
The new packaging being introduced for spring 2012 will be unveiled to UK retailers at the Outdoor Trade Show at the end of September.
Steve Fowler, Bridgedale managing director, said: “The biggest complaint I hear from shop floor staff is that nearly all sock packaging is a real pain when it comes to creating easy to understand displays then keeping them looking good.
“Nearly all sock packaging is either difficult for the customer to get the socks out of but then frustratingly difficult for the staff to get the socks repackaged.”
Giles Polito, Bridgedale brand manager at distributor Burton McCall, said: “The new packaging story makes so much sense. Colour coded technology stories help clarify with consumers the excellent Merino wool styles and easy to use, easy retail and eye-catching presentation make so much sense; this could set a new benchmark for sock packaging.”