PACKAGING WORKSHOP ONLY IN TARGI KIELCE

15 June; a special packaging workshop is held from 2 to 4 pm. The workshop will be run by  Dorota Kałowska, Polish Trade Chamber's expert, Partner & Strategy Consultant (COBALT SPARK), the Future Private Labels coordinator.   The session is held under the banner of "Effective private labels packaging - trends and inspirations".

 - Generic private-label era is almost over. What until recently has been an attractive offer has now become a niche for the least well-off consumers. Copy-cat brand are slowly giving way to private labels with added value; private label owners perceive see the potentials tu use PL to enhance clients' loyalty to the retail chain. The strategy implementation, however requires constant products quality improvement - this includes packaging. Copying and imitating category leaders, going along the benchmark-mark stream is no longer efficient - Polish consumers expect integrity and transparency.  These expectations are equally similar with regards to branded and private label products - says Dorota Kałowska. - I look forward to seeing you at the workshop - together we reflect on how to fully exploit the packaging potential in order to communicate private labels' quality and building a positive consumer experience. No one needs to be persuaded the private label packaging is still the main communication and promotion tool.  Everyone has to answer the question, however - do we fully utilise the packaging impact on consumers.

The topics discussed at the workshop:

1. Polish consumers - needs and aesthetic preferences

2. Trends in packaging design (including private labels packaging) - Poland and the world

3. Private label architecture and packaging strategy alignment to the retail-chain strategy

4. From "quasi brands" to "standardized packaging systems"

5. The most common errors in private label packaging design

 The workshop is run by:  Dorota Kałowska

(KK)