The Brand Manager's Guide to Eco-Friendly Packaging for Apparel
Customers want apparel companies to do their part to help the environment - and thankfully, many companies are leading the charge or at least answering the call.
Maybe your brand already sources recycled clothing, and if so, that's fantastic.
But a large number of activewear brands that shift to or consider sustainable materials, focus solely on apparel, losing sight of the entire process and its impact on the environment.
Packaging in particular is the typical casualty of focus, yet it has a profound impact on the environment, and ultimately the sincerity of a sustainable mission for brands.
Aside from being the right thing to do, there are sales implications for brands that ignore sustainable packaging.
Of all the aspects that influence a purchase decision in sustainable e-commerce, packaging was the greatest driver, by a wide margin.
That's not to say the other aspects aren't as important, but it's clear that sustainable packaging is on the conscience of consumers as well as brands today.
It's important to note that this study was focused on e-commerce sales, but with Covid-19 pushing 46% of activewear sales online, and a continued push to e-commerce, presenting e-commerce as the guide is more appropriate for understanding the marketspace today, and its trend over the next few years.
If you're a seasoned brand in the apparel space, an established brand looking to enter the sustainable activewear segment, or an entrepreneur that's ready to actively make a name for your company in sustainable wear, the following includes everything you'll need to know regarding sustainable packaging for apparel.
3 Consumer-Facing Considerations for Apparel Packaging
Around 100 billion garments are created annually - and at some point in the production process, each garment will require packaging. In other words, at least 100 billion pieces of packaging will be created for clothing this year.
While the packaging is certainly used at all stages of product development, consumer-facing packaging toes the line between necessary functional use and excessive cosmetic value. One of the biggest issues with consumer-facing packaging in apparel is its almost entirely single-use.
Rarely being of functional value to the consumer, it is quickly discarded.
While there are many areas to look at related to packaging, the following focuses on three broad consumer-facing categories in apparel packaging.
1. Final Product - Hang Tags
One of the most important components of getting a garment ready for the end-consumer and retailers is the hang tag. It holds all critical information such as size and materials used in the construction of the garment itself. This can also be found on clothing labels, which requires a separate approach because there are too many details for one article.
But hang tags are the epitome of single-use products with no value to the consumer post-purchase while requiring a great amount of energy to create.
Deforestation
Every year, 18 million acres of forest are cut down - with nearly 60% of the raw materials being used for paper products, including hang tags. Paper is the most used material for hang tags, and due to cost efficiencies and ease of access, sourcing is primarily done through unsustainable means.
However, there's been recent growth, driven by consumer demand, in using responsibly managed forests for the creation of paper products for apparel packaging. FSC certification and other marks that signify sustainably sourced paper materials are gaining awareness among consumers.
In turn, this is becoming a more popular and sustainable way of sourcing paper for hang tags, albeit more expensive.
Printing and Ink
After the paper is sourced, it needs to be printed on - and printing generally uses a variety of harmful inks and chemicals. These chemicals not only pollute the environment but also increase the risk of employee health concerns during the printing process.
Considering the vast array of SKUs within an apparel catalog - size, color, style, etc. - there is an abundant need for printing high volumes of unique tags, further contributing to a harmful impact on the environment.
There are sustainable methods of printing including using more eco-friendly inks, such as using soy-based inks or other vegetable-based inks.
Global Footprint
The transportation of goods has a large impact on the environment. The further something needs to travel, the greater the pollution - particularly when done via air freight.
In terms of hang tags, there are multiple steps required for a finished product. Cutting down timber for raw material, then moving to a mill for processing. Shipping the tags to a destination for ink application and finishing.
And finally meeting the garment to be applied, before heading off with the final apparel product to its retail or consumer location.
This is a simplified view, with possibly far more steps involved, but hopefully illustrates the global impact something as small and overlooked as a hang tag can have on the environment.
2. Inventory - Tissue, Poly Bags, Stickers
Tissue, poly bags, and stickers are some of the most commonly used packaging materials in apparel. From an inventory standpoint, they help protect garments from damage or stains while in storage or transit.
They also play a vital role in displaying products to customers on store shelves or online.
Tissue Paper
Tissue paper is part functional and part cosmetic for clothing. When a garment leaves the manufacturing process, it typically has a long journey ahead and can sit on a shelf for a long period.
Functionally, tissue paper protects the garment from dust and other particles that may accumulate during shipping and storage.
Aside from that, there's a certain level of polish for the end-consumer when they open the entire package and find a sheet of tissue surrounding a garment. It's a subtle visual and tactile cue to quality.
The difference with tissue is that, unlike hang tags, they can be reused multiple times. But often it isn't reused, as consumers will remove tissue when they purchase an item of clothing and throw it away.
This presents an opportunity for apparel brands to consider using recycled tissue paper, which is often just as strong and durable but at a fraction of the environmental impact.
What Are Poly Bags?
Poly bags are made from a type of plastic called polyethylene. They are often used to package food, clothing, and other products. Poly bags are popular because they are lightweight and inexpensive.
However, they are not biodegradable or recyclable, which means they can be harmful to the environment if not disposed of properly.
When it comes to packaging apparel, poly bags are often used to package individual items or multiple items together. They help protect garments from dirt, dust, and other elements that may damage them during shipping and storage.
Poly bags are used in quite a few stages of the manufacturing process - from moving materials to getting product shelf-ready. And much like tissue paper, poly bags can be reused multiple times but are often thrown away by consumers.
Polybags constructed in unsustainable ways are one of the most significant sources of plastic pollution. They often end up in landfills or as litter, where they can take centuries to decompose.
When disposed of in water, poly bags can last even longer and break down into smaller pieces that contaminate the water and harm marine life.
Fortunately, there are some sustainable alternatives to traditional poly bags made from recycled materials that are biodegradable or recyclable.
Stickers
While stickers aren't always thought of as a component of packaging, they are present on nearly every item. From price tags to barcodes, stickers play an important role in the inventory and sale of apparel.
Stickers are made from a variety of materials, including paper, plastic, and metal. They can be printed using a variety of methods, including digital printing, screen printing, and offset printing.
Stickers are often used on packaging to help identify the contents of a package or provide additional information about a product.
They can also be used on apparel to help with inventory control or to promote a brand or campaign.
They are typically attached to another packaging component that is discarded. The process of making a sticker can also be harmful to the environment if not done sustainably.
3. Shipping - Mailers, Tape, and Labels
As you know, there are many ways to ship items - boxes, mailers, and envelopes being some of the most common. But for apparel, especially for single and lightweight items, many brands use mailers.
It's one of the most cost-effective ways to ship apparel, and mailers typically come in a few different varieties.
There are quite a few options for mailers, but three of the most common for clothing include poly mailers, padded mailers, and paper mailers. Each comes with pros and cons.
Poly Mailers
Poly mailers, like poly bags, are made from polyethylene. They are often used to ship lightweight items like t-shirts, tank tops, and leggings. Poly mailers are popular because they are lightweight and inexpensive.
Soft and durable garments will typically get shipped in a poly mailer. Just like poly bags, in a polyethylene form, these are unsustainable, often ending up in landfills. And while they could be reused in some instances, it's extremely rare for consumers to give them a second life.
Padded Mailers
Padded mailers are made from a variety of materials, including paper, plastic, and even metal. They can be printed using a variety of methods, including digital printing, screen printing, and offset printing.
The padding can be made from fiber, foam, or bubble wrap that helps protect the contents from damage. Which is typically why padded mailers are used over other types of mailers - protecting an item during transit, such as a delicate garment.
The padding and seal are the biggest components that can become more eco-friendly since the body of a padded mailer can easily be made from recycled paper.
In place of plastic bubble wrap for the padding, there are options to use biodegradable materials derived from cornstarch or recycled paper. As for the seal, rather than using plastic tape, there are paper-based options available that are also eco-friendly and compostable.
Even when the body of a padded mailer is made of paper that can be recycled, if the padding or seal uses plastic components or some other material, the two components need to be separated before they can be recycled.
Paper Mailers
Paper mailers typically come in kraft paper form, which is a thicker and stronger type of paper that doesn't go through a bleaching process, helping retain the strength of fiber while having less impact on the environment.
Like padded mailers, the seal and padding of paper mailers can also be made from eco-friendly and compostable materials.
The biggest downside to paper mailers is that they are not as durable as some of the other options, which could lead to damaged content.
While most paper mailers are recyclable and far more eco-friendly than polyethylene mailers, creating a paper mailer from recycled materials instead of using virgin paper will always be the more sustainable method.
Look for the following if sourcing for paper mailers:
Compostable
Recyclable
Biodegradable
Sustainably Sourced Forestry (e.g. FSC Certification)
Unbleached
Inks and Adhesives
It might seem like any paper product would be compostable, but the real culprit is the ink and adhesive used. Many inks and adhesives use polymers that are harmful to the environment during the composting stage.
finish writing the tape section
Tape
While tape most likely won't be needed if you're using a mailer, it's an important consideration if you bulk ship with corrugated. Polypropylene (plastic) and acrylic adhesives are commonly used in pressure-sensitive tapes, which are not eco-friendly.
Water-activated tapes are a more environmentally conscience option. The core is paper-based, and the adhesive is created with Made with starch and other biodegradable materials, when wet they create an adhesive that gets the job done and is a much better option for the environment.
This type of tape can also be printed on soy or other vegetable-based inks. Making the entirety of the tape 100% compostable, even though it could take some time to complete. An extended lifetime for composting is especially true when the fibers of the tape are reinforced throughout.
You've probably seen this in action with your Amazon packages that arrive at your house in boxes. Their tape is compostable, but you'll notice a few ridges down the body of the tape that keep the structure intact and securely fit but also increase the time for composting.
Labels
Don't forget about labels - more specifically shipping labels. For eCommerce in particular, they play a vital role in getting your apparel to the consumer, in fact, there are roughly 36 million packages delivered to people every single day in the United States, and each of those has a label adhered to it.
Unfortunately, most labels are petroleum-based, and with that many packages circulating in one country on any given day, this adds up to a serious environmental concern.
Vinyl, polyester, and polyethylene are all commonly used in labels and are not exactly the best options for the planet.
There are some great eco-friendly alternatives though, which primarily use recycled paper and non-toxic adhesives to perform the same job as their plastic counterparts.
The Importance of Packaging
If you read through the packaging considerations above, you might think that it would be better not to use any packaging at all, but you know that's completely unrealistic. And packaging still serves an important function.
Product packaging protects your product from being damaged during the shipping process, keeps your product clean and presentable when it arrives at your customer's doorstep, and can also be used as a marketing tool. It's function is important, and needed.
Your packaging is often the first thing customers see when they receive your product. It's important to make a good impression, but it's also important to make an eco-friendly impression. Sustainable packaging is one of the most important considerations for businesses nowadays.
Somewhere between form, function, and sustainability, there's a solution. With advances in environmentally friendly packaging solutions, brands can be part of the solution today.
By taking the time to consider your packaging options and make the switch to more eco-friendly materials, you can help reduce your business's environmental impact without sacrificing function, style, or budget.
How Does Eco-Friendly Packaging Help the Environment?
Eco-friendly packaging is made from renewable resources like bamboo, paper, and plant-based plastics. It is also biodegradable and recyclable. Eco-friendly packaging reduces the amount of waste sent to landfills and reduces dependence on fossil fuels.
While there are numerous ways to get environmentally friendly materials for shipping apparel to consumers, the following includes a few of the most common options at your disposal.
3 Types of Eco-Friendly Packaging for Mailers
If you had to make one decision to start your journey of more environmentally friendly apparel packaging practices, ditching the poly mailer would be as good as any place to start.
It plays an important role in first impressions with consumers, is easily replaced by eco-friendly alternatives, and is the backbone of shipping apparel to consumers.
Here are a few of your options to consider as your brand gets more focused on sustainable packaging for mailers.
1. Recycled Plastic Mailers:
You could ditch the poly mailer altogether and switch to 100% recycled plastic mailers. These are made from post-consumer recycled plastics and help reduce your reliance on virgin materials.
The plastics used for recycled plastic mailers come from different grades of polyethylene - including high-density (HDPE) and low-density (LDPE).
This can include anything from a milk jug as an HDPE to a shopping bag in the form of an LDPE.
An important addition to consider with recycled plastic mailers will be adding adhesive strips that allow the mailer to be reused by the consumer. This will further keep the product out of landfill while building goodwill with your customers.
2. Recycled Paper Mailers:
Recycled paper mailers are a great eco-friendly alternative to poly mailers and other types of shipping envelopes. When sourcing these, focus on getting 100% recycled paper that is certified for correct forestry gradings, like FSC.
This is a great way to reduce reliance on virgin materials, support the proper management of forests, and still provide adequate protection for your apparel product during shipping.
Important to note, that you can get recycled paper mailers in kraft as well - a thicker paper.
3. Compostable Mailers:
If your brand is looking for the most sustainable mailer on the market, compostable mailers are going to be at the top of that list. These mailers are made from renewable materials, like cornstarch and other plant-based plastics.
They will typically degrade within 6 months of a compost bin and help reduce your brand's reliance on fossil fuels. If you go this route, educating your end-user on how to properly compost is important. A small percentage of people know how to do this, and it can end up in the trash bin as a result.
How to Pick Eco-Friendly Packaging
Now that you know some of the most common eco-friendly materials on the market, here are a few tips to keep in mind as you choose sustainable packaging for your apparel brand.
1. Consider Your Products
The first step in choosing eco-friendly packaging is considering your products—what they are, how they're used, how often they're used, etc. — and finding sustainable materials that will work best with them.
For example, if you sell delicate silk apparel, you'll need different eco-friendly packaging than if you sell t-shirts made from recycled polyester.
2. Consider Your Customers and Business
The second step in choosing eco-friendly packaging is considering your customers; what their needs are, what their values are, etc. Then figure out the intersection of your brand with your customer needs as it relates to the environment.
For example, if your customers care about reducing their carbon footprint, you may want to look at your packaging across the whole product lifecycle and understand ways to reduce the impact that is logical for your business and make your customers happy.
3. Consider Your Budget
The third step in choosing eco-Friendly Packaging is considering your budget—how much money you're willing to spend on sustainable materials, whether or not you're willing to charge more for eco-friendly products, and finding materials that will fit within those constraints.
Fortunately, there are plenty of affordable options on the market, but there are also some that will be far more expensive than the typically used petroleum-based alternatives.
Knowing your investment threshold and weighing the perceived benefit to consumers, you should be able to find something that works for both your budget and your environmental goals.
Packaging Profoundly Impacts A Clothing Brand's Footprint
Whether you're looking to reduce your brand's carbon footprint to get ahead or to catch up, choosing eco-friendly packaging for your clothing business is a great way to start.
Packaging is in every stage of garment production, and while this article focuses primarily on the consumer-facing side, there are other great ways to reduce your packaging footprint across the whole product lifecycle.
Eco-friendly packaging is not only good for the environment, but it's also becoming more and more popular with consumers who are looking to support brands that have similar values to their own.
So, if you're looking to add sustainability to your brand, start with your packaging. It's good for business and good for the planet.