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Varmy’s idea of creating a line of packaging products to improve the presentation of products manufactured by clothes makers, “Came up some time ago, but it was only in the past few months that we have materialized with creations and products for our clients. This was a pending issue in our line and something our commercial network was expecting and demanding. As we specialize in labeling and techniques for special cardboard, plastic, woven and non-woven fabrics it was only natural that our clients would request packaging and labels that would match. We needed this project to ripe in order to materialize it”, states Fernando Mellado, Marketing Director of this company.
An image with plus, for manufactured clothes
The container or packaging is the projection of products, oriented to potential clients. This explains why companies are becoming aware of a reality: if products are suitable shown at stores, this will turn their choice into a matter of decision making in just a few seconds. Every client knows their brand needs to be represented in the best possible way in consumers’ minds. “We contribute advanced techniques and materials for packaging and labels in general. We want to help clients differentiate their products from their competitors’”, our interviewee points out.
Markets respond in a positive way
Varmys’ packaging lines awakens interest in clients. Their production, services and know-how attest to Varmy’s seriousness, and this is in turn reflected in their products.
“Our Commercial Department inspires trust, as does our know-how. This is essential to the response of markets”, Mellado adds.
Materials most commonly used
For their new products Varmys use a variety of materials. These include cardboard (various weights), shiny or with matte finishes for the most classic looks, metallized cardboard for a more exclusive touch, plastic, PVC or polypropylene and recycled, kraft-type cardboard for a youthful look. However, the collection is still open to even a wider range of materials. “We are still working on really innovating products and projects. This will also include a combination of printing techniques, some of which we already use for labels, and the laser finish for a number of details”, our interviewee offers.
Customized products
Customization is an added plus that medium and high-range clients demand of late. Our interviewee explains, “It is precisely in customization that we specialize, as this is our natural environment and field of expertise. We know the difficulties and challenges. It is essential to have an excellent Design Department, with qualified, trained staff and excellent materials. We also need to have fluent communication with clients, as the supplier-client relationship will help us reach an understanding. We need to know which materials will better suit the customization sought, and the technique that will best represent the image to be conveyed. Customization does not just imply what you print. The materials used are also relevant”.
For various types of products
Almost any item may be packaged, but Varmys knows that it is important to make products exclusive, and to present them in a way that is consistent with the labels products carry. “We do not just manufacture cardboard boxes. We make products that will enhance and conjugate the image of a company. So we can talk of packaging for ties, for instance, and think of holes on the package, windows, hooks, or in the case of handkerchiefs and neckerchiefs, we could think of what type of cardboard we can use. Boxes for cufflinks, promotional items, belts and other items, need to be designed in such a way that it is easy to pack products at the store. So the range of products we can design and manufacture becomes larger by the day”, he adds.
Love at first sight
Potential clients and consumers may fall in love at first sight if the product is aptly presented. This will influence on their decision. Mellado believes so, and explains, “We all know that our society today presents products in an almost homogeneous way. We need to differentiate products, and the way they are presented will be a major factor, as a way of subliminal advertising. Proper management of the packaging will make a product unique, generating trust and influencing on consumers’ decisions. We add value to products, not in a non-essential way, but as clients perceive it. Otherwise, we would just be adding to expenses and the cost of a given product”.
Design and its identity
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At Varmys, the Design Department is in charge of developing products in general. But as relationships with clients are close, “They will often suggest concepts, daring and different details that become almost personal. So our packaging products may be perfectly combined with labeling and customized ribbons. The range of options is so wide it is satisfactory to see that our end results are created by both Varmys and our clients, working together”.
Suit covers
Traditionally, suits have been packed in non-woven fabrics, TNT, plastic or PEVA, but today clients will expect something new and different. Mellado tell us, “Varmys is adding new materials such as cotton fabrics, imitation leather and bio-degrading materials, among others”.
How many sizes and types of products can we find in this collection?. “Even though suits have mostly been thought of as products for men, there are also new cases for women’s clothes, available in new colours and designs that better adapt to this dynamic and innovating market sector. There are three major types of cases: for trousers, for suits and for wedding gowns, with or without bellows but in several available sizes and models, as clients bring in new ideas for customization”.
We ask if clothes makers want their products to be sold with a case or bag. “That is for clients to decide”, says Mellado. “Of course, bags are excellent advertising tools, as they will remain hanging in people’s wardrobes even once they’ve given away the clothing item itself”, he adds.
New products, in evolution
As mentioned before, Varmys continues to work in order to add new materials and techniques. This also involves training staff – technical and commercial – as the company’s philosophy is ongoing innovation on the go”, our interviewee says. “We do not just seek to launch something effective but just temporary. Instead, we want to add new product lines and are fully persuaded that our contributions in this field will be fundamental, and made to last”.
Complying with EU standards
At the end of our interview Fernando Mellado says that “Varmys is fully aware of the need to comply with standards, and we seek to protect our environment. Our efforts are oriented towards the compatibility of development and the protection of our environment. So based on this policy their goals involve minimization of waste affecting the environment and generating pollution. The project has meant recognition, materialized in certificates attesting to their compliance with EN ISO 14001:2004 to this date”.
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