Carol Houghton: Conference tackles industry trends

I recently attended Brigl and Bergmeister’s ninth Label Conference in Bad Hofgastein, Austria. A full write up will be published in L&L issue 6 but here are a couple of personal highlights.

The overriding theme that emerged was sustainability. David Ravnjak, F&E Papirnica Vevce, Brigl and Bergmeister, said: ‘The industry is demanding modern, hi-tech, adaptable, customizable, intelligent and sustainable materials.’

Another trend worth mentioning is the changes in consumer behavior, driven by global technological advances. Rowland Heming, director, Design Board – who presented at the conference last month – believes the internet could shape the future of the label. ‘Children are our future – their reaction will change the future of packaging.’ The next generation is internet savvy and able to instantly communicate globally; this is something that brands need to consider and react to.

A great example is Home Plus, a South Korean/British discount store retail chain – jointly owned by Samsung and Tesco – which has created an on-screen virtual store. QR codes on products on the screen – at a South Korean train station – can be scanned, allowing consumers to shop while they wait. Heming said: ‘Technology makes it easier for everybody. The internet will continue to be a main driver.’ He added that the internet has created a global consumer, meaning we can all access the same things.

Heming also commented that brands do not realize the power of the pack and label, emphasizing the trend for increasing shelf impact. He said the cost of a label is a fraction of the cost of a 30 second advert. Private label brands are thriving at the moment, proof of the power packaging and labeling has to make a product successful.

Carol Houghton
Editorial assistant
Labels & Labeling