Paper Packaging Elevates the Brand Experience in Fashion

Independent research reveals how packaging material influences sustainability perception, consumer engagement, and brand value.

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Plastic polybags remain the dominant packaging format in the fashion industry, with an estimated 180 billion units used annually to protect and transport apparel products. Most of these bags are designed for single use and have low recycling rates.

As fashion brands face increasing regulatory pressure and growing consumer expectations around sustainability, many are exploring alternatives to plastic packaging.

Vela™ was created to help fashion brands replace plastic polybags with paper while maintaining product protection and improving the customer experience. Since launch, more than 300 million Vela paper bags have entered the market, supporting brands in their transition away from plastic.

But an important question remained: how do consumers actually perceive paper packaging compared with plastic, and does packaging material influence brand perception?

To better understand these dynamics, Vela partnered with Quad’s Accelerated Marketing Insights team to conduct independent behavioral research focused on packaging perception during the unboxing experience.

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Research methodology

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The study simulated a realistic at-home apparel delivery experience. Gen Z and Millennial participants received a T-shirt packaged in one of three formats:

• Vela Plus – fully transparent paper packaging
• Vela Hybrid – kraft paper combined with transparent paper
• Traditional plastic polybag

Researchers used several behavioral measurement tools:

• mobile eye-tracking technology to record visual attention
• a disposal exercise to observe recycling behavior
• a post-experience survey measuring sustainability and brand perception
• follow-up interviews evaluating recall and motivations

This approach allowed researchers to measure both stated preferences and real behavioral responses to packaging materials.

Paper packaging increases consumer engagement

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Eye-tracking analysis showed that material choice significantly affects how long consumers interact with packaging during the unboxing moment.

Average total visual attention on the package:

• 16.1 seconds — Vela Plus
• 14.8 seconds — Vela Hybrid
• 10.1 seconds — Plastic polybag

In practical terms, paper packaging generated up to 60% more engagement than traditional plastic packaging. This extended attention window transforms packaging from a functional element into an opportunity for storytelling and brand interaction.

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Sustainability messaging receives stronger attention

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Consumers actively searched for sustainability cues when interacting with paper packaging. Eye-tracking analysis showed that a large share of visual attention was directed toward sustainability messaging and material icons printed on the package.

Key findings include:

• 65% of visual attention on paper packaging focused on sustainability messaging
• participants showed ~40% higher intent to recycle paper packaging compared with plastic
• 70% of interviewees recalled sustainability messaging two weeks after exposure

These findings suggest that when sustainability information is clearly communicated, consumers not only notice it but remember it.

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Paper packaging improves sustainability perception

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Material choice strongly influenced how participants perceived the environmental responsibility of the brand.

In the study:

• 77% associated Vela Hybrid with an eco-friendly brand image
• 61% associated Vela Plus with sustainability
• only 34% associated plastic packaging with eco-friendly brands

Plastic polybags were consistently perceived as the least environmentally responsible option.

Paper packaging strengthens brand perception

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Beyond sustainability, the research also revealed a measurable impact on brand perception. Participants described paper packaging as more thoughtful, more premium, and better aligned with responsible brands.

Overall:

• 79% of consumers preferred paper packaging over plastic
• 10% of Vela Plus participants associated the packaging with a luxury brand

These results highlight how material innovation can influence both sustainability perception and premium brand positioning.

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What this means for fashion brands

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The research highlights how packaging material can shape both perception and behavior. Moving from plastic to paper does more than reduce environmental impact; it can also strengthen how consumers experience and interpret the brand.

For fashion brands, paper packaging can deliver several strategic benefits:

• higher recycling behavior
• stronger sustainability credibility
• more premium brand perception
• clear consumer preference for paper formats

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From Insight to action

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As sustainability expectations continue to evolve, packaging is no longer just an operational decision. It has become an integral part of the brand experience.

Examples of brands already making this transition can be seen in Vela case studies, together with more information about the Vela packaging platform and its approach to responsible packaging.

See how brands are replacing polybags with Vela‍