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Metal packaging for high-end clothing

Paris, France-based lingerie leader Etam is exploring innovative packaging approaches, having just concluded a successful lingerie and denim clothing promotion using custom metal packaging from Crown Speciality Packaging, an affiliate of Crown Holdings, Inc.

Customers at Etam retail establishments in France Spain and Italy recently received lingerie products packaged in distinctive 71¼2x5x23¼4” rectangular tins featuring graphics of prominent models and denim clothing packaged in 6x9” cylindrical tins with removable bottom ends. The limited-edition packages were designed to reinforce Etam’s premium brand image.

Marjorie Courtet Etam’s director of promotional marketing and special events says “Using innovative metal tins from Crown allowed us to build on Etam’s image as a modern forward-thinking brand that is full of surprises. Consumers were so attracted to the creative limited-edition tins that the entire stock was sold out in just 15 days. And from an operational point of view the promotion was executed quickly and cost-efficiently.” —Judy Rice

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