There's a good article about packaging design for fashion at the International Herald Tribune by author Alice Rawsthorn.
Most have opted for one of two default design styles for their boxes, bags and logos (or visual identities, as graphic designers call them). One style belongs to what we'll dub the Voguettes. These are the brands with forgettably pleasant packaging, whose logos look more or less like Bodoni, the elegant serif typeface that Alexander Liberman adapted in 1947 to create the lettering that spells out Vogue's title on the magazine cover. Now that style seems very Vogueish, which is presumably why Giorgio Armani, Burberry, Dior, Piaget, Pucci and Vera Wang have adopted similar typefaces.