Uniqlo and Sesame Street, Adidas and Dragon Ball Z, Wood Wood and the Mumins – more and more brands are relying on profitable cooperations and the media hype of current film and series classics. About the trend development of the capsule collections and the chance of product drops in the children’s segment.

The tactic of capsule collections

The mostly strongly limited and once produced mini collection usually takes place within the framework of a profitable brand cooperation. To put it in a nutshell: children’s labels develop special seasonal editions for vertical chains or small boutiques. The jointly conceived product benefits from the level of awareness of the respective cooperation partner and awakens desires among the end consumer due to the limited time frame.

Profit gain through brand image

In addition to increasing brand awareness through media hypes (most recent example: Mary Poppins x Hunter Boots), the combination of strong brand competencies in particular can generate high profits. Last year, the Spanish children’s fashion manufacturer Tinycottons cooperated with the sports group Puma. A win-win situation for both parties – creativity and a target group-orientated design language meet specific craftsmanship and commercial success.

New marketing strategies

Due to the temporal and spatial limitation of the special collections, a considerable desire is aroused for a short period of time. The increased exclusivity of the mini collection increases the brand value of the respective label many times over. Possible disadvantage: Due to the often significant and recognizable designs as well as the limitation, the mini collection is considered obsolete after a short time and the season is easily verifiable.

Product Drops a new chance in the children’s segment as well?

The special sales tactic of the so-called “product drops” is basically to bring a certain product to the market in very small quantities instead of the entire mini collection. All this without much notice. Of course, this only works if the respective brand is well known. The increased sense of urgency and the scarcity of the range (more than with capsules) creates a high demand. This can be illustrated particularly in the example of the cooperation between the luxury case manufacturers Rimowa and Supreme: It only took 16 seconds for the suitcase cooperation to sell out despite the extremely high selling price of around 1,600 US dollars. The only advertising used was a picture of the product on social media. Brands will continue to be challenged to find new ways to arouse the attention of consumers and inspire their customers. It remains to be seen whether the drop strategy will also prevail in children’s fashion.


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Image: WoodWood