Cotopaxi adopts a drop strategy to build buzz ahead of BFCM
Cotopaxi is releasing new products every other day, from Nov. 1-11, through a campaign it's calling "Cotodays." It's part of the brand's plan to build awareness ahead of the crowded Black Friday/Cyber Monday period.
Cotopaxi, a travel bag and backpack brand, is launching a new drop strategy to generate buzz ahead of Black Friday and Cyber Monday (BFCM). The company plans to release new products every other day from November 1-11 through a campaign titled "Cotodays." The items available for purchase during this period include limited edition products such as the Del Día Tasra Shoulder Bag, Funky Fuego Down Hooded Jacket, Light Mode Contiguo Encima Fleece Pullover, and a Fujifilm Instax instant camera.
These products can be found on Cotopaxi's website and at their 20 U.S. retail locations. This innovative approach, which coffee retailer Intelligentsia pioneered, is a departure from the traditional drop model used by fashion brands. Cotopaxi CEO Lindsay Shumlas believes this strategy will maintain consumer interest and product discovery earlier in the month, rather than competing in the promotional window of the holiday season. Readers can find more information on this story at modernretail.co.
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