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Capsule Collections – The Trend Is Here To Stay !!!

Betters Revenue Records; New Groups Collaborate

The art of marketing lays in the strategy and knowledge that when you limit your supply the demand grows. This point perfectly suits the nature of ‘capsule’ collections, a concept where a limited supply of desired products is released in the market to generate quick sales. The trend was a rage last year and the same continues to boost sales this year too, reaching new boundaries with new sets of collaboration, i.e. between celebrities & stores; designers & fashion houses; celebrities & designers; and even stores collaborating together to form their own capsule collections. With the previous lines proving to be a huge success due to strong consumer response, a lot of new names have entered the scenario to entice fashion-conscious masses.

Market research has proved that private label brands are 10-15% more profitable than wholesale lines; department stores are also working with famous designers and celebrities to differentiate their offerings, increase their appeal and generate extra publicity. With Uniqlo tapping Sophie Buhai and Lisa Mayock of Vena Cava to design a capsule collection for its stores, consisting of six styles of dresses, tunics and tops retailing for $ 29.99, and with Gwen Stefani famous for her fashion-forward style launching Harajuku Mini, a collection of clothing for children which will be sold at discount retail superstore Target, the trend is far from over.

Collections like Karl Lagerfeld’s for Macy’s is getting extremely positive reviews, the capsule collection bears many of Lagerfeld’s trademark styles and his signature high collar. The prolific Lagerfeld has been engaged in numerous fashion collaborations, including H&M, Diesel, Hogan and alpine specialist Napapijri, for capsule collections in the past. Even Macy’s is not new to collaborations like these; it has embarked on a successful campaign of high-profile exclusive collaborations including Madonna’s Material Girl as well as Rachel Roy, Tommy Hilfiger and Kenneth Cole Reaction. Carrying it forward, Macy’s collection with Mathew Williamson, Diesel and SKYY Vodka’s Capsule Collection, Kinder Aggugini are in the pipeline.

Many more interesting pairings are underway…Versace for H&M, Fall 2011 capsule collection is set to go on sale on November 17. Besides this, there are rumours that this collection will be followed by another pre-spring one that will be available on January 19, 2012. Rag & Bone has teamed up with Barneys New York to launch a capsule collection of tailored pre-fall pieces. A big reason for the success of these collections is the desire for designer clothes in people and fulfilment of their desire through the store next door at pocket-friendly prices; this has no doubt translated into an interesting marketing strategy.

Lacoste, The 78-year-old sportswear company has teamed up with Catherine Malandrino for the first of four collections together. Malandrino has brought a sense of femininity to the sporty brand by adding various elements to the garments and has even altered the crocodile logo to include two crocodiles kissing – one green and one yellow. London-based designer Jonathan Saunders collaborating with the German fashion house Escada on a capsule collection to be launched at Escada and Escada Sport stores worldwide in November 2011 and following on from the success of previous Premium Brands Boutique collaborations, fashion e-tailer has launched an exclusive capsule collection by designer Nicola De Main.

Stores are not the only ones collaborating with designer labels to form their sets of capsule collections, these collections now have a huge celebrity influence too; Emma Watson, the Harry Potter star worked with Italian designer Alberta Ferretti on a line that features a series of environmentally friendly dresses. The collection, christened Pure Threads, launched on 22nd March 2011, boasting of relaxed dresses, lace-embroidered denim and 70s blouses. Singer Robbie Williams launched his clothing line Farrell, named after his grandfather, Jack Farrell, to honour his legacy. This menswear clothing line can be used for a night out, an afternoon lunch, or lounging around at home. It features several coats, including a Crombie, a country-style quilted jacket, a dinner jacket, a cable-knit cardigan and a flat cap. Banana Republic has come up with its own capsule collection inspired by the famous television series mad men.

Bringing the fashion of capsule collections one step further some of the stores have collaborated with other stores to come up with their own collections, Amsterdam store Patta (storeguide) and Rotterdam sneaker store Woei teamed up on a small capsule collection for summer 2011 which was released, April 16th, at both stores. H&M’s designer collaboration with Lanvin, one of the most influential brands worn by celebrities on and off the red carpet is another addition to the list of popular collaborations making their line of capsule collections.


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