Luxury brands have long used limited editions to create buzz and demand. But what about taking this a step further with limited locations? In other words, selling your limited edition item in just one or a handful of stores, rather than all of them.
Fashion brand, Bape, sells some of its limited edition lines in just a few Tokyo locations. While Burberry’s Blue Label is a line of Burberry stores exclusive to Japan that features a more fitted, sassier version of Burberry styles. Le Labo fragrances produces an exclusive scent for each major city it sells in, restricting the fragrance’s availability to that city alone.
For shoppers, this brings back the thrill of having to go and shop in person. What better cure for retail blandness than to turn, say, a Stockholm or Istanbul flagship store into a true destination again? Or what if every one of your stores/outlets/venues had its own unique experience and assortment?