So the limited edition. Limited collection

How many letters have I received from you with complaints like this: “Olya, how is that ?! After all, this product is from a limited collection and you can't buy it anywhere else! What should I do?" To which Olya was silent, nodded her head and answered philosophically: "Everything in this world is temporary and impermanent ..."

But this impermanence treats us too harshly, when brands create almost masterpiece texture, exclusive packaging and shades of stunning beauty.

But what is most surprising is that during the release of these collections, all sales managers go on vacation! Indeed, during this period of time, collections are bought up literally in a couple of days, and there is no reaction from the cosmetic company. A year, two, three passes, and we never see anything like it. And all why? I said it was because the salespeople were on vacation.

But on the other hand, any self-respecting brand necessarily comes out 2 times a year a collection that is absolutely not interesting. Boring nude shades, a couple of lipsticks and blush trivial in color.

"This is happiness!" - manufacturers tell us copying each other shade by shade, issue by issue!

And where are those individuals who are responsible for the creation of exclusive funds?

No, they are not on vacation. Rather, these are people who the whole world has forgotten and they have been working in a stuffy office for a long time and miss past life... Otherwise, how can one explain the fact that limited collections have ceased to be such ... Everything has become ad nauseatingly predictable and boring! For this reason, I have long been indifferent and indifferent to them, and only one question sounds in my head:

What do you think about cosmetic limited edition collections?

App., Number of synonyms: 6 limit (3) small (83) insignificant (100) ... Synonym dictionary

limited- limited limit; short form an, ana ... Russian spelling dictionary

limited- reason; cr.f. limits / rovan, limits / rovan, vano, vans ... Spelling dictionary of the Russian language

limited- limit / ir / ova / nn / th ... Morphemic-spelling dictionary

LIMITED CHECK (CHECK FROM LIMITED CHECK BOOK)- a settlement check issued by the drawer (the total amount of issued checks is limited by a certain limit). Checks are paid by the bank regardless of the availability of funds in the current account of the drawer. Used for settlements with the supplier ... ... Legal encyclopedia

- (CHECK FROM A LIMITED CHECK BOOK) a settlement check issued by the drawer (the total amount of issued checks is limited by a certain limit). Checks are paid by the bank regardless of the availability of funds in the current account of the drawer. ... ... encyclopedic Dictionary economics and law

LIMITED CHECK- LIMITED CHECK ... Legal encyclopedia

- (check from a limited checkbook) a settlement check issued by the drawer (the total amount of issued checks is limited). Paid by the bank regardless of the availability of funds in the current account of the drawer. It is used for settlements on site with ... ... Legal Dictionary

An order that indicates the maximum transaction price. Dictionary of business terms. Academic.ru. 2001 ... Business glossary

A check paid by the bank, regardless of the availability of funds in the current account of the drawer. The total amount of issued checks is limited by a certain limit. Ch.L. used for settlements on site. When issuing Ch.L. the remainder is indicated on the spine ... ... Business glossary

Books

• Hunting in Russia in all its forms. Illustrated Encyclopedia. Limited edition handmade leather bound. Number. , Vavilov M.P. Mikhail Vavilov's fundamental work "Hunting in Russia in all its forms" is the most complete collection of wisdom about the art of real men. Whether it is a swamp, steppe, pond or forest - experienced ... Category: Leather bound books Series: Dear books. Collection "Hunting and Fishing" Publisher:

No self-respecting perfume house can do without creating limited editions. What is it and how do limited edition perfumes differ from their original ones? A limited edition perfume or limited edition is a limited edition, timed to coincide with any significant event... Most often this is the beginning of a new season, the anniversary of a perfume brand, or another holiday that everyone celebrates, for example, New Year, Valentine's Day, etc. Limited edition perfumes are unique and unrepeatable. They are designed for a narrow circle of buyers. Usually, when launching on sale a limited version of a perfume, the manufacturer declares the quantity of the batch. Limited edition very quickly disappear from the shelves of perfumery salons, as there are a lot of people who want to buy limited edition perfumes. The most convenient way to purchase such rare editions is through an online perfume store. In regular perfumery stores, the cost of limited products is much higher. Online shopping will save you money. This is especially true for those who expect to buy inexpensive limited edition perfume.

limited edition

Limited edition fragrances can be a wonderful gift for your loved ones. You don't have to puzzle over what to give to your family. Present them with a limited edition of their favorite perfume! The limited edition perfume fully complies with all ideas about a "festive" scent. Firstly, it is a beautiful and stylish design of the package and bottle. It can be a completely new bottle, or an original one, but decorated with rhinestones, another pattern or even accessories. Usually, expensive materials are chosen to create limited editions, and famous designers and perfumers are involved. Therefore, if you decide to give perfume to someone, it is better to buy a perfume limited edition... As for the perfume composition, it can remain unchanged, or it can be transformed, for example, a few new notes are added or the concentration of the aroma changes.

Our online store of original perfumes provides an opportunity to quickly and easily buy limited edition perfumes from famous brands with delivery. In the catalog you will find men's, women's and even unisex fragrances.

Fans of niche perfumery can delight themselves with anniversary editions of the famous Escentric Molecules brand. The iconic fragrances "Escentric 01" and "Molecule 01" were presented for the 5th anniversary of the brand in stylish black frosted glass bottles. The perfume compositions have remained unchanged.

But Escada, releasing a limited edition of the women's eau de toilette "Sexy Graffiti", retained the shape and color of the original bottle, decorating it with a metal pendant in the shape of a glass, but at the same time, changed the perfume composition, transforming it with refreshing notes of mint and eliminating several components.

A pleasant purchase for fans of the popular Burberry men's fragrance "Brit for Men Burberry" will be its limited edition, created for the New Year. Unlike the original version, the perfume is more spicy, bright, and daring. But the bottle of the fragrance has practically not changed, retaining its classic design.

These and other limited edition perfumes can be found in our online perfume store, which will delight you and your loved ones with rare and exclusive fragrances.

Premium segment brands, and recently large mass-market retailers, are shaping their assortment taking into account the ever-increasing demand of the audience for unique items. This is how corners and collaborations of stores with famous designers, collections released in limited editions, and sometimes their own merchandise appear.

Marina Kolbakova, co-founder of the Soap Belka, Division and Peremena projects, tells how a well-built assortment policy can become one of the ways to promote the retail space and explains why the methods of work of large brands can be useful for owners of small stores.

Marina Kolbakova,
co-founder of the shops "Soap Belka", "Department", "Change"

“All our projects are noticeably different from each other: they have a different audience, style, brand lists. But there is something that unites the shops "Soap protein", "Department" and "Peremena" - this is the use of techniques of the premium segment when working with relatively inexpensive things.

I like the wording on Booking "by booking this room, you get more for the same money." Here we have - the price ceiling of stores is 18,000 rubles, but at the same time we strive to ensure that, coming to us for inexpensive things, the guest gets an impression disproportionate to the money that he will leave with us. For example, a person will try on a T-shirt for 1000 rubles, and a friend will be waiting for him, sitting on a Supreme x Artek chair.

We put a lot of effort into the details that the visitor will encounter because ideally they should want to take pictures of them and post them on their Instagram. I think many establishments are now guided by a similar principle. There is such a multi-brand problem: from the outside it may seem that you are not creating anything, because the goods presented in the store are produced by someone else. But a multi-brand product is a store space that includes the interior and corporate identity, photo content, service system, and packaging standards.

Gradually, we realized that the main way to compete with other multi-brands, whose financial capabilities exceed ours, is to create our own unique content. If we try to systematize, we consistently found four ways to generate such content within a multi-brand store: corners, limited editions, collaborations, and our own merchandise.

Corners

An ideal store is a "rectangle" along which the visitor moves inside to the checkout. This is what most stores in shopping malls look like. It's another matter when there are small depressions in the room, separate narrow halls, sharp corners - it is much more difficult to fit them into the general retail space.

We began to make the first corners inside the store in “Soapy Belka”, starting from the peculiarities of this particular room with a “factory past” and a complex shape. After the next expansion of the site, a segment was formed, torn off from the main hall. We immediately decided: since it is not like everything else, then some kind of separate "story" will take place there. As a result, we have already managed to launch installations dedicated to Russian pop music, corners with items of brands friendly to the project, and now we are assembling the seasonal "Warm Zone" space in this place. The logic is that if there is a place in a store that is inconvenient for a visitor, something should attract him there.

Limited editions

After the opening of the Department, we began to work with many Russian and foreign underground brands and quite quickly formulated a new principle: buying a thing should be an adventure. Because just buying an expensive thing is too boring, it does nothing. The age of the “Department” audience is from 12 years old, just at this time a person begins to self-determination, and in order to get to know oneself, one needs to get new experience, one needs to worry.

The streetwear segment is mostly knitted and very easy to manufacture. Anyone can sew and print a batch of T-shirts in just a week. But the question is not how to produce these things, but how to make them in demand and sell them. Ideally, a brand founder should be a good marketer to meet this challenge. Circulation should be limited, even if artificially, - then inaccessible items of the brand will become the most desirable for the audience.

We compile the “Department” brand list only from those brands that know their audience and are capable of deliberately lowering the volume of supply in relation to the existing demand. The first brand that made a limited edition of things not available for free sale for the Department was Marcelo Miracles. For this drop, we issued a corner in the store, made an announcement with the exact date and time of launch, and sold the entire mini-collection in two days. It was a very accurate hit, which later led to the launch of Mannequin for Otdel, Asocial for Otdel and other interesting projects.

This model of cooperation differs from collaboration in that it does not produce new products, but re-releases the brand's iconic and expected models. Nevertheless, joint work is being carried out on branding things and installing a corner, and the store is also fully responsible for financing.

Collaborations

The main goal of the collaboration is the exchange of benefits. If we are talking about a collaboration between a designer and a mass-market brand, then for the former it is a way to make money, and for the latter it is to give their audience an opportunity to join things that they usually cannot afford.

If we are talking about cooperation within the same price segment, the collaboration helps to exchange audiences and is an additional information source for each of the participants. When launching a collaboration with any of the brands, we usually take on the financing of the collection, the responsibility for the promotion and implementation, sometimes we form the concept ourselves and get involved in the design work. In exchange for this, the resulting goods can only be sold by us and cannot be republished without the consent of both parties. This format of work is interesting for all participants: the brand produces a guaranteed liquid consignment of goods, and we get an exclusive product. With each brand, we find some points of intersection of interests: architecture, skateboarding, cinema, love for animals, and we make this a topic for a joint project.

In addition, together you can implement what you did not dare to do within the framework of your own project. So, the e404 brand had the idea to release things with the image of skateboard tricks, but this did not fit into their concept, but we just started to develop this direction in the "Department", so the collaboration was very appropriate and came out under the name "Skateboarding School" ... And my fascination with constructivist buildings in Moscow led to the emergence of a joint collection with the Sputnik 1985 brand: we called it “Post Soviet view” and dedicated it to destroyed buildings.

One of the advantages of collaborations is that they allow filling the assortment during the off-season, when the collections of foreign brands presented in the store are already partially sold out, and new ones have not yet arrived. That is why we launched the last collaboration with the Goldmans brand in August, and now we are actively selling seasonal collections.

We maintain sales statistics, which clearly show that the liquidity of collaborative items is much higher than that of items from our own collections of the same brands. Certainly, big role the active promotion of joint collections in social networks and the creation of separate corners in the store play a significant role, but the exclusivity of things is also of great importance.

Merch

Each project that has a loyal audience at some point launches its own merch. Since these are our own products, the mark-up is made immediately on the cost price, the goods are available for the client and profitable for the store itself. Usually, merchandise is a product, the design of which contains elements of the company's corporate identity, but we chose a different path.

Merch "Department" - these are things that our audience would like to wear, but have not yet been produced by someone else. The first such thing was a T-shirt with the words “Post Soviet Gopnik”. This is a very important, especially abroad, concept that characterizes Russian fashion. And then in Barcelona we met a girl who told us for a long time how she adores Russia and dreams of meeting such a guy, "in pants with three stripes and a tattoo on her face." In general, we understood what she was talking about and decided to devote a series of T-shirts and hoodies to this guy - this is how the second print "Russian Fashion Gopnik" appeared.

Without realizing it, we accidentally produced a double thing. Often, visitors buy a T-shirt with one of these prints for themselves, and take the second as a gift, or two friends come in and decide which of them is which gopnik. And it was originally exactly ironic story rather than nostalgic.

At the moment, our merchandise is a significant part of store turnover, it is always included in the top five best-selling brands at the end of the month, although we did not expect it at all. And we are still trying to keep production levels low so as not to oversaturate the market because, like everything on this list, merchandise is not a profit-making tool, but another way to emphasize the uniqueness of the store. "