The capsule collection concept is widely associated with the fashion and luxury industry. It involves a renowned brand or established designer partnering with a mass-market retailer to create a limited-edition, short-lived series of exclusive items, offered at affordable prices in partner stores. This practice gained significant traction in 2004 with the iconic collaboration between Karl Lagerfeld and H&M.<\/p>\n\n\n\n
For the retailer, beyond the financial benefits and increased foot traffic, launching a capsule collection represents a powerful way to enhance its brand image. For the partner luxury brand, this strategy allows it to increase revenue and reach new customer segments, although it carries inherent risks.<\/p>\n\n\n\n
The term “capsule collection” stems from the fact that, initially, this series is designed by an entity other than that of its original creator. Sometimes, it involves a collaboration between two luxury brands, as illustrated by the “Giorgio Armani for Bugatti Collection.” However, this concept also manifests itself differently in the field of influencer marketing, with distinct approaches.<\/p>\n\n\n\n
A concrete example is a capsule collection of 700 numbered pieces launched in late 2019, the result of a collaboration between a luxury brand and a sneaker manufacturer. This collection is distinguished by its higher prices, offering an alternative perspective to the traditional capsule collection model.<\/p>\n","protected":false},"template":"","categories-glossary":[308],"class_list":["post-159881","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/159881","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=159881"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=159881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}