A capsule collection? The term “capsule collection” was coined a few years ago in the world of fashion and luxury. It refers to the collaboration between a well-known (or even recognized) designer and a brand or major retailer to create a mass-produced collection.
Until now, this phenomenon has been confined to the world of fashion, but more recently we’ve been seeing the emergence of these capsule collections within Influence Marketing. The creation of capsule collections is proving to be an effective marketing tool for developing your business, creating a community and generating qualified traffic to your website. This still new strategy is slowly developing in collaboration with influencers.
For some influencers, creating a capsule collection or their own brand has become a matter of course. It’s an accomplishment: they create and design a series of products and models for a brand or their own label, and share them through their ambassadorial image. Having worked in the industry for many years, they now want to write their own story.
The creation of a capsule collection
We need to talk about it today, because this new event is an additional metric in the world of influence that will help you develop your reputation and create your community.
To gain visibility and notoriety, or simply to reach new targets, brands are asking influencers to create capsule collections in their own image. For example:
- The Dop! brand has created a limited-edition shower gel collection in partnership with Sananas, one of France’s most-followed beauty youtubers,
- Launched just before summer, MON PETIT BIKINI.com gave the famous blogger Noholita carte blanche to create a collection of “bohemian chic” swimwear in the fashionista’s image. More than a simple marketing strategy, this operation enabled Noholita to express her creativity to the full, and the brand to gain exposure and generate sales among its very large audience.
- And let’s not forget the most popular pair of influencers of the moment YOUMAKEFASHION and LE PETIT FRANCAIS who have teamed up with the MONSiEUR MOUSTACHE brand to create a line of sneakers.
More advantageous long-term partnerships
What we call in our jargon the “One Shot” (ephemeral collaboration) are less and less solicited by the most important influencers. They prefer to work in true harmony with the brand, to better embody it. And capsule collections are perfect for this.
But to set up this type of scheme, it’s important to first understand the audience and style of the influencers you want to collaborate with. Thanks to the expertise of our influencer marketing platform teams, you’ll have access to exhaustive influencer portfolios categorized by niche, audience and style.
Don’t hesitate to ask us for advice on how to enhance your content and prioritize the quality of the profiles you want to work with. It’s in the best interests of your business!
