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Cotopaxi adopts a drop strategy to build buzz ahead of BFCM

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Cotopaxi adopts a drop strategy to build buzz ahead of BFCM

The travel bag and backpack brand is releasing new products every other day, from Nov. 1-11, through a campaign it’s calling “Cotodays.” Items for sale include a Del Día Tasra Shoulder Bag, a Funky Fuego Down Hooded Jacket, a Light Mode Contiguo Encima Fleece Pullover and an instant camera from Fujifilm Instax. Consumers can nab the products, all of which are limited editions, on Cotopaxi’s website and at its 20 U.S. retail stores.

This is the first time Cotopaxi is taking the drop model traditionally used by fashion brands and applying it to the outdoors space. The approach, Cotopaxi CEO Lindsay Shumlas told Modern Retail, is meant to “keep that sustained consumer interest, product discovery and engagement around newness earlier in the month, [versus] this holiday time period where you are competing in the promotional window.”

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