Why do Companies do Limited Editions?

It seems a lot more common now for companies to bring out ‘limited edition’ items to keep their loyal customers interested, and also to draw in more customers to their brand. Many companies do this over a wide range of spectrums. Quite often it is to promote a new product or give their previous products a bit of a boost. They could be flagging in sales, or it could be that they need something that will reintroduce them into the market in a new way.

Ben and Jerry’s Ice Cream are forever bringing out new ‘limited edition’ products for their customers. For the much anticipated release of Anchorman 2, Ben and Jerry’s released “Scotchy Scotch Scotch” flavoured ice cream. Anchorman lovers will know that this is named after Ron Burgundy’s favourite alcoholic drink (although the ice cream won’t contain any!). Ben and Jerry’s have tonnes of limited edition flavours to choose from, you just need to keep an eye out for them!

Ben and Jerry’s aren’t the only ones who like to entice customers with limited edition products. Volkswagen has unveiled the world’s most fuel-efficient car, the Volkswagen XL1. Only 250 of these cars have been made, although, they are all left-hand drive. One innovation that this car has is that it does not have any wing mirrors, instead, tiny cameras are used which transmit images into the interior of the car, adding to its streamlined appearance.

2014 celebrates 45 years since the first moon landing and to celebrate General Electric, Android Homme and JackThreads have all teamed up to create The Missions, a pair of trainers which commemorate the moon landing. The trainers are inspired by the crew’s moon boots at the time of the moon landing and only 100 pairs are available. The trainers will be sold for $196.90 USD to signify 1969.

Many limited edition products are known to be hot commodities with certain sectors of society and by releasing these limited products, many retailers will see a surge in their profits. However, many people do remain a sceptic and even suggest that some limited edition products can damage a company’s brand. Limited edition items can be good, however, at gauging public response to new products.