Valentine’s Day is the celebration of love, but it is also the perfect example of how something intangible can be easily transformed into an excellent marketing opportunity, and extremely profitable too. If we add to all this also the “limited edition factor”, everything becomes even more hard-hitting.
In Japan, for example, the 14th of February is like a national holiday, with all its rituals, but why having just one day of crazy business when you can have two? Indeed, in 1978, the National Confectionery Industry Association created the White Day (which falls on March 14) as an “answer day” to Valentine’s Day, in which those who received chocolate on February 14 respond with a gift, whether it’s candy, plush or jewelry, it does not matter, the only rule is that it has to be white. A perfect example of what good a marketing strategy can be.
Here things are not so different and the special love capsules, limited edition or dedicated communication campaigns seem to have become a must do.
Our special way to wish all the Brand Jam believers a happy Valentine’s Day is a roundup of the most interesting collaborations released for the occasion, dedicated to lovers and not.
Let’s start with Alessandro Enriquez together with Oxfam and Biffi Boutiques, for a limited edition capsule collection of T-shirts with Felix The Cat that, will be sold today at Banner and in the boutique online shop.
Twinset Milano has released, for the second edition of the Style for Two project, two new unisex sweaters in wool and cashmere inspired by the famous English “love hearts” sweets. Two models with the jacquard lettering “Kiss Me” and “Be Mine”.
Always inspired by the famous heart-shaped candies, Kim Kardashian West new “Kimoji Hearts” fragrances, sold out the day after the launch.
Happy Socks collaborates with the Keith Haring Foundation on a colourful and fashion-forward socks and underwear range for Valentine’s Day, presented in collectable designer boxes.
Princess Tam-Tam joined forces with Frida Kahlo Corporation. The chain of underwear has in fact used the words and expression of love of the artist for Diego Rivera for its communication campaign, with store front displays in 133 shops and online on the Princesse Tam-Tam web shop home page.
Rihanna launched a Valentine’s Day-themed socks collection called ‘#COLDHEARTED’ with the fashion company Stance.
Always speaking of underwear, which is always a good choice for a Valentine’s gift, we find the French chain Undiz, which proposes 3 capsules: a sexy one with Playboy, a romantic one with Dirty Dancing and Smiley, for those with a more playful and fun attitude.
One of the most interesting limited edition collaborations, however, is the one realized by IKEA with stylist, costume designer, and fashion activist Bea Åkerlund. Her pieces are infused with goth glam for all the anti-Valentine-rs out there.
A special mention goes to two fast food giants. The first is KFC’s, which latest marketing ploy has come in the form of scratch-and-sniff Valentine’s Day cards that smell like fried chicken, that will be given to all chicken lovers who will enjoy a $10 menu for two.
The second is McDonald’s. To celebrate Valentine’s Day, the chain has launched a contest on Twitter to reward its most loyal fan with a $12,500 Big Mac shaped gold ring named Bling Mac and created by New York-based jewelry designer Nadine Ghosn.
This and much more in our mini gallery with some of the most interesting the capsules, or rather, marketing gimmick, to celebrate … love 