Cotopaxi is introducing a new drop strategy, releasing limited-edition products every other day from November 1-11, as part of its “Cotodays” campaign. The travel bag and backpack brand will offer items such as the Del Día Tasra Shoulder Bag and the Funky Fuego Down Hooded Jacket on its website and in its 20 US retail stores.
According to Lindsay Shumlas, Cotopaxi’s CEO, the approach is meant to sustain consumer interest and engagement around new products earlier in the month, rather than competing in the promotional window during the holiday season.
Drop Strategy Details
The “Cotodays” products will launch on November 1, 3, 5, 7, and 9, with free shipping offered on November 11. Some products will be new, while others will be existing items in new colorways. Many of the products are part of Cotopaxi’s Del Día line, which uses deadstock fabric strips, making each product one-of-a-kind and collectible.
Cotopaxi aims to drive revenue, grow its customer count, and build anticipation for its Black Friday and Cyber Monday sale with the drops. Shumlas noted that the brand wants to engage consumers during the first part of the month with limited inventory before moving into the second half of the month.
Partnership with Fujifilm Instax
Cotopaxi has partnered with Fujifilm Instax to offer a bundle on November 1, including a Del Día Todo 1L Shoulder Bag, an Instax Mini 13 camera, and other accessories. Shumlas said the brand wanted to develop a giftable kit with Instax for the holidays, which ties into Cotopaxi’s authentic brand identity of getting outside and creating memories.
The partnership plays into the rising trend of hands-on activities, such as crocheting, solving crossword puzzles, or collecting vinyl records, as consumers seek screen-free experiences. On Pinterest, searches for analog activities have more than doubled.
Marketing and In-Store Events
Cotopaxi will debut a physical catalog and gift guide alongside its “Cotodays” campaign and tease the drops on social media, email, and SMS. The brand will also hold in-store events and collaborate with micro-influencers on creator content for social media using the Instax camera.
Cotopaxi is focusing on its physical footprint, with plans to double its US store count by 2029. Although less than 20% of the brand’s sales come from stores, Cotopaxi hopes to grow this number. The brand also sells merchandise on its website and through retail partners like REI and Dick’s Sporting Goods.
Cotopaxi’s Shumlas believes that buzzy drops make sense for the brand, as it is “rarely promotional” and tries to balance the holiday time period with a mix of newness and good deals for customers. By striking this balance, Cotopaxi aims to build awareness, hype, and a sense of urgency around its products.
