Retail / news
Cotopaxi stages every-other-day product drops through Nov. 11 with 'Cotodays'
Cotopaxi is rolling out limited-edition releases every other day from Nov. 1 to 11 under a campaign called "Cotodays," aiming to build awareness before the Black Friday and Cyber Monday crush.
The travel bag and backpack maker is spacing launches on Nov. 1, 3, 5, 7 and 9, with free shipping offered on Nov. 11 to close out the run. All items are limited editions and will be sold on Cotopaxi's website and across its 20 U.S. retail stores.
The assortment mixes entirely new products with existing styles in fresh colorways. Among the pieces slated for release are a Del Día Tasra Shoulder Bag, a Funky Fuego Down Hooded Jacket, a Light Mode Contiguo Encima Fleece Pullover and a Fujifilm Instax instant camera.
Several items, including a Viaje 9L Shoulder Bag and an Allpa 50L Adventure Travel Pack, come from Cotopaxi's Del Día line, which is built from deadstock fabric strips. Each piece is one of a kind, and the brand treats them as collectibles.
CEO Lindsay Shumlas said the goal is to hold sustained consumer interest and product discovery around newness earlier in the month, rather than fighting for attention inside the crowded holiday promotional window. According to the company, this marks the first time the drop model long used by fashion labels has been applied to the outdoor space.
The campaign puts Cotopaxi's calendar ahead of the traditional Black Friday and Cyber Monday period, when retailers typically concentrate discounts and marketing spend.