Special Editions and Special Wraps: Special Marketing

There are special editions galore at some wrap manufacturers and at others, there are none at all but a very limited quantity of certain wraps in regular production. What gives?

These are two different ways that carrier manufacturers develop a brand awareness and interest. Didymos, for example, is known for its special editions. By having a regular, timed releases, interest in the brand is at a constant high, especially in online communities. Regular checking of the manufacturer and distributor’s website by a large number of people ensures a sizeable (and profitable) number of “finger slip” or impulse purchases.

How can Didymos produce so many wraps in such limited quantities? Many of the threads used in different colourways and styles appear to be the same. There are also a limited number of weaves in production at any given time. Materials are bought in large quantities and the looms are set. Combinations are changed and the wraps are produced at an economically viable cost.

Another strategy is that used by Vatanai. Notice how their homepage is less sophisticated than Didymos? They have a small stable of colourways in production and rarely produce a new wrap (rarely compared to Didymos, anyway!). However, they have discovered their own method of raising brand awareness. The elusive Pamir.

The same online community that adores the special releases straight from Didymos have a similar regard and appreciation for the handwoven wrap produced by Vatanai. Significantly, Vatanai only produces one handwoven wrap and then in very limited quantities. Judging from the prices listed as retail at Lemon Balm Essentials, Vatanai’s main North American distributor, I would hazard a guess that they do not, in fact, even make a profit (or very much of one) on their most popular item. Out of production for a period, Pamir is very popular. Online auctions of the wrap routinely reach the US $1000 mark and beyond, but retail prices start at Canadian $225. What’s in it for Vatanai?

Brand awareness, for one thing. The more we talk about “Mr P.”, the more people head to the website. Even once they realize they can’t get Pamir tomorrow, they’re more inclined to try other Vatanai wraps- perhaps fall in love with another colourway they hadn’t considered before and purchase that one instead (or in the meantime).

So, next time you’re staring at the screen and your finger is slipping over the “checkout” icon, think about why you’re at that particular website at that particular time. And then buy the wrap anyway. It’s gorgeous.

About Steph

Steph is a Mum of three with a passion for babywearing and some excellent skills with knots.
This entry was posted in Babywearing Business, Special Topics, Wraps and tagged , . Bookmark the permalink.

4 Responses to Special Editions and Special Wraps: Special Marketing

  1. Heather says:

    Haha, “finger slip”. Nice enabling Steph!

  2. Kiran says:

    This is brilliant. Good writing and refreshing analysis. Did you link from TBW to this specific article? I’d love to see what they say about it there.

  3. Kiran says:

    You mentioned the talk that goes on in online communities. Any historians around to tell us about the role of special releases before the internet? Didy has been around since the 70s, I wonder if sales have been consistent, or exploded in just the last few years? I know I only heard of Didymos and woven wraps a year ago. 6 years ago with my first pregnancy. I scoured the net as best I could and only learnt of Hugabub and a handful of one shoulder slings. I honestly believed Hugabub people discovered or invented wrapping! How could I have not heard about wovens? I’ll tell you how – TBW wasn’t around yet. It sure has changed things!

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