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.