The newest movie in the Star Wars franchise is now in theaters and fans can’t get enough of the series of popular movies, or the Star Wars’- related products. The products are flying off the shelves as if they were under control of The Force. We are particularly sad to report that Columbia’s exclusive Star Wars-themed Echo Base outerwear collection sold out within minutes after its release! (Cross that one off your Christmas shopping list.)
Columbia released three jackets based on those worn by Luke, Leia, and Han while on the icy planet of Hoth. Luke’s jacket was designed to be “warmer than a tauntaun.” Han’s jacket reminds us to “Never tell me the odds.” And with Leia’s jacket, “May the force be with you.”
The company made only 1,980 coats (Get it? 1980 was the year of The Empire Strikes Back release) and they sold out online almost immediately, with very few left in stores. According to Columbia, the Luke jacket sold out in 5 minutes 22 seconds; the Han parka in 6 minutes 23 seconds; and the Leia jacket in 7 minutes 05 seconds. Not quite hyper-drive speed, but pretty darn fast nonetheless.
Columbia said the jackets were “built to withstand freezing temperatures on Hoth or other galaxies closer to home.” Unfortunately for fans, there are no plans to create more jackets.
Never underestimate the power of The Force, or a limited release.
Group Activities and Discussion Questions:
- Discuss the power of entertainment for marketing products.
- Poll students. What products related to movies or shows can they recall? Have they bought any of these?
- Show Columbia’s Star Wars-themed site: https://www.columbia.com/starwars/
- Discuss why the product sold out so quickly? Who was the target market? What role did exclusivity play in the sales?
- Should Columbia make more of the jackets?
Source: Griner, D. (2017, Dec. 8). Columbia created a line of Empire Strikes Back’ jackets and sold out in minutes. Adweek.
