Capsule Collections Against Crisis

At the beginning of November, the capsule collection of the Balmain fashion house went on sale in H&M stores. Many, probably, read about it or even witnessed the consumer madness that gripped a huge number of people who want to become the owner of a thing with a famous label. The collection was sold out in a few hours, it was not without fights, speculation and ambulance.  
Whatever the experts say about the crisis, the death of fashion and the economy of money, the story of H&M proves that the minds of Russian consumers, and European ones too, are still ruled by brands and the concept of prestige. The Swedish fashion retailer, as we can see, is using it successfully, what about the shoe manufacturers?
Analyzing the collaboration of shoe brands over the past six months, it can be noted that both domestic and foreign retailers are trying to choose Russian stars depending on the target audience to increase sales using capsule collections in the Russian market.
For example, Adidas Originals recently released the first ever collaboration of a German brand with the Russian conceptual street-style brand Grunge John Orchestra. Explosion (GJO.E) by Moscow designer Igor Isaev. Betsy, a British shoe brand for inexpensive youth shoes, invited singer Nyusha to create a capsule, a new collection of children's sports shoes Crosby is adorned with the MTV logo. The autumn-winter collection of the Econika chain included a limited line of shoes and accessories from the Alena Akhmadullina designer brand. And this is not the whole list of experiments within the assortment policy. The popularity of capsule collections as a tool for promoting and increasing sales lies in the fact that they allow you to save on marketing through cross-promotions, stand out from competitors by offering a unique product and increase sales and consumer loyalty with love-marks among a particular target audience.