Does Your Limited Edition Really Add Value?

你的限量版產品創造出附加價值了嗎?

原文網址: Link

摘要：限量版產品是業界時常使用的活動形式，不但刺激購買也可以創造話題。但是要如何設計出真正具有附加價值的限量版產品，文中提供了包括適配性、設計感、創意度等三項指標做為參考依據。

對品牌來說推出限量版產品似乎是當代頗為流行的活動，做得成功則可以創造出「搶購」的效果，並且提升品牌形象和其影響力。

然而，下圖的San Peligrino礦泉水案例中，其和Missoni(時尚服飾品牌)合作的附加價值似乎有限。我們幾乎看不清Missoni的牌子，而其眾所周知的「之」字形圖案在底圖上也顯得很低調。

以下提供了操作限量版產品實務時的一些建議:

1. 品牌間是天作之合
任何的品牌合作都應該要互相適合。上述案例中San Pelligrino(義大利礦泉水)和Missoni看來相當適合，因為Missoni是具有時尚、創意、優雅和義大利血統的品牌。
2. 設計要大膽

如果想做限量版產品，你必須放手一搏。理想中，設計理念應該是3D而非平面的，當然這也花費更多成本，但這些成本可以藉由向消費者收取溢價的方式來回收。Evian by Paul Smith限量版就做得很好，不只是Paul Smith的視覺風格很明顯，在瓶蓋上也有PS的識別字樣，此外瓶子的外型也看起來很獨特。
3. 最好的是: 產品創新

最佳的做法是跳脫圖像設計，直接推出獨一無二的產品，在限量期間販售。H&M和設計師Karl Lagerfeld的合作創造成功，現在則是和Lanvin合作。Covent Garden則是在食品類中一個較小規模的例子，其將限量版與季節結合，像是支持Salvation Army(救世軍)的冬季湯。

總結，限量版產品一定要夠大膽，才能突出、吸引目光，並為品牌創造出話題，進而提升品牌形象。否則，該限量版產品的影響力將會真的很「限量」。 

Limited Editions seem to be a popular ploy for brands today. Done well, they can create "urgency to buy", increase impact and enhance brand image.

However, this one from mineral water brand San Peligrino, in partnership with Missoni, seems to have limited added value. You can't really see the Missoni branding much. The branding is small, and the visual, Missoni-esque zig-zags are low key.

Here are some suggestions to make a limited edition work for you

1. A marriage made in heaven
There should of course be a good brand fit from any partnership. In this case the match actually seems pretty good for San Pelligrino. Missoni is fashionable, creative, elegant and Italian. 

2. Be bold in design
If you're going to do a limited edition, you might as well go for it. Ideally, this should be in 3-dimensional terms, not just graphic based. This will cost more. But this cost could possibly be re-couped by charging a small premium price. The "Evian by Paul Smith" limited edition gets this right. The Paul Smith visual style is much clearer, and there's even a PS signature on the bottle top. The bottle shape also looks distinctive.

3. Best off all: product innovation
Best of all is to go beyond mere graphics and actually have a unique product, avaialable for a limited period. This has worked well for H&M, with designs by Karl Lagerfeld, and now Lanvin. On a more modest scale in foods, Covent Garden uses limited editions to tie into seasons - such as the current winter soup, supporting the Salvation Army.

In conclusion, a limited edition should be bold enough to both stand out and grab attention, creating buzz for your brand, and enhance the brand's image. Otherwise, the impact of your limited edition will be, well, limited ;-)