Do you ever feel like retro marketing is an energy field created by all living things? One that surrounds us, penetrates us and binds the galaxy together?
Well, here’s a good reminder why: Columbia’s new Echo Base Collection, inspired by the Star Wars film The Empire Strikes Back, made its debut today—and sold out almost immediately.
Designed to “keep you warmer than a tauntaun,” the three jackets were based on those worn on the icy planet of Hoth by protagonists Luke, Leia and Han. Only 1,980 copies of each coat were made (the limited count referenced Empire’s 1980 debut), and they sold out online almost instantly, with the few in-store sets likely not far behind.
Just how quickly were they gone? A lot faster than 12 parsecs. Columbia tells Adweek that 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 5 seconds.
At some Columbia stores offering the officially licensed jackets, customers were spotted camping out Thursday night in anticipation of the debut, which included in-store events featuring Star Wars characters and a chance to win a Han jacket signed by Harrison Ford.
There are no plans to create more of the jackets, the company says.
The brand chalks up the collection’s success to combination of movie nostalgia and quality construction.