The terms special edition, limited edition, and variants such as deluxe edition, collector's edition or expanded edition, are used as a marketing incentive for various kinds of products, originally published products related to the arts, such as books, prints, video games or recorded music and films, but now including cars, fine wine, and whisky, among other products.
A limited edition is restricted in the number of copies produced, although in fact the number may be very low or very high. A special edition implies there is extra material of some kind included. The term is frequently used on DVD film releases, often when the so-called special edition is actually the only version released.
Why are they deployed?
1. Exclusivity rewards
to loyal consumers
2. Greater packaging design impact – Triggers impulse purchases
3. Feel Good Association
4. Gain valuable social media and word-of-mouth buzz
to drive anticipation for the actual launch
5. Minimize risk of a full roll-out by testing the interest
in a product extension
6. Garner positive word of mouth publicity
 |
| Hollywood Table (Limited Edition) by Peter Shire for Memphis |
7. Expand Consumer base
8. Generate excitement and buzz
9. Greater perceived value for existing core products
10. Launch Events
11. Increased sales and profitability
12. Market testing
 |
| The Louis Vuitton Stephen Sprouse Roses Neverfull Limited Edition Shoulder Bag |
13. Enhanced Consumer Connect
14. Reaffirms Brand Choice and reasons for
purchase
15. Enhanced Share of Mind and Brand Recall
16. Brand Rejuvenation
17. Reinforces Brand Identity
 |
| Someday. Joy Baccarat Pure Parfum, Limited Edition by Jean Patou at Neiman Marcus |
Inferences based on Case Studies on Axe/Lynx, Adidas, MAC, Beefeater, Dom Perignon, Diet
Coke, Kitkat, Pernod Ricard, Memphis, Louis Vuitton and Baccarat.
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