Sold out in 5 minutes 22 seconds!

Columbia’s new Echo Base Collection, inspired by the Star Wars film, The Empire Strikes Back, sold out almost immediately after debut.

A limited-edition product “inspired by the actual garments” worn by the cast of Star Wars: The Empire Strikes Back sold out within minutes of launch.

Outdoor apparel and product maker, Columbia, came up with the idea of three jackets – Luke Skywalker Echo Base Jacket, Han Solo Echo Base Jacket and the Leia Organa Echo Base Jacket – to keep one ‘warmer than a Tauntaun’.

The jackets (1,980 copies of each of the three editions) sold out in minutes literally. 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 5 seconds. And there are no plans to create more of these jackets.

Columbia credits the success of this collection to a combination of movie nostalgia and quality construction. The three jackets were based on those worn on the icy planet of Hoth by protagonists Luke, Leia and Han. Tauntauns are a species of snow lizard found roaming the windswept snow plains of Hoth.

Source : http://www.adweek.com/brand-marketing/columbia-created-a-line-of-empire-strikes-back-jackets-and-sold-out-in-minutes/