The Aldo x Barbie™ collection was one of the most successful and creative collaborations to come out during the film. People went into a frenzy online when the accessories brand dropped trailers teasing some of the bags and shoes. All over Instagram and TikTok were comments of excitement with fans setting their alarms for the drop. When I first saw some of the pieces I thought to myself “This collection truly embodies that “Barbiecore” aesthetic and styles will be gone quickly”. So I planned accordingly for sales and headed into the stores to see everything in person.
The Collection Sold Out Multiple Times
Aldo dropped the collection online and in minutes styles were sold out. I don’t think I or Aldo were ready for just how much demand there was from Barbie™ fans and Aldo Crew members. Aldo’s TikTok and Instagram were full of comments asking for a restock and people saying their orders were canceled. Once I saw this online, I immediately went the wholesale route and checked Macy’s and DSW to see what was available. I had the opportunity to try on the Aldo x Barbie™ kitten heels at Macy’s and fell in love with the look.
The Aldo x Barbie Collab Had Several Restocks
Aldo had to restock this collection several times after it sold out the first time. When I spoke with sales associates from the stores many of them had items sell out fast with customers calling in about more inventory. Plus, many of the workers had to wait for customers to buy from the collection first before they could purchase. So many people from the workers to the fans to fashion lovers were all buying from this collaboration. You had to move quickly with buying from this collection because several items weren’t being brought back.
The Great Sales and The Re-Sellers
When collections sell out like this sometimes you have to get creative on where you get them from. To ensure that you get all the items you want at the best price shop at a few stores. I use this strategy all the time as a savvy shopper. For example, I purchased both my baby pink and Fuschia pink kitten heels from Macy’s on Last Act for $47.93. Those were the last pairs left in my size and you can’t beat a 60% savings on shoes.
The first bag I purchased from the collection was the Barbie™ charm bag. I combined several Black Friday coupons along with member money I had with DSW. I bought my bag for close to $35 when it was originally retailing for $75. Then I purchased my Barbie platform heels and Y2K bag around Christmas time. Aldo had just done another restock and was double discounting on the collection for a limited time. I purchased my platforms for $78 and my bag for $38. The heels retailed for $140 and the bag $75, which goes to show you can be fashionable on a budget.
Aldo and their partners (Macy’s, Dillards, and DSW) had great sales on several items, making them more affordable and driving up the demand as well. If you had the chance to get your hands on a few of the bags and shoes keep and cherish them. Many re-sellers bought several items from the collection like the popular charm bag and sold them for double the price. This also contributed to why the inventory was so hard to keep on hand online and in stores. I do think Aldo was very smart to do several re-stocks to continue to capitalize on the demand and give more of us a chance to buy from the collection.
Why Was This So Successful?
Mattel partnered with over 150 brands and pumped more than 150 million dollars in marketing for the movie. So what made this partnership so different? I believe this collaboration was so successful because of the cohesiveness and uniqueness of the collection. From a design standpoint, the Aldo team crafted bags and shoes that creatively embodied the Barbie™ spirit. From the use of charms to incorporating glitter soles to the different shades of pink this all feels like something Barbie™ would wear.
Powerful Marketing & Unique Products
The marketing and photography were also executed well. The photos were bright, sparkly, and airy emphasizing the products in a fun, playful way. Along with influencer marketing, many people took to TikTok to showcase and do several unboxings from the collection. The hashtag #BarbiexAldo brought in millions of online views and many people re-shared content. This helped to entice consumers to purchase several items from the collection and build up to the culmination of this Barbie™ buzz. Overall, this successful partnership demonstrates what happens when unique products and thoughtful marketing collide to propel a brand like Aldo forward.
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