To Find Out What Is New In The "Drop" Style, And Why Fashion Brands Love It More And More?

　　 "Drop" means "down" and "fall" in English. Fashion Retailing It has another meaning, "hunger marketing".

Supreme consumers waiting at the door

　　 16 seconds, this is the time from the sale of the German suitcase brand Rimowa and the street brand Supreme joint suitcase from the sale to the sold out. Although this suitcase was released on social media only three days before the sale, it was priced at $1600.

There is not much publicity to release Limited Edition merchandise at a specific retail location, which is now very popular. fashion Brand favorite sales mode "drop".

In the fashion industry, the reason why "drop" is loved is that it can create a sense of urgency and a sense of scarcity for consumers, even though they are not very hard to create. In other words, it is the hunger marketing of fashion brands.

For Supreme, "drop" is already a familiar selling mode. Although this mode first appeared in Japan's street corner cards such as Goodenough, A Bathing Ape in 1990s, but as Supreme adopted a weekly Limited new strategy in New York and became a popular brand that needed consumers to queue up, other players in the fashion industry started to get involved in the "drop" mode.

Rimowa and Supreme joint name Trunk

The latest "drop" model is the British luxury brand Burberry. After the replacement of the design director, the trademark printed on the grid has just released the first series of sales in the "drop" mode the other day. The series is released on Burberry's Instagram and WeChat accounts, and the sale time is limited to 24 hours. According to the previous statement of the brand, the new designer's products break the new restrictions on the season and release them on a monthly new mode, with the aim of motivating consumers through more frequent communication.

Before that, Gucci, Adidas, Nike, Louis Vuitton, Alexander Wang, Opening Ceremony and other brands have also made some attempts on drop.

Why is "drop" popular with consumers? This is a question worth pondering.

Ana Ronchadrop, director of the fashion marketing master's degree program at the London Fashion Institute, has given his analysis: "we live in an" on demand "society, and the brand must be constantly innovating to meet the needs of consumers. In other words, in his view, "drop" was born with the shortened attention span of consumers.

On the other hand, social media is also an important platform to help the "drop" model. "Today's brands are hard to make profits in traditional media reports, so they must stand out in social media." fashion Alison Levy Bring e, chief marketing officer of Launchmetrics, a luxury data analysis firms, said, "the excitement of past consumers will reach a climax during the fashion week, but now" drop "can also recreate the excitement of this brand. According to Launchmetrics's data, Rimowa announced that it posted nearly 4 times the number of Posts posted by Supreme.

In addition, "drop" can help brands create an active consumer community. In short, young people who occasionally get the time limit for the release of brand names will form an "insider" group. They can show their understanding of the brand and even buy products that only a few people can have. This can bring a great sense of superiority.

But this does not mean that all brands can benefit from the "drop" model.

"Only when consumers feel that the goods sold through drop are in line with brand identity and value, then this sales method will work," explains Natascha Radclyffe-Thomas, another director of the fashion marketing course at London Fashion Institute. "But if it is purely for money, it will not necessarily achieve good results."

Especially for Luxury brand Traditional technology and longer production time have become part of their inherent brand image. Although the "drop" model helps them attract more young consumers, it may also alienate some of their old customers. However, some people do not think so.

Joanne Yulan Young, founder of Yulan, a brand consultancy, said Luxury brand In order to attract young customers, we have to turn to this mode. In the long run, it is more like an investment so that the brand can gain more benefits in the future.

Regardless of whether this pattern applies to traditional luxury brands, one thing is for sure: how to keep consumers' excitement as long as consumers and brands are changing faster and faster is a question that brands are thinking about.