The so-called "Drop" formula is that brands sell more limited new products faster than traditional cycles, and those limited edition products are usually sold out soon.
The new "Drop" style originated from a number of Japanese street apparel brands that emerged in 90s, including: BAPE (A Bathing Ape), Neighborhood and Goodenough.
Skateboard culture brand Supreme has successfully applied this approach to the US market: through the introduction of seasonal series and efforts to ensure that the production quantity is less than the demand, a series of new products of this series are sold every week.
Insiders believe that this is a more direct way of sales. Consumers do not know what they can buy, and the new "Drop" style allows brands to focus more on new products, which is equivalent to helping consumers make purchase choices.
After Supreme, Nike (Nike), Adidas (Adidas), Reebok (Reebok) and Converse (CONVERSE) and other sports brands also began to apply the "Drop" style.
Today, Givenchy (Givenchy), Moncler, Balenciaga (Paris family), Fendi (Fendi), Prada (Prada) and other luxury brands have begun to embrace the "Drop" style. Since October last year, Burberry has launched limited edition fashion and other new products on 17 every month.
Now, "Drop" is not only a new way of selling, but also brands and retailers need to provide customers with a more memorable shopping experience. For example, Nike's small program SNKRS App has revolutionized the purchase of "games" by sneakers, rekindled the user buying process and rekindled fans' enthusiasm for buying, thereby establishing a strong cohesive brand community.