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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Like it or not, drops have taken fashion by storm. From its lesser-known roots in the backstreets of Tokyo s Ura-Harajuku district to overnight queues outside Supreme s London outpost, drop culture has become a way for luxury brands to turbocharge the perceived scarcity   and desirability   of their products to a millennial audience. The likes of Moncler, Louis Vuitton, Celine, Balenciaga, Fendi, Rimowa and Burberry have all dropped limited edition off-season collections and used their social media mouthpieces to fan the flames of hype. Dad sneakers, accessories in exclusive colourways and need-to-know artistic collaborations are just a few of the items that hypebeasts and luxury shoppers are setting their alarms for, lest they miss out.

For some players, the release model pays off   albeit not always immediately   and a well-executed drop can have longer-term benefits beyond a single purchase. But brands need to approach the drop model with caution as there s much more to it than producing smaller quantities of a product and posting an elusive Instagram post. Having an engaged social media following and reliable distribution channels are musts. Meanwhile, product categories requiring try-ons and deliberation, say denim or jewellery, might be trickier to sell via drops. For brands that do suit the drops model, swipe across to see how to get started and read the full story at businessoffashion.com [Link in bio]  : @pppiccioli for @moncler
Like it or not, drops have taken fashion by storm. From its lesser-known roots in the backstreets of Tokyo s Ura-Harajuku district to overnight queues outside Supreme s London outpost, drop culture has become a way for luxury brands to turbocharge the perceived scarcity and desirability of their products to a millennial audience. The likes of Moncler, Louis Vuitton, Celine, Balenciaga, Fendi, Rimowa and Burberry have all dropped limited edition off-season collections and used their social media mouthpieces to fan the flames of hype. Dad sneakers, accessories in exclusive colourways and need-to-know artistic collaborations are just a few of the items that hypebeasts and luxury shoppers are setting their alarms for, lest they miss out. For some players, the release model pays off albeit not always immediately and a well-executed drop can have longer-term benefits beyond a single purchase. But brands need to approach the drop model with caution as there s much more to it than producing smaller quantities of a product and posting an elusive Instagram post. Having an engaged social media following and reliable distribution channels are musts. Meanwhile, product categories requiring try-ons and deliberation, say denim or jewellery, might be trickier to sell via drops. For brands that do suit the drops model, swipe across to see how to get started and read the full story at businessoffashion.com [Link in bio] : @pppiccioli for @moncler

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