Louis Vuitton launched a “pop-up” collaboration with Supreme that represents the ultimate merging of hip-hop culture with high fashion. The Yeezy Boost 350 V2 in “semi-frozen yellow” – priced at $220 – sold out in less than 30 seconds. Kanye West created his Yeezy line for Adidas. Balmain partnered with H&M to produce a collection of blazers, gowns, and jackets that sold out in just minutes. ![]() 2017 was considered “the year of the drop,” with global B2C companies like Adidas, Nike, H&M, and Target all releasing limited-edition celebrity-designed products or collaborations with top fashion designers. Mainstream retail marketing channels have taken notice and adapted their strategy. Supreme's 2017 valuation was over $1B, fueling expansion to Los Angeles, London, Tokyo, and Paris before being acquired by VF Corp in 2020 for $2.1B. Scenesters in search of the hippest new t-shirts, sneakers, and hats - plus quirky accessories like hair clippers and boxing gloves - flock to these weekly events to buy, then spread the news via social media, leading to skyrocketing demand. There are no advance previews of the items it’s all about surprise. ![]() Supreme releases limited-edition runs of 5-15 new products every Thursday at 11 am, using a digital strategy borrowed from Japanese streetwear culture. ![]() Can the drop boost my digital marketing strategy?Ī “drop” is an online marketing strategy that comes from the fashion world, and perfected by New York-based skater brand Supreme. And it encapsulates everything brands today want: "cool kid" street cred, tech savvy, word-of-mouth, exclusive customer experiences, social media buzz (fueled by celebrities), and, most importantly, merchandise flying off the shelves. It’s the hottest trend in digital marketing.
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