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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