Page 116 - Ocean Blue World 26th Edition
P. 116
PORTFOLIO
DROP CULTURE
REINVENTS
ONLINE RETAIL
By Kristofer Dayne Penseyres
What is a drop? A drop is a marketing technique that commercializes a limited number of products in a specific location at a specific time which is met by an overwhelming fan base that queues up for hours in the hopes of being lucky enough to own a product.
This culture, born in the streetwear market, took the retail industry by storm in 2018 with brands like SUPREME, Louis Vuitton, Adidas, Yeezy and more, all adopting the trend. With e-commerce sales taking over the retail market space in 2020 the trend continued to build on the strong foundations established in traditional retail. But would this new marketing concept prove to be as effective online as offline? The answer is a resounding yes.
Photos Courtesy Of: Shutterstock, Mac, Unimatic, Adidas, Louis Vuitton, Supreme
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