Brand drops are now a key marketing tactic used in today’s fast-paced world of fashion and consumer goods. The exclusivity of products creates a sense of urgency that increases consumer demand. Typically, brand drops occur when brands release a certain collection that is only available for a limited amount of time with a limited stock of items.
This urgency causes products to sell out in seconds, making customers even more ready with their credit cards for the next drop. These drops generate media attention, drawing in even more customers.
Popular brands that conduct brand drops include Daily Drills, Skims, Kith and Parke. Major designer labels, like Louis Vuitton, as well as local boutiques and shops, also carry out brand drops.
Martha Barre (11) enjoys the rush and thrill of brand drop release days.
“I love how brands such as Daily Drills and Parke do drops periodically. It makes shopping exciting, and it’s so appealing to have items from each collection. They really sell with their marketing, causing buyers to sell out entire collections in minutes,” Barre said.
The brand Parke recently caused a commotion online due to its Valentine’s Day drop on Feb. 4 at 10 a.m. sharp. The brand sells a variety of loungewear but is most known for its varsity mock necks with the name “Parke” on the front. These sweatshirts sold out in every size and color in just under five minutes.
Parke is an example of a company that has thrived from the brand drop marketing tactic. Their steep price of $125 for a sweatshirt doesn’t deter customers but has them ready to buy at every release.
Chelsea Parke Kramer, the owner of Parke, discussed her brand’s customer loyalty in an interview with “Forbes.”
“When customers see that their input directly influences our brand, it deepens their loyalty and encourages repeat purchases. Ultimately, this transparent approach has transformed our followers into a full-on community that supports us and shares in our growth collection after collection,” Kramer said.
However, the excitement of brand drops leaves some shoppers feeling left out. Only a very small number of people successfully purchase their desired items during a brand drop, making it difficult for others who didn’t get what they wanted. Social media influencers create more difficulty for unhappy shoppers due to their promotions of the brand drops, which consumers can no longer purchase.
Perrin Little (12) finds brand drops to be stressful, especially if you’re after something you’ve been wanting for a while.
“For me, the rush and stress can be too much, and it is difficult to get the product when there are thousands of people trying to get it at the exact same time. I know this is the best way for them to release products and the ‘fairest’ way, but if brands know the demand for their products, they should make more rather than selling out in seconds,” Little said.
