drop culture

[drop kuhl-cher]

What does drop culture mean?

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AĀ drop is a limited release of merchandise, often as a marketing technique by streetwear fashion brands.Ā Drop culture is the thinking, behavior, and community surrounding it.

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Examples of drop culture

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Examples of drop culture
yooo my class mate mentioned "drop culture" in context of supreme distribution plan and remember this article bout how drop culture is literally changing fashion seasons its fucking insane
@hapaprincess, December 2017
Thedrop@barneysĀ marks an interesting shift in retail, where department stores are increasingly tapping into the hysteria or ā€˜hypeā€™ generated by product drop culture, and begs the question: does product drop culture have the potential to pull struggling retail stores back from the brink?
Josh Walker,Ā LS:N Global, March 2017
WWD

Where does drop culture come from?

Grailed

Remember the long lines outside stores when, say, a new phone is being released? Transplant them in front of a high-end fashion boutique and you’ve gotĀ drop culture.

TheĀ drop marketingĀ model first appeared in the 1980s, created by sneaker brands like Nike and Adidas to get sneaker-heads hyped about a release. The premise? On a certain day at a certain time, limited-edition merchandise wasĀ dropped (“released”)Ā in a brick-and-mortar store. Once it sold out, it was gone for good.

Drop culture grew around the thrill of theĀ drop. The lines, the frantic shopping, the anticipation of future drops, the reselling of out-of-stock goodsā€” theseĀ all make up the culture.

In the 2010s, streetwear brands like Supreme and BAPE revitalized the concept of theĀ drop.Ā Drop culture was a popular media topic, with publications likeĀ The New York Times andĀ Fashionista notablyĀ discussing it in 2016ā€“17, not to mention among retail analysts and fashion enthusiasts.

Who uses drop culture?

Drop culture is most frequently applied to brands that utilizeĀ drops to distribute their goods. These companies also tend to have a loyal, passionate consumer base surrounding them, such asĀ Supreme, Nike, Yeezy, and designer brands like Gucci.

Every major publication in the fashion world seems to have written an article about howĀ drop culture is changing the retail dynamic. Examples areĀ Hypebeast, Forbes, Highsnobiety,Ā andĀ Grailed.

Consumers talk about it, too. Twitter and Reddit are conversation hubs for all thingsĀ drop culture. Complaints usually concern missingĀ drops, being unable to cop merchandise, and high resale prices.

There’s even a 2018 book by Byron Hawes, aptly calledĀ Drop, which photographedĀ drop culture‘sĀ lines and hauls.

Bryon Hawes / Hypebeast

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