Abstract
Drop marketing has been adopted by various industries such as the foodservice, social commerce, and the fashion industries. In the case of the fashion industry, drop marketing has been manifested as a powerful marketing tool for fashion luxury brands such as Supreme and Burberry. Drop marketing strategies utilize the unannounced release of the limited-edition product in limited quantities bat specific locations. By reviewing the recent cases of the drop marketing strategies used in those industries, we aim to alert the academic regarding such strategies' transformative promotional impacts on brand image, brand loyalty, and consumer behavior. Besides, we unveil those strategies' possibilities to influence the catalytic changes in the supply chain as well as customer relationship management.
Highlights
Despite the popularity of the drop retail strategy in the fashion industry, there is seemingly no academic research on the understanding of this strategy in the context of fashion consumption
Drop marketing has been applied to various industries such as the foodservice industry, the social commerce industry, and the fashion industry
Drop marketing in the fashion industry manifested as a powerful marketing tool for street fashion brands worldwide
Summary
Despite the popularity of the drop retail strategy in the fashion industry, there is seemingly no academic research on the understanding of this strategy in the context of fashion consumption. Transformative Potentials of Drop Marketing and Drop Retail Strategies in the Fashion Industry Drop retail refers to a limited-edition product.
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