Textile and Apparel Industries

Transformative Potentials of Drop Marketing and Drop Retail Strategies in the Fashion Industry

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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.

Keywords: drop marketing, Gen Z, luxury industry, drop retail, Drop Marketing

How to Cite:

Huang, O. & Kim, J., (2020) “Transformative Potentials of Drop Marketing and Drop Retail Strategies in the Fashion Industry”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11791