The concept shows how luxury car clearance tactics to remain applicable/creditworthy for young consumers; Closed counters of the ideal skateboarding logo and pole position in a massive solutions industry (the U. S. market is worth $41 billion as of 2022) makes it long, long and elegant seasonless and that it has many strategic variations, adding a more sophisticated stealth wealth angle more appropriate for a larger audience.
That sense of consistency, including a regular digital dial-in, is also evident in the just-launched U.S. TV-meets-e-comm concept, NTWRK. Created by American entrepreneur Aaron Levant, a man who knows a thing or two about drop culture (he also engineered street culture convention ComplexCon and streetwear trade show-turned-public festival, Agenda) it’s an app that sells via 15-minute broadcasts three times a week and a weekly hourlong episode. The products are all exclusive and limited edition, generally collaborations between pop culture aficionados match-made by Levant, such as the inaugural Beats by Dre headphones created by American record producer DJ Khaled and LA-based graffiti artist RETNA.
Levant thinks that these drops are not just to identify a normal link with logo enthusiasts (“there will be repetitive rates, so that other people know when to connect, that is, Mondays will be in the game, Wednesday) however, also the Key to rationalize a world of brand messages already chaotic: “There is too much call to consumers in terms of marketing, etc.
There is also the expanding price of drops that want to earn not only. This is something intrinsically connected to the school of thought that suggests that in an era in which luxury products are absent from being too simple to download (keep in mind that the popularity of the resale has generated a complete spin-off industry where Bot corporations are hired to ensure maximum coveted elements) maximum productive things require hard surveillance and graft.
There’s also a slower, arguably more sophisticated version of the drop experience to chew on. See British-born menswear brand SØRENSEN, a label founded by New Zealander Wayne Sørensen who, adding a neat arc to the story, was formerly a product developer at Burberry. Offering a stealthier, sophisticated and ironically old-school slant on the phenomenon, SØRENSEN also largely rejects seasons in favor of product “issues” – a release structure conceptually reminiscent of fanzines. Unlike the other concepts there’s no instant pressure to purchase; it’s a long-lead interpretation of drop culture designed to entice those more seduced by the long haul. Think personal collectors and connoisseurs rather than the fast-turnaround of resales or flipping , as it’s known in the business.
“Our interpretation of the fall in expeditions comes from our quieter technique to novelty: stations disorders. Since its launch two years ago, our first consumers have connected to our archetypes of brand paintings [these are specific to the dancer, the engineer, the reasons and the painter that reports the idea of both pieces. They appreciate that they can return to the same silhouettes both one and six or twelve months, but through new disorders, ”explains Sørensen. “Now, with our first retail store in Los Angeles, we also have the platform to carry out smaller groceries for our local consumers, well micro-translates, so we eliminate novelty with much more regularity, but depending on The same feeling of creating a trie file.
Katie Baron is a London-based writer and futures director who covers brand strategy, innovation & trends. Mining the intersections of consumer behaviour, creative commercial enterprise, and emerging tech, she’s been reporting for Forbes since 2018, outlining “predictions for a permacrisis (big ideas for 2023),” charting the ascendency of “HOKA ONE ONE: the anatomy of sports fastest growing sneaker star,” exploring “Can the Metaverse Support Mental Health” and “Prepping for Pride & Beyond: Engaging a Booming LGBTQ+ Landscape.” Currently a content director at global trends intelligence agency Stylus she’s spoken at events including, Milan Design Week, Unbound, Decoded Futures, and CogX and has authored two books, Stylists: New Fashion Visionaries and Fashion & Music: Fashion Creatives Shaping Pop Culture. Follow Baron for coverage of the big brand ideas and industry-shaping thought leaders breaking new ground in sectors as diverse as sports, style, and sex.