What the fashion world can learn from product ‘drops’ in streetwear

After the “see now, buy now” trend of Fashion Week earlier this year, many luxury companies have found themselves in a debate about the merits of selling immediately versus maintaining a level of exclusivity. Jian Deleon at the Business of Fashion discusses the merits of the more continuous ‘drop’ cycle used by streetwear brands such as Supreme, moving at a faster clip than the traditional cycle and designed to drive consumer excitement.

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