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Product Drops Are Fashion’s New Can’t-Miss Events

Brands from streetwear to beauty are connecting with young audiences by turning product drops into fun-filled events involving games, quests and competitions.
A customer unboxing a pair of Corteiz x Nike Air Max 95s at an one-day only pop-up in East Harlem.
A customer unboxing a pair of Corteiz x Nike Air Max 95s at an one-day only pop-up in East Harlem. (Jordan Keyser)
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BoF PROFESSIONAL

Last Saturday morning, 1,000 frenzied customers rushed to form a line outside a middle school in East Harlem, some tossing aside rented Citi Bikes with the fare meters still running to get a ticket to enter a classroom that had been taken over by UK streetwear label Corteiz.

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Further Reading

How the Streetwear Customer Is Evolving

Streetwear is by no means dead, but its customers are changing. Today they're embracing a diverse wardrobe that mixes logo T-shirts with heritage brands and traditional menswear or luxury.

Case Study | How Brands Build Genuine Communities

Community is too often reduced to a buzzword, but when cultivated correctly, it can be one of fashion’s most powerful means for engaging customers and building loyalty, particularly in times of economic uncertainty. This case study looks at examples of brands that have successfully created thriving fan communities and their approaches to creating lasting and rewarding relationships with their customers.

The Evolving Art of Brand Collaborations | The Debrief

With consumers becoming savvier, brands must innovate their approach to partnerships to stand out in a crowded market. This week’s Debrief unpacks the state of collaborations, what makes them succeed or fail, and where they’re headed next.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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