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Streetwear brands have known for years that releasing limited-edition products through a time-restricted ‘drop’ is an excellent way to create a sense of urgency and excitement among fans. Now, this method of product launch has started to enter the mainstream, including the fashion world and beyond, and brands are increasingly favoring frequent drops instead of twice-yearly collections.
Not only do drops generate excitement around exclusivity, but they also serve as a mechanism to establish a direct relationship with their consumers and ensure that a brand stays top of mind through a regular model of engagement, ultimately building loyalty and rewarding fans with access to exclusive products.
Join Liam Casey, Founder & CEO of PCH International, and Scott Lachut, President of Research & Strategy, PSFK, as they discuss how brands and retailers in any category can create hype and drive sales by successfully planning, executing, & leveraging a product drop.
Scott Lachut is Partner/President of Research and Strategy at PSFK. For 10+ years, Scott has delivered insights to world-class brands. He studies emerging cultural signals to create frameworks for understanding change and its impacts, allowing him to paint a picture of the future, identify new opportunities and develop strategies for how to leverage them.
The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.