{"id":3727,"date":"2019-03-13T12:54:00","date_gmt":"2019-03-13T07:24:00","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3727"},"modified":"2024-04-30T10:08:33","modified_gmt":"2024-04-30T04:38:33","slug":"product-hypes-and-drops","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/","title":{"rendered":"Product Hypes and Drops: New Ways To Announce Products And Collections In Fashion Retail"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f7ce6e81b5e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f7ce6e81b5e\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/#product-drops\" title=\"Product Drops\">Product Drops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/#fashion-films\" title=\"Fashion Films\">Fashion Films<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/#new-age-pop-ups\" title=\"New-Age Pop-Ups\">New-Age Pop-Ups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/#using-instagram-features\" title=\"Using Instagram Features\">Using Instagram Features<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/#virtual-marathons\" title=\"Virtual Marathons\">Virtual Marathons<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/product-hypes-and-drops\/#diversity-on-the-ramp\" title=\"Diversity On The Ramp\">Diversity On The Ramp<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">The fashion industry is a crowded, volatile space. With customer desires and technology both evolving at a pace that is hard to keep up with, fashion labels are in the constant race to win consumers over and be the first ones to do it. For this, they need to keep coming up with new, innovative strategies if they\u2019re looking to make a mark \u2013 especially when it comes to product launches.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is no denying that launching a product or collection takes a lot of effort. While several factors determine the success of a product launch, an immediate indicator is how quickly the product sells out. Naturally, in the case of fashion brands, the more unique the strategy, the more likely it is to draw shoppers, leading to &nbsp;better sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few innovative product launch strategies that fashion brands are seeing phenomenal success with.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"product-drops\"><\/span><b>Product Drops<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With shoppers today seeking instant gratification and perpetual novelty, it\u2019s no surprise that this launch model rose to popularity among fashion brands swiftly. Centered around consumers\u2019 shortened attention spans, product drops work to create a sense of urgency and the illusion of scarcity among shoppers by releasing a limited-edition product or collection in small quantities without much buzz around it before the launch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s almost impossible to talk about product drops without mentioning streetwear label Supreme, the king of this retail strategy. Unlike traditional fashion labels, which go the way of releasing seasonal collections in one go a few times a year, Supreme\u2019s unique selling point lies in how it drops a few new items for sale every week. And what bodes well for the brand is how it doesn\u2019t announce which of its products are going to be dropped. So, there\u2019s a sense of excitement and urgency around the launches with most products selling out in less than a minute.<\/span><\/p>\n<figure id=\"attachment_3728\" aria-describedby=\"caption-attachment-3728\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3728 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/29739467_2120190691590105_499194995023020032_n.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/29739467_2120190691590105_499194995023020032_n.jpg 750w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/29739467_2120190691590105_499194995023020032_n-300x200.jpg 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3728\" class=\"wp-caption-text\">Source: Rimowa<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This would explain how German luggage manufacturer Rimowa suitcase collection released in collaboration with Supreme sold out in all of 16 seconds although it was priced at a staggering USD 1600! All both brands did was inform shoppers of the collaboration and post a picture of the product on social media with its release date only 3 days in advance. Supreme\u2019s current valuation at <\/span><a href=\"https:\/\/www.gq.com\/story\/supreme-billion-dollar-valuation\"><span style=\"font-weight: 400;\">USD 1 billion<\/span><\/a><span style=\"font-weight: 400;\"> while selling $40 graphic T-shirts certainly isn\u2019t surprising anymore.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other fashion brands like Gucci, Louis Vuitton, Burberry, Adidas, and Nike have been fast to adopt this launch model and see success with it too.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"fashion-films\"><\/span><b>Fashion Films<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Fashion brands have, for the longest time, been producing short films every year to tell their story artistically. So, it\u2019s safe to say that they are certainly not a novelty in the industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, recent times have seen fashion labels collaborating with cinematic directors to create short films that weave stories around their latest collections rather than the brands as a whole. Add to this the fact that as many as <\/span><span style=\"font-weight: 400;\"> in the United States alone watch original digital videos every month and fashion brands that take to short films to announce new products are sure to see success.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"ERDEM x H&amp;M: The Secret Life of Flowers by Baz Luhrmann\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/PEANC3ipyws?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Take H&amp;M\u2019s collection released in collaboration with designer Erdem Moralioglu for instance. The Swedish fast-fashion brand took on Baz Luhrmann, renowned director of movies like Moulin Rouge! and The Great Gatsby, to bring the much spoken of Erdem x H&amp;M collection to life with his short fashion film <\/span><a href=\"https:\/\/www.thedrum.com\/creative-works\/project\/bazmark-inq-hm-the-secret-life-flowers\"><span style=\"font-weight: 400;\">The Secret Life of Flowers.<\/span><\/a><span style=\"font-weight: 400;\"> A love story set in a mysterious countryside mansion where it\u2019s always spring, the film brings Erdem\u2019s signature floral prints to mind through the flowers that fill the house. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unsurprisingly, the film worked extremely well to boost sales of the collection. Consumers couldn\u2019t wait to get their hands on the affordable, English-countryside-inspired outfits and went into a frenzy, causing the site to crash at 9 AM and queueing for hours outside shops the world over.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"new-age-pop-ups\"><\/span><b>New-Age Pop-Ups<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Fashion brands aren\u2019t oblivious to the fact that today\u2019s shoppers are an impatient lot on the constant lookout for simple but unique ways to shop. So, more of them are swiftly moving toward the latest technology to provide shoppers with a hassle-free omnichannel experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A brilliant example of this is LEGO\u2019s most recent pop-up store opened in London in collaboration with Snapchat. The <\/span><a href=\"https:\/\/www.pymnts.com\/news\/retail\/2019\/lego-snapchat-virtual-popup-augmented-reality\/\"><span style=\"font-weight: 400;\">augmented reality boutique<\/span><\/a><span style=\"font-weight: 400;\"> with the name \u201cThe Missing Piece\u201d was opened to launch LEGO Wear\u2019s first limited edition clothing line for adults. Interestingly, it was a clothing store with no clothes. It instead housed a plinth-posted Snapcode, which when scanned allowed consumers to enter a virtual shop with a LEGO bouncer, an arcade machine, a DJ booth, and \u2013 most of all \u2013 exclusive outfits for purchase. The items were displayed on LEGO mannequins and shoppers could purchase them online via an integrated \u201cShop Now\u201d feature. A great way to bridge the physical and digital world to engage LEGO fans we must say!<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"using-instagram-features\"><\/span><b>Using Instagram Features<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With over <\/span><a href=\"https:\/\/www.statista.com\/statistics\/253577\/number-of-monthly-active-instagram-users\/\"><span style=\"font-weight: 400;\">1 billion<\/span><\/a><span style=\"font-weight: 400;\"> active users each day, Instagram is clearly the place to be for fashion brands looking for unique ways to market and launch their products. While many fashion labels have already experimented heavily with shoppable posts on the platform, many are leveraging the platform\u2019s features to popularize their existing products or collections. These could prove to be great to launch new products as well.<\/span><\/p>\n<figure id=\"attachment_3753\" aria-describedby=\"caption-attachment-3753\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3753\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/Screen-Shot-2019-03-18-at-11.15.57-AM-300x218.png\" alt=\"\" width=\"600\" height=\"436\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/Screen-Shot-2019-03-18-at-11.15.57-AM-300x218.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/Screen-Shot-2019-03-18-at-11.15.57-AM-768x559.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/Screen-Shot-2019-03-18-at-11.15.57-AM.png 803w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption id=\"caption-attachment-3753\" class=\"wp-caption-text\">Source: Instagram<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Kylie Jenner\u2019s Kylie Cosmetics, which Forbes valued last year at <\/span><a href=\"https:\/\/www.cnbc.com\/2019\/03\/05\/forbes-kylie-jenner-is-the-worlds-youngest-self-made-billionaire.html\"><span style=\"font-weight: 400;\">$900 million<\/span><\/a><span style=\"font-weight: 400;\">, happens to be one such brand paving the path for unique trends on Instagram. Jenner launched a new filter on the platform to allow users to see what they look like in some of her brand\u2019s popular lip colors before purchasing them. Users who follow her can use the filter, which is exclusively available to them through the live camera, to virtually test the Candy K, Dolce, Posie K, Say No More, Shady, Boy Bye, and Glitz shades. The filter also softly blurs the face, defines and darkens lashes, and gives a Jenner-like contour.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"virtual-marathons\"><\/span><b>Virtual Marathons<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While swiftly gaining popularity as a calmer alternative to actual marathons, virtual marathons \u2013 which allow people to choose a time and place of their preference to run the miles for a greater cause \u2013 are proving to be a great way for brands to engage audiences in unique ways and promote their products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although not used to launch new products or collections in fashion yet, they could be an effective way to do so in the future \u2013 especially in the case of activewear brands. Exclusive benefits like discounts on products to participants could work quite well to increase the buzz around the products as well as to encourage participation.<\/span><\/p>\n<figure id=\"attachment_3734\" aria-describedby=\"caption-attachment-3734\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3734\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-3-300x200.png\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-3-300x200.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-3-768x512.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-3-1024x683.png 1024w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-3.png 1200w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3734\" class=\"wp-caption-text\">Source: Ghost Race<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Activewear brand Lululemon partnered with running app Strava last year to launch the Ghost Race \u2013 a virtual marathon for 12 different cities in the United States. Although it didn\u2019t announce a new product or collection at the time, it promoted its products by giving out freebies to participants, who were looking to gear up for the New York Marathon. The brand also managed to get as many as <\/span><a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2018-10-31\/run-a-virtual-marathon-this-year-to-qualify-for-one-next-year?srnd=pursuits-vp\"><span style=\"font-weight: 400;\">35,000<\/span><\/a><span style=\"font-weight: 400;\"> registrations for the event, up from the 1200 who joined it during its premiere in 2016.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"diversity-on-the-ramp\"><\/span><b>Diversity On The Ramp<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With more consumers demanding that the brands they support reflect their own diversity, it has become crucial for fashion labels to prioritize body and cultural diversity above all else. And showcasing this diversity on the ramp while announcing new collections could go a long way with shoppers.<\/span><\/p>\n<figure id=\"attachment_3733\" aria-describedby=\"caption-attachment-3733\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3733\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-2-217x300.png\" alt=\"\" width=\"750\" height=\"1035\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-2-217x300.png 217w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-2-768x1060.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-2-742x1024.png 742w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/2019-03-13-2.png 800w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3733\" class=\"wp-caption-text\">Source: BuzzFeed<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">It\u2019s impossible to discuss diversity in fashion and not mention Rihanna\u2019s lingerie brand. In the recent New York Fashion Week, the singer\u2019s Savage X Fenty fashion show featured women of all sizes \u2013 including a woman who was 9 months pregnant \u2013 to toast women in all forms, body types, races, and cultures. Without a doubt, the show received praises galore for showcasing diversity the way it did.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Innovation is a powerful way to connect consumers to fashion brands while ensuring unparalleled shopping experiences. With newer technology making its way into the industry like never before, to explore bold new ways to introduce products. This is not limited to just how the fashion industry functions but also in the way its products appear before consumers for the very first time and how these products interact with consumers and the environment. So fashion labels that are quick to take to the latest technology to innovate with their offerings, marketing campaigns, and product launch strategies are likely to keep customers interested in shopping with them for longer.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> The fashion industry is a crowded, volatile space. With customer desires and technology both evolving at a pace that is hard to keep up with, fashion labels are in the constant race to win consumers over and be the first ones to do it. For this, they need to keep coming up with new, innovative  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3737,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[154,106,34,169],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New Ways To Announce Products And Collections In Fashion Retail | Vue<\/title>\n<meta name=\"description\" content=\"Innovative product launch strategies in fashion retail, from exclusive drops to engaging fashion films. Brands leverage technology, Instagram, and virtual marathons to connect with consumers. 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