Fashion

Farfetch to launch product drop retail model starting in April


Farfetch is the latest retailer to take part in product drops. The
luxury e-commerce platform has announced its upcoming Beat program,
which will entail limited-run product releases of fashion and sneakers
on a weekly basis.

Launching in April, Farfetch Beat will work through the retailer’s
app, offering new items from brands including Off-White, AMBUSH, Palm
Angels, Marcelo Burlon, Heron Preston and Opening Ceremony, as well as
one-off or non-production pieces.

“Many luxury brands are evolving their strategies, and we expect an
even greater shift in the industry away from traditional cycles to a
drop model,” Stephanie Phair, the company’s chief customer officer,
told Hypebeast.

Drop culture has long been growing as a
retail model to incite consumer engagement and speedy sales. First
seen in the streetwear community, the trend of frequent yet
short-lived product releases has since grown to the luxury market
through brands including Gucci and Burberry.

Last year, Amazon jumped onto the bandwagon, creating
capsule collections in collaboration with social media influencers for
drop-style launches.



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