Prada Also Joined The Drop Mode To Find A Trend Media To Help Sell Limited Money.

Luxury brands are starting to adopt the drop style, which is derived from street tide brands. The most recent one is Prada.

In 2018, Prada re launched the sports branch Prada Linea Rossa in 90s. In May 22nd, the first batch of single lines of the feeder line opened online shops, but not in their own official website, but on the street trend website Highsnobiety.

The so-called drop mode refers to the sale of only a small number of single products at a time, with a short sales period and a small number. This sales mode was originally determined by the cost structure and audience size of street brands, but after being taken away by luxury brands, it became more limited hunger marketing.

The first thing to do is Burberry. Since October 2018, 17 of every month has sold products on Instagram, WeChat and other channels, sometimes selling just a baseball bat.

Due to the limited number of single products, the sale of drop style needs to choose the right new channels.

According to the official website's sale information, Prada's sports branch will not be available until September, and the online shop on Highsnobiety will be the first.

For each other, such cooperation is the first time.

Highsnobiety was the first blogger founded by Swiss David Fischer in Berlin in 2005. Up to now, the website which produces music, art, fashion and culture has more than 9 million independent visits per month. In 2018, it raised the first round of $8 million 500 thousand in financing, which will be used to develop content, activities and new business segments for brand customers.

The homepage of Highsnobiety Shop is different from the usual electricity suppliers, which is more like a calendar.

The sale series that has not yet been released is mosaic.

A few days before the sale of Prada Linea Rossa, a countdown Banner advertisement has been hanging on the top of the trend media website.

In the meantime, the contents of Prada also appear on the website, the origin of the brand and hip-hop community, the internal tour of the brand Italy factory, and the oral video of designers talking about inspiration. These Edited Stories (Ruan Guang) will drown them before the users really buy them.

David Fischer is now widely interviewed to publicize their new business.

He told The drum and BoF that they will maintain the isolation of the electricity supplier team and the brand cooperation team. "We do not want the electricity supplier's income to nibble away advertising revenue.

And we want to make sure that we have the best products in the world. "

If you care about price, the price of a pair of socks in the Prada feeder is 210 dollars.

Fischer said that they persuaded Prada to become the first partner of the e-commerce business because today luxury brands want to contact young male consumers.

"We can provide them with a closed loop, not just talking about their products, but also providing them with sales channels."

Luxury brands are now hard to find the right space, or the digital world has lost the ability to tell the story well.

Drop is just changing the way to sell clothes. Further cooperation with vertical media seems to be a more convenient option.

The only problem is that the media, or the future chosen electricity supplier itself, controls the taste.

Can luxury brands confidently claim that they are scarce after selling dozens of hoodies and jackets for ten brands?