Once the hallmark of streetwear labels, luxury brands are starting to see the merits of product drops to fuel excitement in the country.
Dropping limited edition product lines to build hype around a brand is nothing new for streetwear labels around the world, but this sales model is now gaining traction with luxury brands in China. Louis Vuitton, Burberry, and Balenciaga are just some of the luxury brands employing the product drop retail model in the country. These brands have realised that by creating a sense of urgency and scarcity, through both online and offline product drops, it creates a buzz amongst tech savvy, millennial Chinese consumers and helps drive e-commerce sales in the country.
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