From PSFK's Back-To-School Deck, cutting edge fashion brands across categories are striking a new balance between exclusivity and accessibility with limited-edition releases

The hypebeasts, it turns out, were right. The digital drop, the preferred method of distribution for limited-run clothes and accessories beloved by young consumers, is a growing way for brands to drum up excitement for their product launches, especially when compared to the old-school, in-store debuts of yore.

Now, building on the successes of streetwear and sneaker brands, both new and legacy retail brands are harnessing the power of the digital drop to make their merchandise stand out in a crowded market. NTWRK and Burberry are two companies using digital exclusives to appeal to younger audiences.

NTWRK
By organizing its launches into drops, the streetwear app NTWRK transforms its releases into online events that customers eagerly await to enter. NTWRK itself does not produce any items; rather, it organizes products into drops and releases them with a livestream, allowing shoppers to “cop” the featured merchandise in real time.

Burberry
Despite its legacy as a high-fashion brand, luxury retailer Burberry has also broken into the world of digital drops with its streetwear imprint B Series. The label’s items are released on Instagram on the 17th of each month and are only available for 24 hours, so shoppers need to act quickly to snag a piece.

Image: stock photos from shezimanezi/Shutterstock

For a deep dive into the tactics used by today’s brands to engage younger consumers, download PSFK’s Back-To-School Deck, out now.


Lead image: stock photos from Mauro Del Signore/Shutterstock

The hypebeasts, it turns out, were right. The digital drop, the preferred method of distribution for limited-run clothes and accessories beloved by young consumers, is a growing way for brands to drum up excitement for their product launches, especially when compared to the old-school, in-store debuts of yore.

Now, building on the successes of streetwear and sneaker brands, both new and legacy retail brands are harnessing the power of the digital drop to make their merchandise stand out in a crowded market. NTWRK and Burberry are two companies using digital exclusives to appeal to younger audiences.