Digital drops make streetwear more accessible, allowing consumers to join the experience from their smartphones and avoid confusing or difficult online shopping sprees

Streetwear can be hard to understand and even harder to buy. Even for the most diehard of hypebeasts, it can be a challenge to purchase the most coveted items like sneakers and shirts. The most popular way to release streetwear products is the drop—a single moment where an entire collection is released for sale online, en masse—which can be intimidating to shoppers.

But new strategies are emerging to help curb this stress. A different kind of interactive drop, in which customers guide the sale or unlock them through their phones, is becoming more popular, allowing more people to join the trend. Digital drops seem to only become more popular, so it's about time that they become a little more friendly.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in