Life Style

“Drop culture” broke the codes of distribution and consumption” – Liberation

We are in 2018. At the end of the concert, Beyoncé and Jay-Z announce on a huge screen that they will be releasing a joint album soon. Social media is going crazy. That same year, the €680 Crocs, re-introduced by luxury brand Balenciaga, is out of stock before its release date thanks to pre-orders from New York-based brand Barney’s. In France, a Nutella promotion (€1.41 for a 950g can instead of the usual €4.70) caused riots in several Intermarché stores. If these events seem independent of each other, they are all examples of the same phenomenon: “fall culture”. This marketing technique consists of selling or offering a product, usually in a limited amount, without advertising it (on the Internet or at individual points of sale) in order to arouse consumer interest. Enough to create, through organized scarcity, a sense of urgency or even fear of missing out on a good deal. This type of silent marketing also allows advertisers to afford hype (and advertising) at little cost. This practice caused such a stir that 2016 was named The newspaper “New York Times as “year of fall”. Six years later, the trend is unabated.

“Drop has become a mainstream practice. Tesla is selling the car for a promotion. Lidl is the consummate master of non-food products.” says Frederic Mouse, Managing Director of WSN Development, enthusiastically. The company, which has been organizing fashion fairs for thirty-five years, notably Who’s Next and Première Classe (focused on accessories), is launching from June 23 to 25 at the ephemeral Grand Palais in the 7th arrondissement of Paris, the first France. The organizers want to collect 15,000 visitors in three days. The DRP festival targets an audience aged 15 to 40 who are passionate about fashion, gaming, basketball, skateboarding and the metaverse. “It was important for us that this event takes place during Fashion Week, which everyone knows about, but specifically no one has access to it, except through the TikTok influencer. With this event, we want to show that fashion should be able to express itself everywhere.” explains Frederik Maus, who has worked in the sector for several decades. And expand: “The culture of fall has broken all codes of distribution and consumption. This is one of the highlights of fashion in recent years. We had to hold an event in Paris, the capital of fashion, to celebrate this shift. He thinks…

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