The drop – the release of limited-edition, limited-quantity fashion – is here to stay

It was an otherwise unremarkably drab Friday in late January, but fans of Beyoncé and of streetwear were in a panic. After weeks of anticipation, the singer’s clothing label, Ivy Park, launched its latest limited-edition collaboration with Adidas online. Fans hit refresh-refresh-refresh so as not to miss out on the latest fashion from the star.

Toronto-based retail expert Janice Rudkowski dubs drops as “orchestrated hysteria” and says they are proving useful for thoughtful small businesses and designers who operate on a more personal scale. “It ticks off so many of the retailer boxes, when you think about it,” says the assistant professor with Ryerson University’s Ted Rogers School of Retail Management. “It’s actually a better way of managing your inventory, a much more predictable way. It also provides a regular base of revenue.

She initially experimented with drops in a haphazard way. “It was a creative thing, I’d get really bored between seasons and wanted to be making something new, to release something now,” Faulkner says. But a couple years ago, after one collection didn’t sell to stores as well as she’d hoped, she worked them into her business strategy. “We had a lot of leftover fabric from our previous seasons and decided to use up what we had,” she says.

Turns out even a veteran retail reporter can be susceptible to that lure of belonging: It’s how I found myself with a red-letter day in my calendar. Reminders and device alarms went off one Saturday morning, just in case I forgot my appointment with Collingwood-based Red Sky’s online shop. My quarry? The scheduled 10 a.m. drop of their signature baggy boiler suit in a limited-edition leopard print. It had been teased for weeks on the brand’s Instagram feed.

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