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Trends #0026 — Drop Culture
Trends #0026 — Drop Culture
1. 
Problem
We are status seeking monkeys, as Eugene Wei says.
ProblemWe are status seeking monkeys, as Eugene Wei says.
2. 
Solution
Brands manufacture scarcity (and status) to drive sales.
Constricting supply amplifies word of mouth. Everyone talks. Those who were able to get it, missed it and hate it. They spread the word.
Drop culture has moved from fashion to software and experiences.
SolutionBrands manufacture scarcity (and status) to drive sales.
Constricting supply amplifies word of mouth. Everyone talks. Those who were able to get it, missed it and hate it. They spread the word.
Drop culture has moved from fashion to software and experiences.
3. 
Products
Supreme Oreos ( @supremenewyork x @Oreo)
Crenshaw Mixtape ( @NipseyHussle)
Hamilton ( @HamiltonMusical)
KFC Crocs ( @kfc x @Crocs)
Hanna ( @HannaOnPrime)
Products Supreme Oreos ( @supremenewyork x @Oreo) Crenshaw Mixtape ( @NipseyHussle) Hamilton ( @HamiltonMusical) KFC Crocs ( @kfc x @Crocs) Hanna ( @HannaOnPrime)
4. Products (con't)
Motel 21 ( @21savage)
Virgil Abloh x IKEA Rug ( @virgilabloh x @IKEAUSA)
Stellar ( @StellarOrg)
Once Upon a Time in Shaolin ( @WuTangClan)
GPT-3 ( @OpenAI)
Products (con't) Motel 21 ( @21savage) Virgil Abloh x IKEA Rug ( @virgilabloh x @IKEAUSA) Stellar ( @StellarOrg) Once Upon a Time in Shaolin ( @WuTangClan) GPT-3 ( @OpenAI)
6. Brands (con't)
Apple ( @Apple)
Off-White™ ( @OffWht)
100 Thieves ( @100Thieves)
Richard Mille ( @Richard_Mille)
Carhartt ( @Carhartt)
Brands (con't) Apple ( @Apple) Off-White™ ( @OffWht) 100 Thieves ( @100Thieves) Richard Mille ( @Richard_Mille) Carhartt ( @Carhartt)
7. Platforms
StockX ( @stockx)
NTWRK ( @NTWRKLIVE)
HYP ( @theHYPco)
Grailed ( @grailed)
Stubhub ( @StubHub)
Platforms StockX ( @stockx) NTWRK ( @NTWRKLIVE) HYP ( @theHYPco) Grailed ( @grailed) Stubhub ( @StubHub)
8. Platforms (con't)
eBay ( @eBay)
OpenSea ( @opensea)
Poshmark ( @Poshmarkapp)
Drop ( @drop)
Zora ( @ourZORA)
Platforms (con't) eBay ( @eBay) OpenSea ( @opensea) Poshmark ( @Poshmarkapp) Drop ( @drop) Zora ( @ourZORA)
9. 
Predictions
Influencers will hoard items, influence culture then release them for profit.
The song, RAF, made Raf Simmons’ items skyrocket in value. What if A$AP Rocky ( @asvpxrocky) bought pieces before releasing the song?
Predictions Influencers will hoard items, influence culture then release them for profit. The song, RAF, made Raf Simmons’ items skyrocket in value. What if A$AP Rocky ( @asvpxrocky) bought pieces before releasing the song?
10. Predictions (con't)
ETFs and financial derivatives will form around streetwear.
StockX ( @stockx) holds IPOs (Initial Product Offerings). Some users trade items without taking possession.
Predictions (con't) ETFs and financial derivatives will form around streetwear.StockX ( @stockx) holds IPOs (Initial Product Offerings). Some users trade items without taking possession.
11. Predictions (con't)
Platforms will get unbundled. Chrono24 ( @chrono24) exists outside of watch categories on StockX ( @stockx) and eBay ( @eBay). https://stockx.com/watches
Predictions (con't) Platforms will get unbundled. Chrono24 ( @chrono24) exists outside of watch categories on StockX ( @stockx) and eBay ( @eBay). https://stockx.com/watches
12. 
Opportunities
Become a reseller. Brands must create scarcity for drops.
Unmet demand is your margin. Convert access into capital.
Opportunities Become a reseller. Brands must create scarcity for drops. Unmet demand is your margin. Convert access into capital.
14. Opportunities (con't)
Post items on Instagram and run blind auctions via DMs. Take the best price.
Opportunities (con't) Post items on Instagram and run blind auctions via DMs. Take the best price.
15. Opportunities (con't)
Drop access to your paid community.
The Book of Resale randomly opens spots in the group. (From @ethanrjones) https://trends.vc/trends-0014-paid-communities/
Opportunities (con't) Drop access to your paid community.The Book of Resale randomly opens spots in the group. (From @ethanrjones) https://trends.vc/trends-0014-paid-communities/
16. Opportunities (con't)
Manufacture scarcity. Create an imbalance of supply and demand.
Don’t have a large audience? Constrict supply even more. A stadium is scarce for Taylor Swift. Your version may be a tiny desk.
Opportunities (con't) Manufacture scarcity. Create an imbalance of supply and demand.Don’t have a large audience? Constrict supply even more. A stadium is scarce for Taylor Swift. Your version may be a tiny desk.
17. Opportunities (con't)
Weave items into stories. Michael Jordan’s “Flu Game” shoes fetched $104,000.
Sell items featured in your YouTube, Instagram and TikTok (
) videos. Let your audience own part of the story. https://hypebeast.com/2013/12/michael-jordans-flu-game-12s-sell-for-104000
Opportunities (con't) Weave items into stories. Michael Jordan’s “Flu Game” shoes fetched $104,000.Sell items featured in your YouTube, Instagram and TikTok (
) videos. Let your audience own part of the story. https://hypebeast.com/2013/12/michael-jordans-flu-game-12s-sell-for-104000
18. Opportunities (con't)
Reverse engineer product market fit and make scarcity a side effect. Accept ideal users. Put others on a waiting list. https://www.insidehook.com/article/apps/superhuman-email-client-startup-invite
Opportunities (con't) Reverse engineer product market fit and make scarcity a side effect. Accept ideal users. Put others on a waiting list. https://www.insidehook.com/article/apps/superhuman-email-client-startup-invite
19. 
Haters
“This is exclusionary.”
That’s the point. Drops fail without scarcity. They also subsidize art for the masses.
Haters“This is exclusionary.”
That’s the point. Drops fail without scarcity. They also subsidize art for the masses.
20. Haters (con't)
“It’s not all about status.”
Some of us find streetwear, art and experiences interesting without artificial scarcity. But this report is about drop culture. And those drawn to hype.
Haters (con't)“It’s not all about status.”
Some of us find streetwear, art and experiences interesting without artificial scarcity. But this report is about drop culture. And those drawn to hype.
21. 
Links
A Walk with Mr. MSCHF
A rare interview with Gabe Whaley ( @Gabriel_Whaley), founder of MSCHF. https://www.listennotes.com/podcasts/prehype/making-decapitated-swan--CQ4oxeL95j/
LinksA Walk with Mr. MSCHF
A rare interview with Gabe Whaley ( @Gabriel_Whaley), founder of MSCHF. https://www.listennotes.com/podcasts/prehype/making-decapitated-swan--CQ4oxeL95j/
22. Links (con't)
7 Marketing Lessons From Drop Culture
Find out why drops work. https://www.selligent.com/blog/customer-experience/7-marketing-lessons-from-drop-culture-hyping-ultra-limited-products
Links (con't)7 Marketing Lessons From Drop Culture
Find out why drops work. https://www.selligent.com/blog/customer-experience/7-marketing-lessons-from-drop-culture-hyping-ultra-limited-products
23. Links (con't)
How Two Sneaker Moguls Are Bringing Drop Culture to the Whiskey World
A duo uses drop culture to sell whisky for $185 per bottle. https://www.esquire.com/food-drink/drinks/a29872441/wolves-whiskey-winter-run-drop-details/
Links (con't)How Two Sneaker Moguls Are Bringing Drop Culture to the Whiskey World
A duo uses drop culture to sell whisky for $185 per bottle. https://www.esquire.com/food-drink/drinks/a29872441/wolves-whiskey-winter-run-drop-details/
24. Links (con't)
Reinventing the Resell
A panel represents different perspectives in drop culture. From marketplaces to manufacturing and retail. https://www.listennotes.com/podcasts/hypetalks/reinventing-the-resell-q60KfiHlFb5/
Links (con't)Reinventing the Resell
A panel represents different perspectives in drop culture. From marketplaces to manufacturing and retail. https://www.listennotes.com/podcasts/hypetalks/reinventing-the-resell-q60KfiHlFb5/
Trends #0026 — Drop Culture https://trends.vc/trends-0026-drop/
Want more?
Trends PRO #0026 — Drop Culture includes:
• 14 Opportunities (100% More)
• 12 Summarized Links (140% More)
• 25 Product Drops (150% More)
• 7 Predictions (133% More)
• 21 Brands (110% More)
• 27 Platforms (170% More) https://gumroad.com/l/GfhnJ
Trends PRO #0026 — Drop Culture includes:• 14 Opportunities (100% More)
• 12 Summarized Links (140% More)
• 25 Product Drops (150% More)
• 7 Predictions (133% More)
• 21 Brands (110% More)
• 27 Platforms (170% More) https://gumroad.com/l/GfhnJ
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