The influence created by social media sites in commercialism tends to lessen the impact of product advertising through traditional media.
As it is, social media posts at Facebook, Twitter, Tumblr, YouTube or Instagram get more exposure than the paid advertising campaigns placed in digital contents. As millions of potential consumers visit their account or receive notification/tweets from time to time, a post announcing a new product can easily spread organically and virally.
This very attribute made the Drop Business Model of the fashion industry quite effective.
The Drop Business Model in a Nutshell
After building and establishing a robust relationship with consumers at social media sites, manufacturers of high-end items, drop hints about a limited edition of a new product set for release on a specific date at select outlets. Several posts follow, to raise the level of interest and excitement among product users.
In the process, the desire to be one of the few owners of the upcoming product gets more intense. Come product-dropping day at the brick and mortar outlets, hundreds of consumers will have lined up on sidewalks, in order to satisfy that desire. The “Drop” technique creates a sense of urgency that taps on the subconscious mind, by sending a message of scarcity.
Even if pricey, a limited edition item is regarded as a viable investment. Once an owner decides to resell it while still in mint condition, the much coveted product commands a high resale value. After all, reselling of articles is now a norm, which gives unsuccessful drop buyers another chance to own a limited edition item.
Online Discount Stores Have Their Own Drop Marketing Technique
Online stores execute their own “Drop” selling technique by literally dropping prices by as much as 70%. Through social media posts, there will be announcements of huge drops in prices on branded products. During those promo periods, bargain hunters looking for limited edition finds could chance upon pre-loved items no longer as pricey as their original cost.
Online discount stores like Studio, New Chic, Groupon, I Saw It First and Prozis, make their bargain sale offers more enticing by issuing discount codes or coupons that can further reduce bargain prices. There is also a Studio Discount Code for Free Shipping that is available up to a certain date, and applicable to purchases of at least £20.