The "drop," an unannounced but much-hyped limited product release, has long proven successful by hip-hop artists and sneaker brands. That success is spreading through the rest of the retail and fashion world, driven by familiar psychology. The scarcity rewards participation and inclusion, and the "drops" become events that telegraph FOMO via social media; hence the immense popularity among Gen-Z'ers.
RESEARCH & INSIGHTS
As brands increasingly turn to music for advertising, experts are exploring a new tool to influence behavior: sound design. The easiest place to imagine this is in brick and mortar retail - brands are already hyper-vigilant about their visual and service aesthetic, so it's a wonder that audio aesthetic isn't part of the mix. Given the emotional power of music, expect this to change.