The rise of the drop (model)

The origins of “the drop” can be traced back to the early 2000s, with small sneaker and streetwear brands, including Supreme, using the model to manage their supply. These brands often had limited production capacities, and so when a product ran out, it was truly out. A result of this scarcity is that each drop would generate hype around the brand. Some drops had people waiting in lines for hours just for the opportunity to buy the product.

Today, “the drop” has become ubiquitous. Companies from Starbucks to Labubu have started using the model to garner attention and build brand loyalty. The difference now is that many of these companies don’t have the same manufacturing limitations as those small streetwear brands of before. Nowadays, much of that scarcity is artificial.

Ellen Cushing, a staff writer at the Atlantic, wrote about the rise of the drop. She spoke to “Marketplace” host Amy Scott about her reporting.

Click the audio player above to hear their conversation.