Over the last 13 months, the youngest member of the Kardashian/Jenner clan
has built a business empire for herself, with an estimated $10 million
in personal earnings from sales of branded merchandise, which ranges
from Kylie Lip Kits (pairs of matte liquid lipstick and lip liner that
retail for $29) to Kyshadows and Kyliners (eye shadows and eye liners)
in a multitude of colors and themes. She offers them exclusively on her
own website in limited time frames for as long as stocks last.
--
Ms. Jenner is part of a growing cohort of both individuals and brands
who have embraced the sales strategy known as the “drop.” It works like
this: A seller controls the release of exclusive new items outside the
traditional fashion cycle, cleverly marketing the impending arrival of
the product to build demand.
--
It is also at the heart of the limited edition designer collaborations championed by retailers like H&M and Target.
--
The flourishing secondary markets, fueled by online resellers and
prompted by the growing clout of drop culture, has been one of the most
significant changes to the retail landscape in recent years. Mere hours
after the latest Kylie Lip Kit, Supreme sneaker or H&M/Alexander
Wang piece has sold out on official distribution channels, these items
are often available elsewhere on the internet, though with one or more
zeros added to the price.
Inga kommentarer:
Skicka en kommentar