Objective: For this task, we were asked to read 2 articles linked to a topic of your choice, and respond. I chose Drop Culure & Queue Culture. The Articles I read were:
My thoughts: I was fascinated to read more into Drop Culture & Queue Culture with an immediate reaction to think and feel that this is a fantastic business and marketing approach. As a consumer, who appreciates brands and, someone who cringes when they realise they are wearing the same Sweaty Betty raincoat as every other commuter (it's a thing) -- actually owning and wearing something limited edition appeals to me.
As I read through ‘Is streetwear a machine that turns insecurity into money’ by Eugene Rabkin where the article explores how streetwear and hype culture can fuel narcissism tendency. From what I understood, Eugene was making the point that the artificial scarcity of streetwear items creates a cycle of consumption driven by insecurity, where owning the latest limited-edition products boosts social status temporarily but leaves people chasing constant validation. How is that different to the entire industry? I don’t think we can really shy away from the fact that the beauty and fashion industry profits on making women (and men) feel insecure if they don’t X product or Y bag. I think/suspect this is a different topic entirely and perhaps a place for ethics in the world of retail?
Reading through ‘The business of hype: why so many fashion brands are now doing “product drops”’ by Majorie Van Elven – this aligned more with my initial view that this a good strategy for business. Drop and queue culture is a way to keep abreast of the fast-paced, on-demand expectations which is often fuelled by social media.
As much as I see the pro's of Drop Culture & Queue Culture: access to limited edition products, profitable marketing campaign for the brand, awareness and experience of the brand. I can't shy away for the con's list: Is it sustainable? Is it accessible? Will people actually queue? Is this culture feeding into making other feel insecure and not worthy if they don’t have the latest brands? Does it cheapens the brand? Is it unsafe for the customer when queuing or leaving the store (robbery and assault).
From my initial view of 'this is a great idea', I leave this week thinking that perhaps this is just a "phase" in the retail / marketing cycle.
Image: Unsplash
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