Kylie Jenner, in the words of !e New York Times: “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 of the limited edition designer collaborations traditional fashion cycle, cleverly marketing championed by retailers like H&M and the impending arrival of the product to build Target. Even Snapchat itself tried to jump on demand. Pioneered almost two decades ago the bandwagon last month when it began by the American skatewear brand Supreme, exclusive sales of its new Spectacles glasses which took its cues from the Japanese via randomly placed bright yellow vending streetwear scene, the trend has gained machines, giving no indication of where particular momentum in recent years thanks they would crop up next. The overwhelming to its adoption by some in the booming majority of drop customers, whatever the limited-edition sneaker industry: Kanye product, are younger than 30.” West’s Yeezy line with Adidas, for example, and Nike’s Air Jordans. It is also at the heart Source: New York Times December 14, 2016 Kylie Jenner Supreme Year of the Drop 129