Outer Brings Drop Culture to the Furniture Space

Marketing strategy creates hype around new products that drive purchases while allowing brands to test what consumers really want

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The trend of “drops”—limited-edition product release events—is expanding from the cosmetics and apparel industries into home furnishings as marketers attempt to generate excitement by using scarcity to attract new customers.

It’s no surprise. The drop-style approach, which gained traction with streetwear retailer Supreme in 2012, captures many essential marketing elements: It grabs the attention of consumers who are after one-of-a-kind products and evokes a sense of FOMO (fear of missing out) with modern shoppers, a tactic that’s shown to drive 60% of shoppers to purchase a product within a 24-hour window.




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