Viral fashion marketing: Scarcity drop

Cases
21
Median Spread Score
38
Most started on
Retail33%
First post to peak
3 days

By mechanic

All104Controversy51Visible in use40Creator relay26Response chain25Transgression24Real-world spectacle23Scarcity drop21Newsjacking14Sell-out loop14Pairing12Identity badge11Resale market8Remixable template7Dupe economy6Challenge6

Stüssy 8-Ball Sherpa Fleece

56
Replying to @Karton which way round would you rock this? 🔥 #fyp #viral #streetwear #stussy

KFC x Crocs

52
KFC x Crocs Classic Clogs with fried chicken prints and drumstick charms.

2.9B impressions

Pete Davidson, Official Boyfriend of Reformation

48
Reformation on Instagram: "Pete Davidson, Official Boyfriend of Reformation. Written and directed by @_matthew_frost_"

11B impressions

Nahmias x Marty Supreme Jacket

47
Chalamet wore the orange Marty Supreme windbreaker in an official Nahmias campaign image.

MSCHF Big Red Boots

45
MSCHF

20K sold

Balenciaga Paris destroyed sneaker campaign

44
os novos tênis da balenciaga vou postar aqui e você pense o que quiser

390M impressions

Loewe I Told Ya Collection

42
LOEWE's page for the special-edition I TOLD YA shirts from Challengers

Nike SB x Ben & Jerry’s Chunky Dunky

42
Nike SB Churns out Chunky Dunky Sneaker with Ben & Jerry's

1.4K sold

Edie Parker Burn Bag Unboxing

41
Replying to @vintagechanelgirl4 the coolest party trick i’ll ever have #lighterbag #bagwithalighter #luxurytiktok #fashiontiktok #tiktokfashion #clutch #designerbag #luxurybag #luxuryunboxing…

Kendrick Lamar’s Celine Super Bowl Jeans

41
TikTok video by @_morganelise_h

3.4M views

Lilly Pulitzer for Target

38
A model wore Lilly Pulitzer for Target swimwear while reclining on floral outdoor textiles.

Skims Ultimate Pierced Nipple Bra

38
SKIMS on Instagram: "Coming May 22: The Ultimate Pierced Nipple Bra. Our sexiest bra gets even hotter with a faux nipple piercing design so you can get the ‘Ooo’ without the ouch! Carolina wears the…

Kendall Jenner’s J’adore Cowboys rodeo post

37
Kendall on Instagram: "Wyoming 🤎"

Skims The Ultimate Bush

35
Bethenny Frankel Reacts to Kim Kardashian’s Skims' New Hairy Underwear

Gap x LoveShackFancy

34
Official Gap x LoveShackFancy image grid showing the collection.

9.8M impressions

Gap brown hoodie revival

32
fits

Parke x Target

32
gone in 4 minutes omg @target @Parke #shopwithbon #parkextarget #parketarget

4.1M views

Lana Del Rey for Skims Valentine’s Day

31
SKIMS on Instagram: "Our SKIMS Valentine: Lana Del Rey. Music’s queen of hearts opens our dedicated Valentine's Shop Tuesday, January 23 at 9AM PT / 12PM ET. @honeymoon wears the Velvet Lace Teddy…

Benito Antonio x Zara

30
Bad Bunny llega a Zara de Plaza Las Américas y transforman la tienda para el lanzamiento de su colección 🇵🇷

178.6K views

SKIMS White Lotus Valentine’s Day campaign

25
Kim Kardashian on Instagram: "I watched White Lotus and had to have my girls! LAUNCHING JANUARY 26: THE @SKIMS VALENTINE’S DAY SHOP. It’s back and sexier than ever, starring breakout stars and…

4.6M views

JW Anderson Pigeon Clutch

19
JW ANDERSON on Instagram: "THE PIGEON CLUTCH ‘..And Just Like That’ , the Pigeon Clutch is back Landed now at jwanderson.com, JW Anderson Soho in London and JW Anderson in Milan JW Anderson Soho, 2…

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