A term used increasingly in the fashion market due to evolving buying habits of consumers. A ‘Drop’ is a less seasonal approach to marketing/selling, and refers to release of a small selection of items at a time decided by the brand. For example, a tennis brand may decide to release a ‘Wimbledon’ drop just before the Wimbledon Tennis tournament. This is a decision based on an event that is not considered in a typical Fashion Calendar (Spring/Summer & Autumn/Winter).

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