Brief - The Hustle

QVC’s Gen-Z-friendly cousin has mastered the product drop

Written by Michael Waters | Aug 3, 2020 7:29:06 AM

Photo: NTWRK

How do you convince the world that Bronze Air Jordans are the must-have kicks of the moment?

Make only a few pairs available at once. Add time pressure. And drop ‘em on an episode of NTWRK, the live-streaming shopping app that sneakerheads love.

It’s must-see fashion TV

The average NTWRK episode pulls in 100k+ live viewers. Ten percent buy into a raffle, way more than the 1% average for other ecommerce sites.

NTWRK drops are full-scale events with celebrity guests. Midway through each event, one person announces that new kicks are up for grabs.

Within a second, they’re gone.

NTWRK is way ahead of competition

LeBron James, Drake, LiveNation, and Foot Locker are backers.

The show helped the streetwear brand Supreme parlay scarcity — and sweatshirts — into a billion-dollar valuation.

But some fashion companies are trying to outdrop the dropmaster:

  • Net-A-Porter is holding clothing drops in Animal Crossing.
  • Fred Perry sent customers on a Google Street View scavenger hunt — find and click the clothes, and they’re yours.