Can brands learn lessons from Supreme style product drops? Every thursday morning in London and New York, Supreme release products for sale in their stores. The queues demonstrate the success of this strategy to keep the brand fresh.

Supreme, which is vertically integrated and controls the vast majority of its distribution, creates seasonal collections, but drops new product in weekly batches. These drops generate so much interest that entire forums are dedicated to celebrating purchases and guessing which particular pieces will sell out first. What’s more, on the first “drop day” of a new season, traffic to the brand’s website can spike by as much as 16,800 percent, according to Samuel Spitzer, who leads Supreme’s e-commerce operation. E-commerce has become an important part of the business and while Supreme does not disclose sales figures, Spitzer says that on drop days “we get a very, very high rate of orders per second.”

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