Ronnie Fieg's hybrid strategy at KITH is one of the most effective ways to generate excitement, drive sales, and build a loyal fanbase

This guide will walk you through the steps to implement this approach for your own brand

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1. The Hybrid Model: How It Works

KITH has a two-part approach:

• Evergreen Products: Items available year-round, sold on their website and in stores.

• Limited Edition Drops: Small-quantity, exclusive collaborations with other major brands. These drops build scarcity, driving massive excitement and quick sales.

Why It Works:

• Exclusivity: Limited edition drops create urgency and FOMO (Fear of Missing Out), leading to fast sell-outs.

• Collaborations: Partnering with other brands adds credibility and attracts new audiences.

• Resale Value: The demand for limited items often leads to high resale prices, which further enhances the brand’s prestige.

2. Building Anticipation for Your Product Drop

KITH creates massive hype before each drop. Here’s how you can do it too:

• Teasers on Social Media: Release sneak peeks of your upcoming drop on Instagram, TikTok, and Twitter. Show behind-the-scenes footage or reveal small details to get people excited.

• Collaborations: Collaborating with popular brands or influencers can expand your reach. KITH’s collabs with Nike, Coca-Cola, and others are prime examples of partnerships that add buzz.

• Countdowns: Use countdown timers on your website and social media to keep the upcoming drop top-of-mind for your audience.

3. Using Email to Drive Early Access Sales

KITH rewards loyal fans with early access. Here's how to do the same:

• Email Sign-Ups: Encourage followers to join your email list for VIP early access.

• Engage with Exclusive Content: Offer sneak peeks and behind-the-scenes content to build excitement ahead of the drop.

• Email Reminders: As the drop date approaches, send countdown emails to remind your VIPs about their early access.

4. Drop Day Execution: Maximize Hype and Sales

KITH’s drop days are legendary. Here’s how to ensure your drop is just as successful:

• Website Preparation: Make sure your website can handle high traffic. Nothing kills hype faster than a site crashing.

• Exclusive Early Access: Open your site to VIPs first for a few hours, allowing your most loyal fans to purchase before the general public.

• Public Launch: After early access, promote the launch heavily on social media, reminding followers that the product is limited.

5. Post-Drop Engagement: Keeping Momentum

After the drop, keep your audience engaged for future releases:

• Celebrate Purchasers: Shout out fans who managed to buy the product on social media, creating FOMO for those who missed out.

• User-Generated Content: Encourage customers to share photos of their purchases. Reposting this content builds community and promotes future drops.

• Build Anticipation for the Next Drop: Start teasing the next release immediately to keep people excited and engaged.

6. Scaling Your Drops

Once you’ve nailed your first few drops, you can expand:

• Increase Frequency: As demand grows, increase the number of drops—moving from quarterly to monthly, for example.

• Collaborations: Partner with bigger brands and influencers to further amplify your reach.

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