How should a fashion brand plan product drops and launches?
Short answer
Plan launches on a calendar, build anticipation for one to two weeks with teasers and early-access lists, launch with fresh creatives and a dedicated landing page, and push budget to what sells in the first 72 hours.
A typical drop playbook:
- Two weeks before: teasers on Instagram, waitlist via WhatsApp.
- Launch day: early access for subscribers, then public launch with new ads.
- First 72 hours: move budget to best sellers and reorder fast movers.
- After: retarget viewers and remind waitlisted customers.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder