The general principles of the Supreme market are selling real emotions, not related to trends, intended for real people, people with skateboards. Sales strategy for the brand. Supreme sells in company stores and on the Internet. The main rule is that demand is to be greater than supply. It is a completely different concept from fast fashion with traditional divisions for seasons. The collection is split into weekly deliveries. In each delivery, there is a limited number of items, and the models that will be sold are not known. This results in much faster entry of goods than in normal collections. Curiosity and limited access cause each week when is a drop, before entering the store collect a queue of buyers. Some clothes are treated like collectors' spoils. The mere fact of having is more important than presenting yourself in a given outfit. Queues in front of the store only increase online sales which on the day of the drop grow by several thousand percents. This distinction is caused by bonding in clients and causes them to buy ritual. It also excludes the sorting of the best models in the collection. In the standard delivery of the collection to the store, customers choose the best models by buying them first and leaving the less attractive ones which eventually require a longer time of sale or a lower price. Drops results in demand for what is just available, because it will not give you a lot of choices. Such a sale ensures the sale of most goods without reducing prices and long storage in stores. These types of deliveries, directly to retail customers, require the company to have a very good delivery logic and control over production. This activity usually takes place in vertically integrated enterprises, where one company deals with the production of a product from raw material to the final product. The drop system is also used by competitors from the streetwear branch also by the Palace.(The Business of Fashion, 2018)