Simple Modern recently hit 1 million orders via their Shopify site and one of the co-founders tweeted out the 3 focuses that led to this success. I care about #1:

Limited Edition Drops

SUPREME is king at this, but you can’t just drop whatever and watch the money roll in.

Every new product release can be turned into An Event™, but over doing the drops is like overdoing sales, it dilutes the value prop.

A 3 circle venn diagram titled Drop It Like It's Hot. The top left circle is "on trend" (Something in tune with “the moment”), top right is "on target" (Something your fans want), and bottom middle is "on brand" (Something that matches what fans expect from you). Where the overlap is a grail drop.